BBQ Restaurant Analysis

Transcription

1 BBQ Restaurant Analysis Purpose: To determine customers desire to have a BBQ restaurant at the Unions. Survey Period: Taste Test = November 8-23, 2011; Perceptions = November 21-23, 2011 Surveyors: Taste Test = N/A; Perceptions = Student Affairs Marketing Sample Size: Taste Test = 748; Perceptions = 33 * See appendix for questionnaires Executive Summary Three separate surveys were run throughout November to gauge customer interest in a BBQ restaurant at the Student Union. The first survey involved a taste test sample (n=748) on the mall featuring proposed recipes, the second was a perceptions survey of students that tasted the samples (n=16), and the third was a perceptions survey of students that had not tasted any samples (n=17) % of surveyed customers expressed an interest in the BBQ restaurant, and the results did not differ significantly between those that had and had not tried the samples. All students participating in the third perceptions survey were familiar with other BBQ restaurant concepts (44% Famous Dave s, 40% Mama s Hawaiian, 16% Tony Roma s), and only 20% had never visited these locations % of surveyed customers expressed that they would visit a BBQ establishment weekly (no customers would visit daily, but 32% would visit monthly and 6-12% would visit semesterly). However, only 40% of the similar customers currently visit similar restaurants (such as Famous Dave s) on a weekly basis. Students who had tried the BBQ samples on the mall expressed that they would pay an average price of $5.13 for a meal similar to what they sampled (with a range of $3-$10, and deviation of $1.71). However, the samples were smaller than the actual meal to be served in the restaurant. Students who had not tried the samples, but viewed a copy of the menu, expressed that they would pay an average price of $7.34 for a meal (main course, drink, and side), with a range of $2-12 and deviation of $2.34. Combining these results, an average price of $6.29 is reached. The taste test survey recorded the highest scores for the tastiness and tenderness of the samples, and the lowest scores for spiciness of the honey mustard and smoky BBQ sauces, and the smokiness of the beef. Overall, scores were low for greasiness and fattiness, and 62% of customers surveyed felt the samples were cooked just right. Key takeaways: 94-97% of surveyed customers are interested in a BBQ survey 63-71% of surveyed customers would visit a BBQ restaurant weekly An average meal combo price between $5.13-$7.34 is recommended

2 Positive Factors Overall, all surveyed customers responded positively to the idea of a BBQ restaurant in the Student Union. The overall majority (97%) of surveyed customers from the Taste Test survey indicated they would be interested in a BBQ restaurant on campus. The majority (94%) of surveyed customers that did try the samples in the perception survey indicated they would be interested in a BBQ restaurant. The majority (94%) of surveyed customers that did not try the samples in the perception survey indicated they would be interested in a BBQ restaurant. The perception survey customers that did try the samples indicated they would most likely visit the BBQ restaurant weekly. This result did not change significantly for customers that did not try the samples. Overall, the average price provided by surveyed customers when asked approximately how much they would pay for a main dish was $6.29 with a range of about $2.29 with the max price being $12 and the minimum price being $2. The Taste Test surveyed customers gave the highest scores to the tastiness of all the meats (pork 4.24, chicken 4.15, beef 4.19) and the tenderness of the chicken (4.37) and pork (4.34) samples. The majority (62%) of the Taste Test surveyed customers responded that all the meats were cooked just right. Comparing all the overall quality scores for the meats and sauces, the Taste Test customers responses were highest for the meat on the chicken and pork samples and for the sauce on the pork sample. Negative Factors The overall impression from the Taste Test surveyed customers indicates that although they are interested in the restaurant, 3% of surveyed customers expressed concern about the price, stating that they would only eat at the BBQ restaurant if the food was reasonably priced. Taste Test surveyed customers consistently commented about the samples needing to be spicier, have more BBQ sauce, and be served on better bread. The Taste Test surveyed customers gave the lowest scores to the spiciness of the sauce on the chicken (1.99) and the beef (1.99), and the smokiness of the beef (2.65). Comparing all the overall quality scores for the meats and sauces, the Taste Test surveyed customers consistently ranked the beef samples lower than the chicken and the pork; the scores were especially lower in the categories of tenderness, smokiness, and quality and higher in fattiness.

3 Overall Taste Test Survey Sample Tested: Smoked Mesquite Chicken/ Honey Mustard BBQ Sauce: 203 people Smoked Mesquite Pulled Pork Sliders/ BBQ Sauce: 315 people BBQ Beef Brisket/ Smoky BBQ Sauce 225 people *Note: 5 people did not specify which sample they tried but their responses were included overall The MEAT was Average Score Tender 4.31 Tasty 4.17 High Quality 3.93 Smoky 3.76 Greasy 2.57 Fatty 2.55 *Note: scores are out of 5, with 5 being extremely 5 The meat was Tender Tasty High Quality Smoky Greasy Fatty * Greasy and Fatty were intended to be negative factors When asked, on a scale from 1-5, if the meat was undercooked, just right, or overcooked, the average surveyed customer response was 3.09 with a range of This signifies surveyed customers thought the meats were cooked just right. See graph on following page.

