Market Research Project

Marketing Research Report The Night Owl

Prepared For: Joe Rosati

Prepared By: Andrew Cleary

Biola University Crowell School of Business

12/16/2014

Executive Summary Purpose: The purpose of this research report is to summarize relevant and valuable information for Night Owl ownership. Below is a summary of significant findings and conclusions concerning customer preferences.

Night Owl's primary problems include: uncertainty concerning opening earlier and changing the patio to non-smoking, and that the shop is not very busy in the mornings. The primary research objectives for the survey were: Find out if customers would come for breakfast if Night Owl were open before 8am, what would make current customers come more often, what foods would encourage more food purchases, areas of high importance and low satisfaction to Night Owl's most valuable customers, if events are diverse enough and if information about them is clear, and times when finding seating is most challenging. Fifteen customer interviews were conducted for exploratory research, followed by a five member focus group on October 16th. 95 surveys were distributed and collected by baristas between October 31st and November 19th. As a disclaimer, this was not a random sample survey, instead customers were surveyed based on convenience.

Significant Findings:

• Finding #1: 82 out of 93 respondents have referred someone to Night Owl (Figure 4)

• Finding #2: 61 out of 90 respondents rated their Overall Satisfaction with Night Owl as a 9 or 10 out of 10, with a mean of 9.07 (Figure 7)

• Finding #3: The top two areas of Satisfaction are Speed of Service and Drink Menu Clarity (Figure 10)

• Finding #4: 61 out of 91 respondents agreed that they would visit Night Owl for breakfast if breakfast food were served (Figure 37)

• Finding #5: 62 out of 90 respondents agreed that they would definitely use a Night Owl app for specials and event information (Figure 22)

• Finding #6: The mean Importance of Seating Availability was 9.02 while the mean Satisfaction of Seating Availability was 7.27 (Figure 18)

• Finding #7: 24 out of 91 respondents do not wish the patio were smoke-free and 21 out of 91 wish it was (Figure 28)

Conclusions:

• Research may suggest that Night Owl focus on training its baristas to go above and beyond in customer service and continue to position itself as a great place to get work done (Figure 8)

• Research may suggest that Night Owl should make increasing the availability of seating a priority, especially on the patio (Figure 17)

Thank you Joe for working with me on this project, I have enjoyed getting to know both you and the Night Owl community. I wish you the best moving forward.

I. Background Purpose:

The purchase of this marketing research report is to outline areas of improvement for Night Owl based on the preferences of current customers. This report includes relevant findings for Night Owl marketing practices. The findings within this report are based primarily on results from customer surveys administered from 10/31/14 - 11/19/14.

Store Information:

The Night Owl 200 N. Harbor Blvd. Fullerton, CA 92832

Phone: 714.525.0305

Website: thenightowlfullerton.com

Store Background:

Joe Rosati opened Night Owl on December 22, 2011 on the year’s Winter Solstice. Night Owl offers a Bohemian coffeehouse experience in downtown Fullerton, California. Organic, fair-trade coffee and exhibitions of local art and live music make Night Owl unique, along with its operation until 3am every day. A community-focused atmosphere makes Night Owl a place for friends old and new to converse over a cup of coffee, read and study, or enjoy the outdoors on the patio. Customers enjoy drinks carefully crafted by attentive baristas and a variety of delectable pastries.

Additional Information:

The survey used for this report was crafted to reveal customer preferences around a specific set of research objectives. In this way, it differs from the broad “secret shopper” survey that Joe has used to evaluate customer experiences in the past.

II. Discussion of Primary Problems Purpose

This report is intended to answer questions related to problems and areas of uncertainty addressed during the initial consultation. This step is crucial because it is important to determine what is and is not already known prior to conducting interviews or administering a survey. This section outlines the problems discussed prior to conducting any research.

Primary Problems

Lack of awareness of potential areas of exploration.

The initial visit yielded a few areas to possibly explore, but there was a lack of clear direction. Although this points to a lack of glaring problems, which is positive, it also indicates a lack of proactivity in anticipating and contemplating customer needs. An understandably heavy focus must be dedicated to operating the store, which limits the possibility of dedicating energy to growth and change.

Unaware of potential benefits of opening earlier.

Opening at 8am is comparatively late for a coffeehouse. Night Owl is considering opening earlier, such as 7am. However competition from Starbucks down the block, which specializes in quick service during the morning rush, is acknowledged. It would not be profitable for Night Owl to compete for this market, however an increase in customer share is possible if the store opens earlier.

Unaware of customers’ reaction to a non-smoking patio.

Night Owl is considering designating the back patio as non-smoking to improve the shop image and customer experience for non-smokers. A significant amount of customers smoke outside, with some staying for extended periods of time hanging out and smoking and taking up seats. There is a question of whether this will alienate customers or increase customers’ perceived value.

Unaware of why the shop is not very busy in the mornings.

Night Owl is positioned as a night time destination, and does not have a morning rush as traditional coffee shops do. There is an opportunity to capture more of the morning coffee drinker market.

III. Research Objectives Purpose

Research objectives are the driving questions behind the research conducted for this report. As more information about customer preferences has been discovered, the research objectives have changed for the purpose of directing the most valuable survey possible. Below are the initial research objectives crafted following the initial visit followed by the final objectives used to design the survey.

Initial Research Objectives:

• What would make more people visit in the mornings?

• Why do customers choose Night Owl over its competitors?

• How can Night Owl increase customers’ perceived value?

Final Research Objectives:

A. Would customers come earlier for a drink and breakfast if Night Owl were open before 8am and served bagels, fruit and breakfast sandwiches?

B. What would make current customers come more often?

C. What foods would make people come more often, if offered, or would entice people who do not purchase multiple items to buy food?

D. What are areas of high importance and low satisfaction to Night Owl's most valuable customers? (those who spend $8+ per visit and visit multiple times per week)

E. Are events (live music and open mics) diverse enough in style and is information about them clear to customers?

F. When are the times when finding seating is most challenging?

IV. Research Methodology Purpose:

This section outlines the methods used in the various phases of the research process. Each phase involved researching the preferences of current customers of Night Owl. Data was gathered from secondary research (articles and websites) as well as primary research directly from customers. Although there are limitations in the data collected, this methodology supports the validity of recommendations made to Night Owl.

A. Secondary Research

The first phase of research was conducted with secondary sources to provide background information on the coffeehouse industry for effective primary research. Another purpose of secondary research was to find industry trends that could present ideas for change or improvement for Night Owl.

Articles

Article #1 “Following Industry Trends: Healthy Options,” by Ashley Prentice, CoffeeTalk Magazine, 9/11/14

The article provides statistics and commentary that highlight the trend towards healthier food choices among customers, obstacles to coffee shops offering healthy food choices, and suggestions for overcoming those obstacles.

• 73 percent of adults say they try to eat healthier now at restaurants than they did two years ago

• Coffee shops should highlight nutritional facts of healthy items on the menu

• 60.6% of people in the 35–64 age group preferred organic, with an average of 57.6% across all age groups

Article #2 “Coffee Shops Cut Culinary Chops,” by Jason Q. Freed, Restaurant Hospitality, 6/3/14

The article discusses the trend of increased food offerings in coffee shops and the idea of the “third spot.”

• Broader menu options

• Better quality ingredients

• Coffee shops are a third spot for people between home and work

Article #3 “What’s The Secret To A Successful Coffee Shop?” by Peter Bakerville, Forbes Magazine, 12/20/2012

The article outlines some strategies for success in the coffee shop industry, ranging from marketing to operations.

• Promote multiple sales

• Deliver food and drink to customers’ tables

• Understand the need that the shop is filling

Article #4 “Creating the Coffee Shop Brand Experience: a Designer’s View,” by Mya Stark, The Specialty Coffee Chronicle, 11/13/13

The article discusses the power of the customer experience and its ability to boost a coffee shop’s brand image.

• See the shop from the point of view of a customer’s journey

• Offer various types of seating arrangements

• Unify the shop’s elements under a single, cohesive brand image

Article #5 Target Market Project: Accendo, by Hannah Ellenwood, 12/13

This research report from 2013 outlines findings from a fellow Biola marketing student including a comparison of Night Owl with its competitors, analyzing strengths, and weaknesses.

• Slightly distracting for those trying to work

• More consistency in drink taste than inconsistency

• Taste of products is above average, but not excellent

Websites

Website #1 www.green-bliss.com, Direct competitor’s website, accessed 9/24/14

This website showcases direct competitor Green Bliss’ brand and what value they wish to communicate to their customers.

• Heavy focus on organic, healthy foods and drinks

• Highlights their commitment to environmental sustainability

• Variety of healthy food choices

Website #2 www.yelp.com/biz/the-night-owl-fullerton, Yelp reviews of Night Owl, accessed 9/24/14

Reviews posted online by Night Owl customers.

