university of michigan health system main cafe university of michigan health systems main cafe july...

University of Michigan Health System Main Cafe

University of Michigan Health Systems Main Cafe

July 2010

Total Number of Respondents: 1268Margin of Error: +/- 2.8% at a 95% confidence level

Online Survey

Component #4339


Survey Objectives To gain a superior knowledge of our customer population in order to

implement dining programs that are more satisfying to your employees

To grow participation at all UMHS locations

To determine current customer perceptions, beliefs and behaviors

To understand current performance, including satisfaction level and program strengths & gaps

To explore differences among consumers based on their loyalty to the dining service

To provide an actionable reporting tool that can be interpreted across all locations to address key opportunities for growth

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University of Michigan Health Systems Main Cafe3

Survey Respondent Profile

Job Title

Gender

13% Male

85% Female

2% Prefer not to answer

Age

4% 18 – 24 18% 55 – 64

21% 25 – 34 1% 65+

24% 35 – 44 2% Prefer not to answer30% 45 – 54

Days/Week at Location

3% 0 Days

1% 1 Day

3% 2 Days

15% 3 Days

20% 4 Days

53% 5 Days

3% 6 Days

1% 7 Days

4.2 Mean Days


Dining Behavior: Share of StomachShare of stomach is the percentage of main meals that each of the listed alternatives currently captures during working hours

SHARE OF STOMACHNet Promoter Segment

TotalPromoter

sPassive

s Detractors

On-site 36% 38% 36% 29%

Off-site 9% 6% 9% 14%

Bring 52% 53% 51% 54%

Skip 4% 3% 5% 2%Me

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OPPORTUNITY FOR ACTION: Convert customers who buy meals away from work or who bring meals from home.


TotalExecutive / professional

Middle management Supervisor

Non-management

AdministrativeAssistant

Hourly employee Other

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Dining Behavior: Working Lunches“Of the times per week you buy your meal at the dining service, how many days do you bring it back to your desk/work area to eat?”

% of Meals Purchased On-site BUT Consumed at a Desk/Work Area

Job Types


Reasons to Eat at your Desk“Which of the following best describes the reason for bringing your meal purchased at the dining service back to your desk/work area to eat?”

% SayingRanked by Total

Total

I sometimes have to work through lunch

I use my break to accomplish personal tasks (phone calls, surfing the internet)

I need peace, quiet and privacy

It takes too long when I eat in the dining service

There are not enough seats in the dining service area

I don’t like the dining service décor (colors, lighting, seating, tables)

I frequently bring my lunch to a meeting

The seating area in the dining service is not kept clean


Compares the amount customers typically spend for lunch to what they believe is a reasonable amount to spend for lunch including a beverage

Dining Behavior: Spend

Difference of $0.73 between on-site & reasonable spend

$5.15

$5.88

$2.59

$4.58

$0.00

$2.00

$4.00

$6.00

$8.00

$10.00

Reasonable to Spend Spend On-site Spend When Bring Spend Off-site


Meal Habit Change“Please indicate how your meal habits have changed compared to last year.”

Meal Habit Change

Breakfast

Buying breakfast at the on-site dining service

Bringing breakfast from home (eating at home)

Buying breakfast on the way to work

Skipping breakfast

Lunch

Buying lunch at the on-site dining service

Bringing lunch from home

Buying lunch outside of work (restaurant, etc.)

Skipping lunch

Dinner

Eating dinner at the on-site dining service

Bringing dinner from home (eating at home)

Buying dinner outside of work (restaurant, etc.)

Skipping dinner

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“Which of the following best describes the reason for your change in meal habits?”

Reasons for Meal Habit Change

Ranked by % Total SayingNationaln=31,616

Total

To eat healthier 52% 52%

Concerns about the economy 31% 41%

To lose weight 37% 37%

Less time for me to take a meal break 22% 27%

Change in your personal life 20% 19%

Working longer hours 12% 14%

Concerns about the environment / sustainability 4% 5%

Other 22% 17%

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Areas of Focus Top 3 areas of focus based on on-site consumer purchase behavior

#1 – Value for the money #2 – Ease of finding what you want #3 – Availability of food and beverages you like best

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Customer Suggestions Review

1. Enjoy Fresh n Healthy– 143 618 Total Comments

2. Enjoy salad bar – 96

3. New healthy specials – 40

4. Enjoy value combos - 49

5. Enjoy soup – 40

6. Enjoy daily specials - 39

7. 24/7 – 26

“Please explain what specific actions or recent changes that you have seen that you would like the café to continue doing.”



1. More options added/variety – 284 889 Total Comments

2. More value for dollar – 155

3. More healthy options – 120

4. More options needed at night – 93

5. More soup variety – 74

6. Vegetarian options – 33

7. More combo meals - 27

“What specific, new changes would you like the café to make?”


Next Steps Increase Variety

Adding new specials to each meal period Made to order breakfast burrito Flavored oatmeal Biscuits and gravy New lunch and dinner specials coming soon Converting a current station so additional items can be added Looking for more Guest Restaurant partners for 2nd shift and weekends Currently working with Mhealthy dietitians on more soups

Increase Value Items $4.99 specials will be offered daily at different zones – look for the value

items on our menu

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Next Steps Increase Value Items

Coming soon – The Brown Bag Zone – value items for grab and go purchase

Coming soon – Combo meals for easy of ordering and value added Coming soon – New burgers for value conscience consumers

Increase Healthy Items Currently working with Mhealthy dietitians to bring you more delicious

meals – look for the items listed on our menu Welcome back - $4.99 and 500 calorie burrito Coming soon – more Mhealthy coupon specials Coming soon – Pasta on the “lighter” side Check out our new 500 calorie chopped salads – offering one per week

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Thank You!

To all who participated in the survey. We will continue to update this section as we

introduce more items.

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