4 % of Surveyed Customers 100% 90% The meat was... 80% 70% 60% 50% 40% 30% 20% Overall Chicken Pork Beef 10% 0% 1 Undercooked 2 3 Just Right 4 5 Overcooked No Response The SAUCE was Average Score Tasty 4.02 Sweet 3.50 Tangy 3.07 Spicy 2.02 *Note: scores are out of 5, with 5 being extremely 5 The sauce was Tasty Sweet Tangy Spicy Interest in having a BBQ restaurant: # of Customers % of Customers Customers that ARE % Customers that ARE NOT 10 1% Customers that did not respond 15 2%

5 BBQ Restaurant Interest 1% 2% Customers that ARE interested Customers that ARE NOT interested 97% Customers that did not respond Observations: The overall results show a positive reception to the samples. A majority (97%) of surveyed customers are interested in having a BBQ restaurant. When asked why, 486 customers gave a reason. Some of the most common reasons stated used words or phrases such as: adds variety, BBQ is delicious, it s good, I love BBQ, it s awesome, it s yummy, and tasty. Since the majority was interested in the restaurant, a list of comments countering that opinion is given below. Please see appendix for complete list of survey responses. Negative or less interested comments: This was yummy. But I would have to be in the mood for BBQ food. So I m not sure how much I d eat there. Its tasty, hope the price is reasonable It was good would need a reasonable price though All of the meat needs more flavorful sauces Maybe, usually not on the UA campus for dinner and lunch It was excellent. Some parts of the meat were a little fatty, but it was great It tastes good but whether I would buy depends on price, and what kind of bread it was served with. Not sure what else there is to offer? Sides? I prefer other kinds of food, more healthy food Have something really spicy Good, but having a side should be an option I don t eat on campus often It would be a different option, but I don't think I would eat there often Conclusion The surveyed customers responded positively to all the BBQ samples. The surveyed customers made recommendations that could be useful if the Union decides to put in a BBQ restaurant. However, the survey question asking for the customer s level of interest in a BBQ restaurant is leading because they were trying the samples.

6 Chicken Taste Test Survey Sample Tested: Smoked Mesquite Chicken/Honey Mustard BBQ Sauce: 203 people The MEAT was Average Score Tender 4.37 Tasty 4.15 High Quality 4.01 Smoky 3.94 Greasy 2.51 Fatty 2.47 *Note: scores are out of 5, with 5 being extremely When asked, on a scale from 1-5, if the meat was undercooked, just right, or overcooked, the average surveyed customer response for the smoked mesquite chicken was This signifies surveyed customers thought the chicken was cooked just right. The SAUCE was Average Score Tasty 3.94 Sweet 3.55 Tangy 3.08 Spicy 1.99 *Note: scores are out of 5, with 5 being extremely Interest in having a BBQ restaurant: # of Customers % of Customers Customers that ARE % Customers that ARE NOT 2 1% Customers that did not respond 7 3% Observations: A majority (96%) of surveyed customers showed interest in a BBQ restaurant after trying the smoked mesquite chicken. When asked why they were interested, 129 out of 203 customers gave a reason. The reasons stated are similar to the responses stated in the Overall analysis section above. There were negative comments specifically about the chicken that are different from the overall section: Would be better with tangier sauce; can t detect the mustard! The chicken tasted too much like smoke. Needed a tad more salt very moist smoked flavor Meh, pulled pork was better I would suggest to make it more spicy The sauce soaked into the bread and made it soggy, and it fell apart a little I love BBQ, but you need better sauce and bread Please see appendix for complete list of survey responses.