• 39 mentioned hemp milk

• 47 mentioned the baristas

• 25 mentioned live music

• 352 reviews with an average of 4 stars out of 5

Website #3 www.mcclainscoffeehouse.com, Direct competitor’s website, accessed 9/24/14

This website displays close direct competitor McClain’s menu offerings and proposed value to customers.

• McClains is also open until 3am

• They serve a variety of foods at all times of day

• They also feature local artists

Website #4 www.swipely.com/blog/coffee-is-hot-coffee-shop-trends-that-increase-popularity/, “Coffee is Hot: Coffee Shop Trends That Increase Popularity” Blog post 4/26/14

This blog outlines some trends in coffee shops that stand out from their competition.

• Offer quick, healthy food items

• Bring in comedians or guest speakers

• Cater the atmosphere of the shop to what customers like the best

http://www.green-bliss.com

http://www

http://www.mcclainscoffeehouse.com

Website #5 www.localemagazine.com/dear-coffee-5-coffee-shops-in-orange-county-that-we-love/, “Dear Coffee: 5 Coffee Shops in Orange County That We Love,” by Erin Rose Belair and Jenavieve Belair, Locale Magazine, 11/5/12

This article describes 5 OC coffee shops described as “secretive, interesting and delicious.”

• Many serve fair trade organic coffee

• Hidden House has a very personal feel by physical design and friendly baristas

• At Alta, regular customers leave coffee cups on their shelves

http://www.localemagazine.com/dear-coffee-5-coffee-shops-in-orange-county-that-we-love/

B. Customer Interviews

Upon completion of secondary research, the face-to-face customer interview process was begun. Conversations were intentionally open-ended to allow for the customers to expound on what they felt was most important, but the initial research questions were used to guide the conversations. The purpose of these interviews was to determine customers’ perspectives on the initial research objectives and to discover their thoughts on Night Owl. Interviews were conducted between 10/2/14 and 10/15/14.

Customer Interviews

Customer Interview #1 Face-to-face at Night Owl on Thursday, 10/2/14 at 3:30pm with a male college student who has been coming for three years.

• Did not know that sandwiches were offered and would buy them if it was more clear

• Coffee quality average

• Price slightly high, but it doesn't discourage him from coming

• Would not come in before 8am

• Smoking outside is OK

Customer Interview #2 Face-to-face at Night Owl on Thursday, 10/2/14 at 3:45pm with a male in his mid-20's who has been to Night Owl four times.

• Has been coming in the afternoon

• Loves the art and music elements

• Would purchase fruit or granola

• Knows the coffee is organic, but it does not affect his perceived value

• Wishes there were more patio seating

Customer Interview #3 Face-to-face at Night Owl on Sunday, 10/5/14 at 11am with a female college student who was there for the first time

• Coffee is really good quality

• Aware that the coffee is organic and it raises her perceived value

• Would not purchase any of the sweets offered

• Would purchase healthier food options such as a wrap

Customer Interview #4 Face-to-face at Night Owl on Sunday, 10/5/14 at 11:15am with a woman in her late 20's who has been coming for three years.

• Likes the specialty/custom drinks

• Likes the patio and is not bothered by people smoking

• Comes for the atmosphere and to hang out

• Likes the pastries and would not be interested in healthier food offerings

• It is too loud to get work done, she comes to socialize

Customer Interview #5 Face-to-face at Night Owl on Friday, 10/10/14 at 9am with a male in his 70's who has been coming for a year and a half.

• Would not come earlier if Night Owl were open earlier

• Not interested in breakfast foods or healthier options

• Likes the pastries

• Coffee is good quality and reasonably priced

• Comes for the friendly service

Customer Interview #6 Face-to-face at Night Owl on Friday, 10/10/14 at 9:30am with a male in his 30's who has been coming for three years.

• Likes that it is open late

• Coffee is good quality

• Thinks a rewards program or some interaction for local business owners would be good

• Would purchase breakfast food or sandwiches if available

• Thinks soup would be a great thing to offer

Customer Interview #7 Face-to-face at Night Owl on Friday, 10/10/14 at 6pm with a female college student who has been coming for two years.

• Would purchase sandwiches/wraps/salads if available especially during open mic nights

• Comes for the atmosphere and the music and open mic nights

• Too distracting for studying

• Would not come if open before 8am

Customer Interview #8 Face-to-face at Night Owl on Friday, 10/10/14 at 6:30pm with a female college student who has been coming for a year.

• Likes to study here

• Coffee is good quality, but it is not a priority to her

• Would be interested in salads, sandwiches or wraps if offered

• Likes the background music that plays but does not come to the live music or open mics

Customer Interview #9 Face-to-face at Night Owl on Friday, 10/10/14 at 6:45pm with a male in his upper 30's who has been coming for three years.

• Likes the atmosphere for working

• Coffee is above average quality

• Not interested in food here even if there were more/healthier options

• Would not come in the morning before 8am if the shop was open earlier

Customer Interview #10 Face-to-face at Night Owl on Saturday, 10/11/14 at noon with a man in his 40's who has been coming for two years.

• Comes for the comfortable atmosphere and friendly people

• Coffee is good quality, but not a priority for him

• Would definitely buy a high protein healthy chicken food option

• Likes to get something to eat when he comes

Customer Interview #11 Face-to-face at Night Owl on Saturday, 10/11/14 at noon with a man in his mid 40's who has been coming for two years.

• Would definitely purchase gluten-free foods

• Loves the music and the atmosphere and the friendly baristas

• Cares about organic fair trade coffee and it raises his perceived value

Customer Interview #12 Face-to-face at Night Owl on Saturday, 10/11/14 at1pm with a female college student who has been coming for two years.

• Likes the homey atmosphere

• Coffee is good quality

• Likes to come late on the weekends

• Would never buy food

• Not bothered by smoking outside

Customer Interview #13 Face-to-face at Night Owl on Thursday, 10/15/14 at 9:45am with a female college student who has been coming for two years.

• Comes to study, better atmosphere than Starbucks

• Would not come before 8am if open

• Likes current food options, not interested in healthier breakfast foods like fruit or granola

• Coffee quality is great, can tell that the baristas pay close attention to quality

• Great ambiance, always clean

Customer Interview #14 Face-to-face at Night Owl on Thursday, 10/15/14 at 10:30am with a woman in her 40's who has been coming for three years.

• Comes for the friendly baristas and atmosphere

• Coffee quality is good

• Would come before 8am if it were open earlier

• Would like oatmeal or healthy, warm breakfast foods

Customer Interview #15 Face-to-face at Night Owl on Thursday, 10/15/14 at 11am with a man in his late 40's who has been coming for three years.

• Thinks there should be more shade outside

• Likes the organic fair trade coffee, but recognizes that there is not much awareness about it

• Would be interested in quick, healthy food items like a chicken sandwich

• Would come before 8am if it were open earlier

C. Focus Group

Following customer interviews, a focus group was conducted to gain more information about customer preferences. The value of a focus group compared with one-on-one interviews is that customers can respond to one another and build off of each other’s ideas, creating synergy that is impossible with a simple interview.

The focus group was held on Thursday afternoon, October 16th, 2014 on the Night Owl patio. Complimentary coffee was prepared, but the participants already had drinks. The options expressed by the five participants, Dominic, Adolfo, Eumi, Galilea and Matt are relevant because they have been coming to Night Owl from a range of three months to three years.

Key Findings:

• Food ideas: healthy/vegan breakfast sandwiches, spinach/ham and cheese wraps

• $8 for sandwiches is expensive

• They would come more often and purchase food more if it was a better value

• Coffee drinks are good quality and reasonably priced

• One would appreciate more live jazz music

• Outdoor speakers would definitely make their experience better

• They would come more often during summer days if there was a canopy over the back patio

• One would come more often in the morning if Night Owl opened earlier and would purchase a bagel and cream cheese for breakfast

• Some know that the coffee is organic, some do not- that knowledge does not make much of a difference in their perceived value

• They come for the atmosphere rather than the drinks, love the art and music vibe

• They would come to local art showcases, if offered

D. Survey Respondents

The largest and final step in the research process is the creation and distribution of a customer survey. The research questions, which were discovered from secondary sources, customer interviews, and the focus group, shaped the questions that were asked on the survey. Surveys were distributed at Night Owl primarily by the baristas.

A total of 95 surveys were collected over the course of three weeks. All respondents were Night Owl customers because data from current customers is most relevant to this research report. The customer preferences revealed by the survey may assist in developing strategies to increase customer satisfaction.

Who Filled Out the Survey

• 53 out of 95 respondents are male (Figure 1).

• 43 out of 94 respondents live in Fullerton (Figure 2).

• 51 out of 94 respondents are college students (Figure 3).

• 82 out of 93 respondents have referred someone to Night Owl (Figure 4).

• 26 out of 84 respondents primarily visit Night Owl between 8pm and 11pm (Figure 5).

• 89 out of 93 respondents normally stay at Night Owl to enjoy their drink (Figure 6).

E. Data Collection Method

This section describes the way in which the researcher distributed and collected the 95 surveys. The purpose of the following methodology is to mitigate the chances of respondents from being influenced or biased in their answers so that an accurate measurement of customer preferences is recorded.

How Many Collected

A total of 95 surveys filled out by current customers were collected at the end of the survey period, on 11/19/14.

When

They surveys were distributed between October 31, 2014 and November 19, 2014. This brief window minimized the chances of a single customer filling out multiple surveys and allowed for the report to be completed in a timely fashion.

Where

All surveys were filled out at Night Owl during normal business hours.

How

The surveys were primarily distributed by the baristas when taking customers’ orders, however Joe Rosati and Andrew Cleary also distributed some surveys during open mic nights.

Incentive

An incentive of a complimentary 12 oz. cup of coffee was offered to respondents upon completion of the survey either physically or via a voucher card that could be redeemed at any time.

Why

This methodology was designed to ensure the collection of accurate data. The purpose of the incentive was to encourage customers to fill out the survey without being valuable enough to influence their answers. Each survey was placed into a folder behind the counter upon completion to ensure confidentiality and to mitigate the risk of misplacing any surveys.

F. Sampling Process

Purpose

The purpose of this section is to outline the sampling techniques and methodology used to determine the sample used. This section shows the calculations that determine the accuracy of the research findings.

Sampling Technique

Because of restraints and limitations, the researcher could not survey the entire population of Night Owl customers. However, the researcher assumes that the data collected from this smaller sample of customers can be representative of the preferences of the entire population. The researcher used non-probability sampling techniques, meaning that this sample was not a random sample.

Sampling Method

The researcher used a convenience sampling technique, meaning that customers were surveyed based on convenience and accessibility. This method was selected to meet the time constraints of the project.

Sample Size Formula

The following formula describes the sample size for a random sample. Note: The value (p) has little effect on the final answer and is assumed to be 0.5.

n = z2 [p(1-p)] E2

95 = 1.652 [0.5 (1-0.5)] 0.0842

Key

n = sample size (95)

z = confidence level (1.65)

p = population (0.5)

c = allowable error (0.0842 or 8.4%)

Explanation

The sample size of 95 survey respondents means that we are 90% confident (z) that the responses will be within approximately plus or minus an allowable error range of 8.4% (e). This formula is created for the purpose of using a random sample; the sample in this report was not a random sample and therefore the confidence level and allowable error are approximations.

G. Data Analysis

Software program SurveyPro 4 was used to create and analyze the survey. This section will outline the software features and define statistical terms used in data analysis.

Software

SurveyPro 4 is a software that allows the researcher to visually and textually design a survey, input collected data, and analyze the survey results. This program was selected for its inclusion of these key features.

Statistical Terms

Summary Text: The summary text provides an abstract of all the statistical data gathered from the surveys. Responses from all of the completed surveys are summarized within the summary text. The number of replies, means, an standard deviations are also included as necessary.

Mean: The mean represents the average of respondents’ answers for a given question. The mean is calculated by taking the sum of all the respondents’ answers to a specific question and dividing it by the number of respondents. This average is important because it may reveal trends among respondents.

Standard Deviation: The standard deviation value refers to the variance of answers to a specific question. In this report, the standard deviation reveals how close customer responses are to the mean. This measure is significant because it allows the researcher to gauge the accuracy of the mean. For example, there may be a high mean overall satisfaction rating. However, a high standard deviation would indicate that there may be a group of customers who are well below that average.

Cross Tabulations: Cross tabulations allow the researcher to compare two questions with one another They are signified in this report with an “x” in the title. These comparisons are useful because they may indicate how certain demographics answered specific questions. Cross tabulations are also useful in analyzing how different demographics of customers responded to different questions throughout the survey.

Select Filters: A select filter highlights all of the data gathered from a specific customer group. After a cross tabulation is done and an interest is discovered, a select filter may be run to find out more information about that customer group. For example, a select filter can be run to show how college students answered every question on the survey.

H. Limitations

The results found from this research report are not fully conclusive because the research conducted was primarily for exploratory purposes. The report aims to provide initial research to identify areas for future study. This section outlines the various limiting factors in the research project for the purpose of full disclosure and transparency.

NOT a Random Sample

Since a convenience sample was used instead of a random sample, the sample can not be viewed as a perfect representation of all Night Owl customers.

Time Constraints

There was only a three-week time frame in which the surveys were distributed and collected. There were also time constraints on the secondary research, creation of the survey, and data analysis periods.

Experience

The researcher has little experience in the marketing research process.

Customer Bias

Customers may have chosen answers that were not an accurate representation of their preferences or opinions for a variety of reasons.

Final Constraints

There was a limited budget for a research project of this scale.

V. Explanation of Survey Terms Purpose

The following section displays copies of the survey used to collect and input the data as well as a summary of the data that was obtained from customers. The original survey is included to display the exact survey that customers received to fill out. The data entry survey is included so that question numbers may be easily referenced for the Major Findings section. The summary text includes all of the answers that were recorded from collected surveys.

Distributed Survey

This is the original survey that was distributed to Night Owl customers. All of the data collected was directly retrieved from the answers that were recorded on this survey.

Data Entry Survey

This is a copy of the survey that was used to input the data. This data was then further broken down during analysis. This survey differs slightly from the distributed survey, however the content of questions and answers were not modified in any way. The adjustments were made to accommodate the differences in how certain questions were presented on the physical survey and the most efficient way to input and analyze data.

Summary Text

The summary text includes all of the responses that customers gave to the survey questions. It includes the statistical measurements of counts, percentages, no answers, means, and standard deviations.

Customer Feedback Survey

This is a confidential and anonymous surveyintended to assist Night Owl in serving you better.Thank you for taking time to carefully read eachquestion and complete this survey.Your feedback is much appreciated!

What is yourgender?

Male Female

What is your age?Under18

18-2324-29

30-49Over 50

Do you live inFullertion?

Yes No

Are you a collegestudent?

Yes No

How many times have you visitedNight Owl in the past month?

Once2 or 3 times

4 or 5 times6 or more times

How much money do you spend onyour average visit?

Less than $3$3-5

$6-8More than $8

Do you purchase afood or pastry itemon a normal visit?

Yes No

When do you primarily visit Night Owl? (PickOnly One)

8am - 11am11am - 2pm

2pm - 5pm5pm - 8pm

8pm - 11pm11pm - 3am

Do you normally enjoyyour drink here or take it togo?

Enjoy it hereTake it to go

Have you everreferred someoneto Night Owl?

Yes No

Directions: Please circle the number that best represents your level of Importance ANDSatisfaction with each respective item.

Importance SatisfactionLowImportance

HighImportance

LowSatisfaction

HighSatisfaction

Pricing of Drinks 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Pricing of Food 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Speed of Service 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Clarity of Drink Menu 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Clarity of Food Menu 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Selection of Pastries 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Selection of Non-pastries 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Healthiness of Food 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Availability of Seating 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

WiFi Speed/Connection 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Directions: Please RANK from 1-4 in order of imporatance which food item you wish NightOwl offered (1 being most important, 2 being second most important, and so on).

_______ Bagel _______ Wrap _______ Fruit _______ Breakfast SandwichDo you have any suggestions for specific types of the above items? (ex. chicken wrap)___________________________________________________________________________

Please Turn Over and Complete the Backside.

Directions: Please read each statement and check the box that most closely corresponds withyour agreement.

VeryStronglyDisagree Disagree

MildlyDisagree

MildlyAgree Agree

VeryStronglyAgree

"I wish there was more patio seating."

"The baristas consistently exceed myservice expectations."

Night Owl is a great place to come to getwork done.

"I wish all prices were visibly listed on themenu."

"I would come more often if there wereoutdoor speakers."

If Night Owl opened at 7am then I wouldcome more often in the mornings.

"I would visit Night Owl for breakfast if fruit,bagels, and breakfast sandwiches wereserved."

If Night Owl offered an app with specialsand event information then I woulddefintiely use it.

If there was more information availableabout open mic nights then I would come tothem more often.

If there was a greater variety in the livemusic then I would come more often.

If there were a chicken wrap offered for $5then I would definitely buy it.

If there were vegan options then I wouldpuchase food more often.

"I wish the patio was smoke-free."