7 Pork Taste Test Survey Sample Tested: Smoked Mesquite Pulled Pork Sliders/BBQ Sauce: 315 people The MEAT was Average Score Tender 4.34 Tasty 4.24 High Quality 3.96 Smoky 3.68 Greasy 2.53 Fatty 2.49 *Note: scores are out of 5, with 5 being extremely When asked, on a scale from 1-5, if the meat was undercooked, just right, or overcooked, the average surveyed customer response for the smoked mesquite pork was This signifies surveyed customers thought the pork was cooked just right. The SAUCE was Average Score Tasty 4.11 Sweet 3.57 Tangy 3.07 Spicy 2.04 *Note: scores are out of 5, with 5 being extremely Interest in having a BBQ restaurant: # of Customers % of Customers Customers that ARE % Customers that ARE NOT 2 1% Customers that did not respond 4 1% Observations: A majority (98%) of surveyed customers were interested in having a BBQ restaurant after trying the smoked mesquite pork. When asked why, 215 out of 315 customers gave a reason. The reasons stated for wanting a BBQ restaurant were similar to the responses stated in the Overall analysis section above. There were negative comments specifically about the pork that are different from the overall section: I prefer the chicken. The pork was too sweet. A little too sweet Better bread and I d be down BOMB! MORE SAUCE! Kinda dry. Bread has to be less sweet. The meat can be spicier. Delicious. Could use a better sauce, maybe a little more smoky. Still good though! I like BBQ. Felt meat needed a little more sauce. Pretty tasty, though. I would like to be able to add my own sauce to make it spicier. It is delicious, chicken isn t great. Loved everything, pork needs more sauce, do it! I d eat here more. Also: more desserts.

8 It is tasty, you could marinate it and season it more It just needs a little more kick to it Meat was great, but there needs to be more flavor Pork was not as good as the beef. Not spicy enough should be more smoky. Quite tasty BBQ with good grilled flavor. Personally would like spicier. Should be spicier Spicier!! Try Famous Dave s! Stronger Sauce!!! Weak flavor! Very well done, I d like a little more sauce When eaten with a bun, it lost some of the flavor. When eaten without the bun, it was great! Yum yum! Would like a spicier version Yummy. But I hate the fatty chunks Please see appendix for complete list of survey responses. Beef Taste Test Survey Sample Tested: BBQ Beef Brisket/Smoky BBQ Sauce: 225 people The MEAT was Average Score Tasty 4.19 Fatty 3.82 Tender 3.70 High Quality 3.12 Greasy 2.68 Smoky 2.65 *Note: scores are out of 5, with 5 being extremely When asked, on a scale from 1-5, if the meat was undercooked, just right, or overcooked, the average surveyed customer response for the BBQ beef brisket was This signifies surveyed customers thought the beef was cooked just right. The SAUCE was Average Score Tasty 3.97 Sweet 3.36 Tangy 3.05 Spicy 1.99 *Note: scores are out of 5, with 5 being extremely Interest in having a BBQ restaurant: # of Customers % of Customers Customers that ARE % Customers that ARE NOT 6 3% Customers that did not respond 4 2%

9 Observations: A majority (95%) of surveyed customers were interested in having a BBQ restaurant after trying the BBQ beef brisket. When asked why, 140 out of 225 customers gave a reason. The reasons for a BBQ restaurant were similar to the responses stated in the overall section. There were negative comments specifically about the beef that are different from the overall section: Beef was bad: it was half beef and half inedible chunks of fat and who knows what. For beef have more actual meat. Could be sweeter and a bit spicier. Cut down on grease level I love BBQ! The sauce needs a little more flavor. But pretty darn good. I love brisket and BBQ. Would also like the option of brisket without BBQ sauce. I m hoping for good wings It is a good idea, although it could use a little more flavor in the meat. More salt! More tang! More flavor! Make it more spicy if you want it to taste like Brushfire More smoke, stronger sauce, too weak. More spice Could use some tomatoes and bell peppers Not with sandwich, it doesn t go well together Needed more sauce Puller pork is better Should be spicier The meat seemed a bit too greasy. I liked the sweet taste of the pork, I liked the spice of the beef. Too much smoky Please see appendix for complete list of survey responses.

10 Perceptions Survey: Customer who DID try BBQ samples Sample Tested: 16 people Smoked Mesquite Chicken/ Honey Mustard BBQ Sauce: 3 people Smoked Mesquite Pulled Pork Sliders/ BBQ Sauce: 9 people BBQ Beef Brisket/ Smoky BBQ Sauce 6 people *Total does not equal 16 because customers sampled multiple items Approximately how much would you be willing to pay for a sandwich like the one you sampled today? Statistics Price Average Price $5.13 Maximum Price $10.00 Minimum Price $3.00 Price Range $1.71 How often would you be interested in eating a meal like this at a BBQ restaurant in the Student Union? Responses # of Customers % of Customers Daily 0 0% Weekly 10 63% A few times per month 3 19% Once a month 2 13% A few times a semester 1 6% Once a semester 0 0% Never 0 0% Visit Frequency 19% 13% 6% 63% Daily Weekly Few Times/Month Once a Month Few Times/Semester Once a Semester Never Interest in having a BBQ restaurant: # of Customers % of Customers Customers that ARE 15 94% Customers that ARE NOT 1 6%