Please let us know one thing that Night Owl could improve upon to enhance the quality of yourvisit:______________________________________________________________________________________________________________________________________________________________________________________________________________________________What is your overall satisfactionwith Night Owl? Low Satisfaction High Satisfaction1 2 3 4 5 6 7 8 9 10

Thank you for completing the survey!Please give this completed survey to the barista for a complimentary 12 oz. cup of

coffee.

Data Entry SurveyThe Data Entry Survey is used in order toaccurately input the data into SurveyPro4. Also,the Data Entry Survey allows easy reference toquestion numbers within the report.

(1) Gender?MaleFemale

(2) Age?Under 1818-2324-29

30-49Over 50

(3) Live inFullertion?

YesNo

(4) Collegestudent?

Yes No

(5) Times visited in the past month?Once2 or 3 times4 or 5 times

6 or moretimes

(6) How much money do you spendon your average visit?

Less than $3$3-5

$6-8More than $8

(7) Buy a food orpastry on anormal visit?

Yes No

(8) When do you primarily visit Night Owl?8am - 11am11am - 2pm2pm - 5pm

5pm - 8pm8pm - 11pm11pm - 3am

(9) Enjoy drink here ortake it to go?

Enjoy it hereTake it to go

(10) Ever referredsomeone toNight Owl?

Yes No

(11) IMP Drink Pricing 1 2 3 4 5 6 7 8 9 10

(12) SAT Drink Pricing 1 2 3 4 5 6 7 8 9 10

(13) IMP Food Pricing 1 2 3 4 5 6 7 8 9 10

(14) SAT Food Pricing 1 2 3 4 5 6 7 8 9 10

(15) IMP Speed of Servie 1 2 3 4 5 6 7 8 9 10

(16) SAT Speed of Service 1 2 3 4 5 6 7 8 9 10

(17) IMP Drink Menu Clarity 1 2 3 4 5 6 7 8 9 10

(18) SAT Drink Menu Clarity 1 2 3 4 5 6 7 8 9 10

(19) IMP Food Menu Clarity 1 2 3 4 5 6 7 8 9 10

(20) SAT Food Menu Clarity 1 2 3 4 5 6 7 8 9 10

(21) IMP Pastry Selection 1 2 3 4 5 6 7 8 9 10

(22) SAT Pastry Selection 1 2 3 4 5 6 7 8 9 10

(23) IMP Non-pastry Selection 1 2 3 4 5 6 7 8 9 10

(24) SAT Non-pastry Selection 1 2 3 4 5 6 7 8 9 10

(25) IMP Healthiness of Food 1 2 3 4 5 6 7 8 9 10

(26) SAT Healthiness of Food 1 2 3 4 5 6 7 8 9 10

(27) IMP Seating Availability 1 2 3 4 5 6 7 8 9 10

(28) SAT Seating Availability 1 2 3 4 5 6 7 8 9 10

(29) IMP WiFi Speed/Connection 1 2 3 4 5 6 7 8 9 10

(30) SAT WiFi Speed/Connection 1 2 3 4 5 6 7 8 9 10

(31) Ranked Bagel 1? Yes No

(32) Ranked Wrap 1? Yes No

(33) Ranked Fruit 1? Yes No

(34) Ranked Breakfast Sandwich 1? Yes No

(35) Ranked Bagel 2? Yes No

(36) Ranked Wrap 2? Yes No

(37) Ranked Fruit 2? Yes No

(38) Ranked Breakfast Sandwich 2? Yes No


MildlyDisagree

MildlyAgree Agree

VeryStronglyAgree

(39) "I wish there was more patio seating."

(40) "Baristas consistently exceed myservice expectations."

(41) Great place to come to get work done.

(42) "I wish all prices were visibly listed onthe menu."

(43) "I would come more often if hadoutdoor speakers."

(44) If Night Owl opened at 7am wouldcome more often.

(45) "I would visit Night Owl for bfast ifbfast food served."

(46) Would definitely use app.

(47) If more information available aboutopen mic nights would attend more.

(48) If greater variety in the live musicwould come more often.

(49) If chicken wrap offered for $5 woulddefinitely buy it.

(50) If vegan options would puchase foodmore often.

(51) "I wish the patio was smoke-free."

(52) Please let us know one thing that Night Owl could improve upon to enhance the quality of yourvisit:

None! I love Everything!Larger Tables IndoorsMore Food OptionsHealthier Food OptionsMore Outlets

More Seating OverallSturdier CupsMore Baristas During BusyTimesPrices Are Too High

Clearer FoodDescriptions/PricesMake It Cooler InsideIncreased Lighting InsideCheap or Free Refills

(53) What is your overallsatisfaction with Night Owl? Low Satisfaction High Satisfaction1 2 3 4 5 6 7 8 9 10

Summary Text

The Summary Text provides a breakdown of the answers to each question on the survey. Byproviding the counts and percentages that pertain to each question, the Summary Text allows ageneral explanation of each finding. To explain further, the Summary Text includes the meanand standard deviation when available. The information provided is valuable to analyze anddetermine the desires of customers.

Q1: Gender?

Gender?

53; 55.8% Male 42; 44.2% Female 0; 0.0% No Answer

Replies 95

Q2: Age?

Age?

42; 44.2% 18-23 18; 18.9% 30-49 2; 2.1% Under 1822; 23.2% 24-29 10; 10.5% Over 50 1; 1.1% No Answer

Replies 94

Q3: Live in Fullertion?

Live in Fullertion?

51; 53.7% No 43; 45.3% Yes 1; 1.1% No Answer

Replies 94

Q4: College student?

College student?

51; 53.7% Yes 43; 45.3% No 1; 1.1% No Answer

Replies 94

Q5: Times visited in the past month?

Times visited in the past month?

41; 43.2% 6 or more times 20; 21.1% Once 1; 1.1% No Answer21; 22.1% 2 or 3 times 12; 12.6% 4 or 5 times

Replies 94

Q6: How much money do you spend on your average visit?

How much money do you spend on your average visit?

52; 54.7% $3-5 14; 14.7% More than $8 1; 1.1% No Answer22; 23.2% $6-8 6; 6.3% Less than $3

Replies 94

Q7: Buy a food or pastry on a normal visit?

Buy a food or pastry on a normal visit?

61; 64.2% No 32; 33.7% Yes 2; 2.1% No Answer

Replies 93

Q8: When do you primarily visit Night Owl?

When do you primarily visit Night Owl?

26; 27.4% 8pm - 11pm 14; 14.7% 2pm - 5pm 11; 11.6% 5pm - 8pm 11; 11.6% No Answer14; 14.7% 8am - 11am 11; 11.6% 11am - 2pm 8; 8.4% 11pm - 3am

Replies 84

Q9: Enjoy drink here or take it to go?

Enjoy drink here or take it to go?

89; 93.7% Enjoy it here 4; 4.2% Take it to go 2; 2.1% No Answer

Replies 93

Q10: Ever referred someone to Night Owl?

Ever referred someone to Night Owl?

82; 86.3% Yes 11; 11.6% No 2; 2.1% No Answer

Replies 93

Q11: IMP Drink Pricing

IMP Drink Pricing

1; 1.1% Rated 1 2; 2.1% Rated 4 19; 20.0% Rated 7 18; 18.9% Rated 100; 0.0% Rated 2 13; 13.7% Rated 5 23; 24.2% Rated 8 4; 4.2% No Answer1; 1.1% Rated 3 11; 11.6% Rated 6 3; 3.2% Rated 9

Replies 91; Mean 7.33; Std Dev 1.89

Q12: SAT Drink Pricing

SAT Drink Pricing



Q13: IMP Food Pricing

IMP Food Pricing



Q14: SAT Food Pricing

SAT Food Pricing



Q15: IMP Speed of Service

IMP Speed of Service



Q16: SAT Speed of Service

SAT Speed of Service



Q17: IMP Drink Menu Clarity

IMP Drink Menu Clarity



Q18: SAT Drink Menu Clarity

SAT Drink Menu Clarity



Q19: IMP Food Menu Clarity

IMP Food Menu Clarity



Q20: SAT Food Menu Clarity

SAT Food Menu Clarity



Q21: IMP Pastry Selection

IMP Pastry Selection



Q22: SAT Pastry Selection

SAT Pastry Selection



Q23: IMP Non-pastry Selection

IMP Non-pastry Selection



Q24: SAT Non-pastry Selection

SAT Non-pastry Selection



Q25: IMP Healthiness of Food

IMP Healthiness of Food



Q26: SAT Healthiness of Food

SAT Healthiness of Food



Q27: IMP Seating Availability

IMP Seating Availability



Q28: SAT Seating Availability

SAT Seating Availability



Q29: IMP WiFi Speed/Connection

IMP WiFi Speed/Connection



Q30: SAT WiFi Speed/Connection

SAT WiFi Speed/Connection



Q31: Ranked Bagel 1?

Ranked Bagel 1?

57; 60.0% No 28; 29.5% Yes 10; 10.5% No Answer

Replies 85

Q32: Ranked Wrap 1?

Ranked Wrap 1?

66; 69.5% No 19; 20.0% Yes 10; 10.5% No Answer

Replies 85

Q33: Ranked Fruit 1?

Ranked Fruit 1?

63; 66.3% No 22; 23.2% Yes 10; 10.5% No Answer

Replies 85

Q34: Ranked Breakfast Sandwich 1?

Ranked Breakfast Sandwich 1?

60; 63.2% No 25; 26.3% Yes 10; 10.5% No Answer

Replies 85

Q35: Ranked Bagel 2?

Ranked Bagel 2?

59; 62.1% No 26; 27.4% Yes 10; 10.5% No Answer

Replies 85

Q36: Ranked Wrap 2?

Ranked Wrap 2?

66; 69.5% No 19; 20.0% Yes 10; 10.5% No Answer

Replies 85

Q37: Ranked Fruit 2?

Ranked Fruit 2?

65; 68.4% No 19; 20.0% Yes 11; 11.6% No Answer

Replies 84

Q38: Ranked Breakfast Sandwich 2?

Ranked Breakfast Sandwich 2?

71; 74.7% No 14; 14.7% Yes 10; 10.5% No Answer

Replies 85

Q39: "I wish there was more patio seating."


3; 3.2% Very Strongly Disagree 24; 25.3% Agree7; 7.4% Disagree 11; 11.6% Very Strongly Agree

16; 16.8% Mildly Disagree 5; 5.3% No Answer29; 30.5% Mildly Agree


Q40: "Baristas consistently exceed my serviceexpectations."

"Baristas consistently exceed my service expectations."

0; 0.0% Very Strongly Disagree 36; 37.9% Agree0; 0.0% Disagree 43; 45.3% Very Strongly Agree2; 2.1% Mildly Disagree 6; 6.3% No Answer8; 8.4% Mildly Agree


Q41: Great place to come to get work done.

Great place to come to get work done.

3; 3.2% Very Strongly Disagree 42; 44.2% Agree4; 4.2% Disagree 24; 25.3% Very Strongly Agree3; 3.2% Mildly Disagree 4; 4.2% No Answer

15; 15.8% Mildly Agree


Q42: "I wish all prices were visibly listed on the menu."

"I wish all prices were visibly listed on the menu."




Q43: "I would come more often if had outdoor speakers."

"I would come more often if had outdoor speakers."



Q44: If Night Owl opened at 7am would come more often.

If Night Owl opened at 7am would come more often.



Q45: "I would visit Night Owl for bfast if bfast food served."

"I would visit Night Owl for bfast if bfast food served."




Q46: Would definitely use app.

Would definitely use app.




Q47: If more information available about open mic nightswould attend more.

If more information available about open mic nights would attend more.




Q48: If greater variety in the live music would come moreoften.

If greater variety in the live music would come more often.



Q49: If chicken wrap offered for $5 would definitely buy it.

If chicken wrap offered for $5 would definitely buy it.



Q50: If vegan options would puchase food more often.

If vegan options would puchase food more often.




Q51: "I wish the patio was smoke-free."




Q52: Please let us know one thing that Night Owl couldimprove upon to enhance the quality of you...

Please let us know one thing that Night Owl could improve upon to enhance the quality of your visit:

12; 12.6% None! I love Everything! 4; 4.2% Sturdier Cups8; 8.4% More Seating Overall 4; 4.2% Increased Lighting Inside7; 7.4% More Food Options 4; 4.2% Cheap or Free Refills7; 7.4% Healthier Food Options 2; 2.1% More Outlets6; 6.3% Larger Tables Indoors 2; 2.1% More Baristas During Busy Times6; 6.3% Prices Are Too High 2; 2.1% Make It Cooler Inside5; 5.3% Clearer Food Descriptions/Prices 40; 42.1% No Answer

Replies 55

Q53: What is your overall satisfaction with Night Owl?

What is your overall satisfaction with Night Owl?



VI. Major Findings and ConclusionsPurpose

This section categorically displays all major findings gleaned from the data analysis. All conclusions come directly from data presented within the major findings and reference the appropriate Figures.

Breakdown of Survey Respondents Who Filled Out The Survey

Major Finding A Overall Customer Satisfaction

Major Finding B Most Valuable Customers

Major Finding C Issues With Seating Availability

Major Finding D Potential Changes That Attracted Interest

Major Finding E Preferences Regarding Food

Breakdown of Survey Respondents Who Filled Out The Survey

Q2: What is your age?

Figure 1

Finding: 42 out of 94 respondents are between the ages of 18 and 23.

Q3: Do you live in Fullerton?

Yes43

No51

Figure 2

Finding: 51 out of 94 respondents live outside Fullerton.

Q4: Are you a college Student?

No43

Yes51

Figure 3

Finding: 51 out of 94 respondents are college students.

Q10: Have you ever referred someone to Night Owl?

No11

Yes82

Figure 4

Finding: 82 out of 93 respondents have referred someone to Night Owl.

Q8: When do you primarily visit Night Owl?

148am - 11am

1111am - 2pm

142pm - 5pm

115pm - 8pm

268pm - 11pm

811pm - 3am

0.0 10.0 20.0 30.0 40.0Frequency (%)

Figure 5

Finding: 26 out of 84 respondents primarily visit Night Owl between 8pm and 11pm.

Q9: Do you normally enjoy your drink here or take it to go?

Take it to go4

Enjoy it here89

Figure 6

Finding: 89 out of 93 respondents normally enjoy their drink at Night Owl.


Q53: What is your overall satisfaction with Night Owl?

0Rated 1

0Rated 2

0Rated 3

0Rated 4

0Rated 5

0Rated 6

2Rated 7

27Rated 8

24Rated 9

37Rated 10

0.0 10.0 20.0 30.0 40.0 50.0Frequency (%)

Figure 7

Finding: 61 (37 + 24) of 90 respondents rated their overall satisfaction as a 9 or 10 out of 10, with a mean of 9.07.

Conclusion: This may suggest that the majority of respondents are very satisfied with their experience with Night Owl.

Q53: Entire survey of ONLY customers who rated Overall Satisfaction as a 10 out of 10

A select filter was run on ONLY customers who rated Overall Satisfaction a 10. A total of 37 out of90 respondents selected this answer. This information is helpful in understanding which respondents are most satisfied and what factors contribute to their positive attitudes.

Figure 8

Finding #1: 27 out of 35 respondents were male.

Finding #2: All 37 out of 37 respondents agreed that baristas consistently exceed their service expectations, of whom 27 very strongly agreed.

Finding #3: 33 out of 37 respondents agreed that Night Owl is a great place to get work done.

Finding #4: 24 out of 37 respondents rated satisfaction of speed of service as a 10 out of 10.

Conclusion: This may suggest that males are more highly satisfied than females. This may also suggest that speedy, friendly service and a great work environment have contributed to high satisfaction.

Q53: Overall Satisfaction x Q5: How many times have you visited Night Owl in the past month?

Figure 9

Finding: 31 (13 + 18) out of 40 respondents who have visited Night Owl 6 or more times in the past month also rated their Overall Satisfaction as a 9 OR 10, with a mean of 9.2.

Conclusion: This may suggest that customers who are very satisfied with Night Owl visit the most frequently.

Q12-30: Satisfaction and Importance High-to-Low Means

Figure 10

Finding #1: The top two areas of Importance were Seating Availability and Speed of Service.

Finding #2: The top two areas of Satisfaction were Speed of Service and Drink Menu Clarity.

Finding #3: The bottom two areas of Importance were Healthiness of Food and Non-pastry Selection.

Finding #4: The bottom two areas of Satisfaction were Healthiness of Food and Food Pricing.

Conclusion: This may suggest that customers are most satisfied with service speed and drink menu clarity.

Q1: What is your gender?

Figure 11

Finding: 42 of 95 respondents are female.

Q1: Gender x Q53: Overall Satisfaction

Figure 12

Finding: 16 out of 40 female respondents rated overall satisfaction as a 8 out of 10, with a mean of 8.98

Q1: Entire survey of ONLY female customers A select filter was run on ONLY female customers. A total of 42 out of95 respondents are female. This information is helpful in understanding the preferences of female customers.

Figure 13

Finding #1: 26 out of 42 female respondents are under the age of 24.

Finding #2: The respondents’ area of lowest satisfaction was Drink Pricing with a mean of 7.24.

Finding #3: 16 out of 40 female respondents purchase food on a normal visit.

Finding #4: 13 out of 37 female respondents ranked fruit as their number one choice for a new food offering.

Finding #5: 22 out of 41 female respondents agreed that they would purchase food more often if there were vegan food options.

Conclusion: Figures 12 and 13 may suggest that females are generally less satisfied with their Night Owl experience than males, with Drink Pricing being their lowest area of satisfaction. Additionally, a majority of females are younger than 24 years old and that many do not frequently visit. This may also suggest that a significant number of females normally purchase food and that fruits and vegan foods would appeal to them.


Q5: How many times have you visited Night Owl in the past month?

Once20

6 or more times41

2 or 3 times21

4 or 5 times12

Figure 14

Finding: 41 out of 94 respondents have visited 6 or more times in the past month.

Q6: How much money do you spend on your average visit?

More than $8

14Less than $36

$6-822

$3-552

Figure 15

Finding: 36 (22 + 14) out of 94 respondents spend $6 or more on their average visit.

Q6: How much money do you spend on your average visit? x Q5: How many times have you visited Night Owl in the past

month?

Figure 16

Finding: 14 (8 + 6) out of the 41 respondents who have visited 6 or more times in the past month spend $6 or more on their average visit.

Q5: Entire Survey of ONLY customers who have visited 6 or more times in the past month AND spend $6 or more on their

average visit. A select filter was run on ONLY customers who indicated that they have visited 6 or more times in the past month AND spend at least $6 on their average visit. A total of 14 out of 94 respondents selected this answer. This information is helpful in understanding the preferences of most valuable customers: those who visit most often and spend the most money.

Figure 17

Finding #1: 11 out of 14 respondents are males.

Finding #2: The 14 respondents' mean Importance rating for Seating Availability was 8.79 out of 10 and their mean Satisfaction was 6.57.

Finding #2: 12 out of 14 respondents agreed that they would come more often if there was more variety in live music.

Finding #3: 7 out of 14 respondents agreed that they would purchase food more often if vegan food was offered.

Finding #4: 12 out of 13 respondents agreed that they wish there were more patio seating.

Finding #5: 10 out of 14 respondents agreed that they would purchase a chicken wrap for $5.

Finding #6: 9 out of 14 respondents disagreed that they wish the patio was smoke-free, with 4 very strongly disagreeing.

Conclusion: Figures 14-17 may suggest that the majority of the most valuable customers are male, just over half purchase food on a normal visit, all have referred someone, seating availability is an area of especially high importance and low satisfaction, the vast majority agree that they wish there were more patio seating, a majority would purchase a chicken wrap for $5, and a majority disagree that the patio should be smoke free, with a significant amount strongly disagreeing.

Major Finding C Issues With Seating Availability

Q27 and Q28: Importance and Satisfaction of Seating Availability

IMP Seating Availability Mean: 9.02

SAT Seating Availability Mean: 7.27

Figure 18

Finding: Seating Availability had a mean Importance of 9.02 and a mean Satisfaction of 7.27.

Q28: Satisfaction of Seating Availability

0Rated 1

3Rated 2 4Rated 3

5Rated 4

3Rated 5

15Rated 6

18Rated 7 13Rated 8

11Rated 9

19Rated 10

0.0 5.0 10.0 15.0 20.0 25.0Frequency (%)

Figure 19

Finding: 30 out of 91 respondents rated Satisfaction of Seating Availability as a 6 or below out of10.

Conclusion: Figures 18 and 19 may suggest that Seating Availability is an area of high Importance and low Satisfaction.

Q28: ONLY customers who rated SAT Seating Availability as a 6 or below x Q8: When do you primarily visit Night Owl?

Of Respondents Who Rated SAT Seating Availability 6 or Below

58am - 11am

411am - 2pm

32pm - 5pm

35pm - 8pm

98pm - 11pm

111pm - 3am

0.0 10.0 20.0 30.0 40.0Frequency (%)

Figure 20

Finding: 9 out of the 24 respondents primarily visit Night Owl between 8pm and 11pm.

Conclusion: This may suggest that 8pm - 11pm is the most difficult time to find seating.

Q28: Entire Survey of ONLY customers who rated Satisfaction of Seating Availability as a 6 or below

A select filter was run on ONLY customers who rated Satisfaction of Seating Availability as a 6 or below. A total of 30 out of 91 respondents selected this answer. This information is helpful in understanding which respondents are least satisfied with seating, as this is an area of high importance.

Figure 21

Finding #1: 20 out of 30 respondents are male.

Finding #2: 13 out of 30 respondents have visit Night Owl 6 or more times in the past month.

Finding #2: 24 out of 29 respondents agreed that they wish there was more patio seating.

Finding #3: 5 respondents mentioned larger indoor tables as their "one area of improvement".

Finding #4: 5 respondents mentioned more seating overall as their "one area of improvement".

Finding #5: 14 out of 30 respondents rated their Overall Satisfaction as an 8 or below out of 10, with a mean of 8.77.

Conclusion: This may suggest that a lack of patio seating and small tables indoors contribute to respondents' low Satisfaction with Seating Availability. This may also suggest that low Satisfaction with Seating Availability contributes to lower Overall Satisfaction ratings.

Major Finding D Potential Changes That Attracted Interest

Q46: "If Night Owl offered an app with specials and event information then I would definitely use it."

4Very Strongly Disagree

7Disagree

17Mildly Disagree

18Mildly Agree

19Agree

25Very Strongly Agree

0.0 5.0 10.0 15.0 20.0 25.0 30.0Frequency (%)

Figure 22

Finding: 25 out of 90 respondents very strongly agreed that they would definitely use an app for specials and event information.

Q46: Entire survey of ONLY respondents who STRONGLY AGREED with the statement: "If Night Owl offered an app with specials and event information then I would definitely use it."

A select filter was run on ONLY customers who STRONGLY AGREED that they would definitelyuse an app with specials and event information if it were offered. A total of 25 out of 90 respondents selected this answer. This information is helpful in understanding which customers have shownstrong interest in using a Night Owl app.

Figure 23

Finding #1: 19 out of 25 respondents agree that they would come to open mic nights more often if there were more information available.

Finding #2: 17 out of 24 respondents agreed that they would buy a chicken wrap for $5.

Finding #3: 13 out of 25 respondents spend $3-5 on their average visit.

Conclusion: This may suggest that a Night Owl app would be an effective way to communicate with customers who want specials and event information. This may also suggest that a $5 chicken wrap would be a special that app users would purchase. Additionally, many of these customers may be interested in specials because they generally spend only $3-5 at Night owl.

Q47: "If there was more information available about open mic nights then I would come to them more often."


7Disagree

18Mildly Disagree

34Mildly Agree

13Agree


0.0 10.0 20.0 30.0 40.0Frequency (%)

Figure 24

Finding: 60 (34 + 13 +13) out of 91 respondents agreed that they would come to open mics more often if there were more information available.

Q46: "If Night Owl offered an app with specials and event information then I would definitely use it." x "If there was more information available about open mic nights then I would come

to them more often.”

Figure 25

Finding: 47 respondents both agreed that they would use an app for specials and event information AND agreed that they would come to open mic nights if there were more information about them.

Conclusion: Like figure 21, this may also suggest that many customers who indicated interest in using a Night Owl app would come to open mic nights more often, meaning that an app would be an effective way to communicate information about open mics to those who are interested in coming to them more often.

Q42: "I wish all prices were visibly listed on the menu."


8Disagree

18Mildly Disagree

27Mildly Agree

24Agree


0.0 5.0 10.0 15.0 20.0 25.0 30.0Frequency (%)

Figure 26

Finding: 60 (27 + 24 +9) out of 90 respondents agreed that they wish all prices were visibly listed on the menu.

Conclusion: This may suggest that a significant majority of respondents agree that all prices should be visibly listed on the menu.

Q48: "If there was a greater variety in the live music then I would come more often."


11Disagree

14Mildly Disagree

33Mildly Agree

17Agree


0.0 10.0 20.0 30.0 40.0Frequency (%)

Figure 27

Finding: 63 (33 + 17 + 13) out of 91 respondents agreed that they would come more often if there was more variety in the live music.

Conclusion: This may suggest that a significant majority of respondents agree that they would come see live music more often if there was more variety in the music.

Q51: "I wish the patio was smoke-free."


13Disagree

10Mildly Disagree

12Mildly Agree

11Agree


0.0 5.0 10.0 15.0 20.0 25.0 30.0Frequency (%)

Figure 28

Finding: 24 out of 91 respondents very strongly disagreed with making the patio smoke-free.

Conclusion: This may suggest that customers have strong feelings on this issue, with more respondents disagreeing with making the patio smoke-free than agreeing.

Q51: Entire survey of ONLY respondents who STRONGLY DISAGREED with the statement: “I wish the patio was

smoke-free.” A select filter was run on ONLY customers who STRONGLY DISAGREED that they wish the patio was smoke-free. A total of 24 out of 91 respondents selected this answer. This information is helpful in understanding which customers strongly disagree with a smoke-free patio.

Figure 29

Finding #1: 16 out of 24 respondents are male.

Finding #2: 16 out of 24 respondents are college students.

Finding #3: 18 out of 24 respondents spend $3-5 on their average visit.

Finding #4: 19 out of 24 respondents have visited at least 6 times in the past month.

Finding #5: The respondents’ mean Overall Satisfaction rating is 9.52.

Conclusion: This may suggest that the majority of those who like that the patio allows smoking are male college students. Additionally this may suggest that they are not among the top Night Owl spenders, but are among those who visit most often.

Q51: Entire survey of ONLY respondents who STRONGLY AGREED with the statement: “I wish the patio was smoke-

free.” A select filter was run on ONLY customers who STRONGLY AGREED that they wish the patio was smoke-free. A total of 21 out of 91 respondents selected this answer. This information is helpful in understanding which customers strongly agree with a smoke-free patio.

Figure 30

Finding #1: 12 out of 21 respondents are female.

Finding #2: 14 out of 21 respondents are not college students.

Finding #3: 10 out of 21 respondents spend at least $6 on their average visit.

Finding #4: 12 out of 21 respondents have visited 3 times or less in the past month.

Finding #5: The respondents’ mean Overall Satisfaction rating is 9.19.

Conclusion: This may suggest that the majority of those who like that the patio allows smoking are male college students. Additionally this may suggest that they are not among the top Night Owl spenders, but are among those who visit most often.

Q52: Please let us know one thing that Night Owl could improve upon to enhance the quality of your

visit:

12None! I love Everything!

8More Seating Overall

7More Food Options

7Healthier Food Options

6Larger Tables Indoors

6Prices Are Too High

5Clearer Food Descriptions/Prices

4Sturdier Cups

4Increased Lighting Inside

4Cheap or Free Refills

2More Outlets

2More Baristas During Busy Times

2Make It Cooler Inside

0.0 5.0 10.0 15.0 20.0 25.0Frequency (%)

Figure 31

Finding: The top three areas that customers took the time to suggest improvement on are more seating overall, more food options, and healthier food options.

Conclusion: This may suggest that a significant number of customers would prefer more seating overall, more food options, and healthier food options. This may also suggest that sturdier cups, inside temperature, and indoor lighting should be areas for future research.


Q7: Do you purchase a food or pastry on a normal visit?

Yes32

No61

Figure 32

Finding: 61 out of 93 respondents do not normally purchase any food item.

Q7: Entire Survey of ONLY customers who DO NOT normally purchase food

A select filter was run on ONLY customers who indicated that they do not normally purchase a food item. A total of 61 out of 93 respondents selected this answer. This information is helpful in understanding the preferences of customers who do not purchase food on a regular basis.

Figure 33

Finding #1: The mean Satisfaction rating for Food Pricing was 6.74 out of 10, with 24 out of 53 respondents rating it less than 7.

Finding #2: The Importance ratings for Pastry Selection, Non-pastry Selection, and Healthiness ofFood all had means of less than 6 out of 10

Finding #3: 34 out of 58 respondents agreed that they would visit Night Owl for breakfast if breakfast food were served.

Finding #4: 4 mentioned more food options, 4 mentioned healthier food options, and 6 mentioned that prices are too high as their "one area of improvement."

Conclusion: This may suggest that high prices are a contributing factor to customers choosing not to purchase food. Additionally, it may suggest that food selection and healthiness are not important to most of these customers, although a small number specifically listed these areas as ways to improve their experience. This may also suggest that a significant amount of these customers are interested in visiting Night Owl for breakfast.

Q7: Entire Survey of ONLY customers who DO normally purchase food

A select filter was run on ONLY customers who indicated that they normally purchase a food item. A total of 32 out of 93 respondents selected this answer. This information is helpful in understanding the preferences of customers who are already purchasing food on a regular basis.

Figure 34

Finding #1: 20 out of 31 respondents are college students.

Finding #2: 17 out of 27 respondents ranked "Bagel" as either their first or second choice in which food they wish was offered.

Finding #3: 25 out of 31 respondents agreed that they would visit for breakfast if breakfast food was served.Finding #4: 21 out of 31 respondents agreed that they would definitely buy a chicken wrap for $5.

Conclusion: This may suggest that most food purchasers are college students and show interest in more options such as bagels, breakfast foods in the mornings, and chicken wraps.

Q25: Importance for Healthiness of Food

20Rated 1

0Rated 2

4Rated 3

5Rated 4

11Rated 5

6Rated 6 8Rated 7

13Rated 8 8Rated 9

16Rated 10

0.0 5.0 10.0 15.0 20.0 25.0Frequency (%)

Figure 35

Finding: 24 (8 + 16) out of 93 respondents rated Importance for Healthiness of Food as a 9 or 10.

Q25: Entire Survey of ONLY customers who rated Importance for Healthiness of Food as a 9 OR 10 out of 10

A select filter was run on ONLY customers who selected 9 OR 10 for Importance for Healthiness of Food. A total of 24 out of 93 respondents selected this answer. This information is helpful in understanding the preferences of customers who view Healthiness of Food as very important.

Figure 36

Finding #1: 12 out of 23 respondents are 23 years old or younger.

Finding #2: 18 of 24 respondents are college students.

Finding #3: 11 out of 23 respondents purchase food on a normal visit.

Finding #4: The mean Satisfaction rating for Healthiness of Food was 7.43 out of 10, with 6 out of24 respondents rating it as 5 or below.

Finding #5: 13 out of 23 respondents selected Breakfast Sandwich either first or second as the food item they most wish was offered.

Finding #6: 15 out of 22 respondents agreed that they would purchase a chicken wrap for $5.

Figure #7: 13 out of 22 respondents agreed that they would purchase vegan foods, if offered.

Conclusion: This may suggest that a significant amount of those who think healthy food is important are young college students, nearly half regularly purchase food, they rate their satisfaction with food healthiness relatively low, and they show some interest in breakfast sandwiches, chicken wraps, and vegan foods.

Q45: "I would visit for breakfast if breakfast food were served."


9Disagree

14Mildly Disagree

18Mildly Agree

31Agree


0.0 10.0 20.0 30.0 40.0Frequency (%)

Figure 37

Finding: 61 (18 + 31 + 12) out of 91 respondents agreed that they would visit Night Owl for breakfast if breakfast food were served.

Q45: Entire Survey of ONLY customers who agreed with the statement, "I would visit Night Owl for breakfast if fruit,

bagels, and breakfast sandwiches were served." A select filter was run on ONLY customers who agreed with the statement, "I would visit Night Owl for breakfast if fruit, bagels, and breakfast sandwiches were served." A total of 61 out of 91 respondents selected this answer. This information is helpful in understanding the preferences of customers who expressed interest in visiting Night Owl to purchase breakfast foods.

Figure 38

Finding #1: 30 out of 60 respondents are 23 years old or younger.

Finding #2: 37 of 61 respondents are college students.

Finding #3: 31 out of 61 respondents have visited 6 or more times in the past month.

Finding #4: 41 out of 61 respondents spend $5 or less on their average visit.

Finding #5: 34 out of 59 respondents do not currently purchase a food or pastry on a normal visit.

Finding #6: Respondents primarily visit Night Owl between 8pm and 11pm (18 out of 54) and between 8am and 11am (11 out of 54).

Finding #7: Respondents’ mean Importance rating for Healthiness of Food was a 5.92, however 11 respondents rated Healthiness of Food as a 10 out of 10.

Figure #8: 30 out of 60 respondents agreed that they would visit Night Owl more often if it opened at 7am.

Conclusion: This may suggest that a significant amount of those who are interested in breakfast at Night Owl are relatively younger college students. The fact that over half do not normally purchase food and spend $5 or less on their average visit may reveal an opportunity to provide these customers with a food that they would purchase when they visit. The times that respondents visit may suggest that mornings and nights would be the best time to serve breakfast food, if not all day. Half of respondents indicating that they would visit Night Owl more often in the mornings if it were open at 7am may suggest that there would be interest in breakfast foods being available starting at 7am if Night Owl were to open then.

Q49: "If a chicken wrap were offered for $5 I would definitely buy one."


14Disagree

12Mildly Disagree

23Mildly Agree

14Agree


0.0 5.0 10.0 15.0 20.0 25.0 30.0Frequency (%)

Figure 39

Finding: 52 (23 + 14 +15) out of 90 respondents agreed that they would definitely buy a chicken wrap for $5.

Conclusion: Figures 37 and 38 may suggest that a majority of customers would be interested in breakfast food and chicken wraps. They may also suggest that a significant amount of customers would purchase food more often if there were vegan options.

Q31 - Q38: Ranking of which food customers wished Night Owl offered

Figure 40

Finding #1: The most respondents (28) ranked Bagel as number one.

Finding #2: The most respondents (28 + 26) ranked Bagel as either number one or two.

Conclusion: This may suggest that more customers wish Bagels were offered than they do Breakfast Sandwiches, Fruits, or Wraps.

VII. Summary of RecommendationsPurpose

The purpose of this section is to summarize the recommendations that are based on the data within each major finding. The conclusions from the data were used to craft the following recommendations. A reminder of the report’s limitations is included to put the recommendations into the proper context of the research project. Finally, suggested areas for future research will be listed.

Reminder of Limitations

The results of this research are not fully conclusive due to multiple factors. This report was not designed to provide conclusive research as the project was conducted primarily for exploratory purposes. Because a convenience sample, not a random sample, was used, the sample should not be viewed as an accurate representation of all Night Owl customers. Additionally, the three week window for distributing surveys limited the amount that could be collected. It should also be noted that the researcher has little experience with the marketing research process. Customers’ responses may not be an accurate representation of their preferences or opinions for a variety of reasons. Finally, there was a limited budget for a research project of this scale.

A. Recommendations


• It is recommended that Night Owl focus on training baristas to go above and beyond in their customer service and continue to position itself as a great place to get work done (Figure 8)

• It is recommended that Night Owl continue to provide speedy service by looking for ways to maintain and increase the speed of service (Figures 8, 10)

• It is recommended that Night Owl market fruits and vegan foods to women, specifically under the age of 24 (Figure 13)


These recommendations are strongest because they are informed by the preferences of Night Owl’s most valuable customers:

•It is strongly recommended that Night Owl increase seating availability, especially on the patio (Figure 17)

•It is strongly recommended that Night Owl increase the variety in live music (Figure 17)

•It is strongly recommended that Night Owl offer vegan food (Figure 17)

•It is strongly recommended that Night Owl serve chicken wraps (Figure 17)

•It is strongly recommended that Night Owl continue with its policy of allowing patio smoking (Figure 17)

Major Finding C Satisfaction Of Seating Availability

•It is recommended that Night Owl treat seating availability as a priority issue to address (Figures 18, 19, 21)

•It is recommended that Night Owl make more seating available during the hours of 8pm and 11pm (Figure 20)

•It is recommended that Night Owl increase the seating availability on the patio and increase the table size indoors to increase customer satisfaction (Figure 21)

Major Finding D Feedback On Possible Changes

•It is recommended that Night Owl offer an app with information about open mic nights and offer a chicken wrap $5 special through the app, along with other event information and specials (Figures 22, 23, 25)

•It is recommended that Night Owl list out all prices and encourage more variety in its live music (Figures 26, 37)

•It is recommended that Night Owl continue with its policy of allowing patio smoking due to customer strong feedback against a smoke-free patio from those who come often (Figure 28, 29, 30)

•It is recommended that Night Owl respond to customers’ suggestions about increasing seating availability, variety in food options, and the healthiness of food options (Figure 31)


•It is recommended that Night Owl offer breakfast foods at reasonable prices to increase customer share of those who do not currently purchase food as well as the overall customer base (Figure 32, 33, 37, 38)

•It is recommended that Night Owl offer chicken wraps for $5 because there is significant overall interest and strong interest from those who normally purchase food (Figures 34, 39)

•It is recommended that Night Owl cater to those who view healthy foods as highly important by offering breakfast sandwiches, chicken wraps for $5 and vegan food items (Figure 36)

•It is recommended that Night Owl serve bagels as it was customers’ top choice for new food to serve and there is strong interest from customers who normally purchase food at Night Owl (Figures 34, 40)

B. Areas for Future Study

•It is recommended that Night Owl conduct further research on what customers expect from baristas and what constitutes excellent service in their eyes, which will identify areas to focus on when training baristas

•It is recommended that Night Owl conduct further research to identify the types of vegan foods that customers would be interested in and how much they are willing to pay for vegan food

•It is recommended that Night Owl conduct research on potential changes to seating arrangements that would accommodate more customers

•It is recommended that Night Owl research the varieties of live music that customers would come to see

•It is recommended that Night Owl conduct further research on the types of specials that customers would like to see offered in a Night Owl app and on what other features they would like the app to contain

•It is recommended that Night Owl conduct further research into the hours that customers wish breakfast food was offered, which types of breakfast food they want most, and how much they would be willing to pay

•It is recommended that Night Owl conduct further research on which spreads customers would want the option of purchasing with their bagels

•It is recommended that Night Owl conduct further research on what might make customers come more often such as weekly specials, a rewards card, cheaper refills, and more electrical outlets

•It is recommended that Night Owl conduct further research on customer preferences regarding the temperature inside

•It is recommended that Night Owl conduct further research on customer preferences concerning cup durability and sturdiness

•It is recommended that Night Owl conduct further research over a longer period of time using random sampling to reduce the potential of unreliable data due to sampling error

C. Revised Survey

Purpose

The purpose of revising the survey is to illustrate how the recommended areas of future study could be translated into survey questions. This revised survey also includes changes that the researcher, in hindsight, believes would have allowed the initial survey to determine a more complete and accurate representation of customer preferences and opinions.

The following pages contain the revised survey, formatted so that Night Owl ownership can easily photocopy it and distribute another set of surveys to explore the recommended areas of future study.

Customer Feedback Survey

This is a confidential and anonymous surveyintended to assist Night Owl in serving you better.Thank you for taking time to carefully read eachquestion and complete this survey.Your feedback is much appreciated!

What is yourgender?

Male Female

What is your age?Under21

21-2425-29

30-49Over 50

Do you live inFullertion?

Yes No

Are you a collegestudent?

Yes No

How many times have you visitedNight Owl in the past month?

Once2 to 4 times

5 to 7 times8 or more times

How much money do you spend onyour average visit?

Less than $3$3-4

$5-7More than $7

Do you purchasefood on a normalvisit?

Yes No

When do you primarily visit Night Owl? (PickOnly One)

8am - 11am11am - 2pm

2pm - 5pm5pm - 8pm

8pm - 11pm11pm - 3am

Do you consider yourselfa regular at Night Owl?

Yes No

Have you everreferred someoneto Night Owl?

Yes No

Directions: Please circle the number that best represents your level of Importance ANDSatisfaction with each respective item.

Importance SatisfactionLowImportance

HighImportance

LowSatisfaction

HighSatisfaction

Pricing of Drinks 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Pricing of Food 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Speed of Service 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Barista Friendliness 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Barista Attentiveness 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Selection of Pastries 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Selection of Non-pastries 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Healthiness of Food 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Availability of Seating 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

WiFi Speed/Connection 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10

Directions: Please RANK from 1-4 in order of imporatance which spreads you wish NightOwl offered with bagels (1 being most important, 2 being second most important, and so on).

_______ Plain Cream Cheese _______ Strawberry Cream Cheese _______ Peanut Butter

_______ Jam or Jelly _______ Butter _______ Nutella _______ Almond ButterPlease Turn Over and Complete the Backside.

Directions: Please read each statement and check the box that most closely corresponds withyour agreement.


MildlyDisagree

MildlyAgree Agree

VeryStronglyAgree


"The baristas consistently exceed myservice expectations."

Night Owl is a great place to come to getwork done.

"I wish all prices were visibly listed on themenu."

If Night Owl had brighter lighting then Iwould come more often to do work.

If Night Owl offered a rewards card with afree drink after 12 purchases then I woulddefintiely come more often.

"I would visit Night Owl for breakfast if fruit,bagels, and breakfast sandwiches wereserved."

If Night Owl offered an app with specialsand event information then I woulddefintiely use it.

If there was more information availableabout open mic nights then I would come tothem more often.

If there was a greater variety in the livemusic then I would come more often.

If there was a vegan wrap offered for $6then I would definitely buy it.

I would definitely buy a bagel if they wereserved all day.


If Night Owl were cooler inside then I woulddefinitely come more often.

"I would definitely pay more for coffee if thecups were sturdier."

"I would definitely purchase a breakfastsandwich for $3 before 10am."

Please let us know one thing that Night Owl could improve upon to enhance the quality of yourvisit:______________________________________________________________________________________________________________________________________________________________________________________________________________________________Please let us know what features and specials would be offered in the perfect Night Owl app:______________________________________________________________________________________________________________________________________________________________________________________________________________________________What is your overall satisfactionwith Night Owl? Low Satisfaction High Satisfaction1 2 3 4 5 6 7 8 9 10

Thank you for completing the survey!Please give this completed survey to the barista for a complimentary 12 oz. cup of

coffee.