11 BBQ Restaurant Interest 6% Customers that ARE Customers that ARE NOT 94% Surveyed customers were asked a follow up question of why, or why they were not, interested in a BBQ restaurant. The one customer that responded No commented that they don t eat meat that much which is why they were not interested. Conclusion: The overall results of surveyed customers that did try the samples shows a positive reaction to a BBQ restaurant. The average price the surveyed customer would be willing to pay for a sandwich was $5.13 with a range of about $1.75. Surveyed customers indicated they were mostly interested in eating at the BBQ restaurant weekly (63%). None of the customers responded they would visit daily. The maximum price the surveyed customers were willing to pay was $10 and the minimum was $3. A majority (94%) of surveyed customers are interested in having a BBQ restaurant after trying the samples. The surveyed customers were encouraged to comment about the potential new BBQ restaurant; below is a list of the comments. Comments: Would change things up Mascot Good idea Really good Good-Western theme. Keep Hawaiian buns Exquisite, not spicy great idea great idea Sell in groups or singles A little oily A little dry, but good Good idea-fatty/greasy meat Not fatty, but greasy Sauce was tangy, meat was tender. Would like a spicier option Veggie options

12 Perceptions Survey: Customer who DID NOT try BBQ samples Customers Surveyed: 17 people Are you familiar with any of the following BBQ restaurant chains? Options # of Customers % of Customers Famous Dave's 11 44% Tony Roma's Ribs 4 16% Lucille's Smokehouse BBQ 0 0% Dickey's BBQ 0 0% Smokey Bones 0 0% Mama's Hawaiian BBQ 10 40% BBQ Restaurant Familiarity Famous Dave's 40% 44% Tony Roma's Ribs Lucille's Smokehouse BBQ Dickey's BBQ Smokey Bones 16% Mama's Hawaiian BBQ The surveyed customers were asked a follow up question, which asked how often they visit the above restaurants. This was an open-ended question, therefore the data below was coded according to their responses. Because it was an optional question, the total number of customers does not equal 17. How often do you visit the above restaurants? Responses # of Customers % of Customers Daily 0 0% Weekly 6 40% A few times per month 2 13% Once a month 2 13% A few times a semester 0 0% Once a semester 2 13% Never 3 20%

13 Approximately, how much would you be willing to pay for one of these main dishes?* Statistics Price Average Price $7.34 Maximum Price $12.00 Minimum Price $2.00 Price Range $2.34 *Surveyed customers were shown a menu. How often would you be interested in eating a meal like this at a BBQ restaurant in the Student Union? Responses # of Customers % of Customers Daily 0 0% Weekly 12 71% A few times per month 3 18% Once a month 0 0% A few times a semester 2 12% Once a semester 0 0% Never 0 0% Visit Frequency 18% 12% 71% Daily Weekly Few Times/Month Once a Month Few Times/Semester Once a Semester Never Interest in having a BBQ restaurant: # of Customers % of Customer Customers that ARE 16 94% Customers that ARE NOT 1 6%

14 BBQ Restaurant Interest 6% Customers that ARE Customers that ARE NOT 94% Surveyed customers were asked a follow up question of why, or why they were not, interested in a BBQ restaurant. The one customer that responded No commented they probably won t go unless it has a short line. Conclusion: The overall results of surveyed customers that did not try the samples show a positive response to a BBQ restaurant. The average price the surveyed customer would be willing to pay for a sandwich was $7.34 with a range of $2.34. Surveyed customers indicated they were mostly interested in eating at the BBQ restaurant weekly (71%) which was more often than survey customers said they visit other BBQ restaurants (40% weekly). Surveyed customers were most familiar with Famous Dave s (44%) and Mama s Hawaiian BBQ (40%) but were also familiar with Tony Roma s Ribs (16%). The maximum price the surveyed customers were willing to pay was $12 and the minimum was $2. A majority (94%) of surveyed customers are interested in having a BBQ restaurant without trying the samples. The surveyed customers were encouraged to comment about the potential new BBQ restaurant, but only one customer commented, saying, I want this! Demographics Class-Standing Number of Customers Freshman 19 Sophomore 7 Junior 2 Senior 4 Grad Student 1 Faculty/Staff 0 Other 0 Gender Number of Customers Female 8 Male 25* *The number of male respondents is higher than normal (wasn t sure how to say this)

15 Analysis The majority of all customers surveyed were interested in having a BBQ restaurant in the Student Union. The level of interest did not change for customers that did not try the samples. Customers from the taste test survey were 97% interested, customers from the perception survey that did try sample were 94% interested, and customers from the perception survey that did not try sample were 94% interested. All the customers surveyed indicated they would visit the BBQ restaurant weekly. This result did not change significantly (4%) based on whether or not the surveyed customer tried a sample. The surveyed customers provided approximate prices they would be willing to pay. Overall, the average price was $6.29 with a range of $2.29 with the maximum price being $12 and the minimum price being $2. The customers that tried the samples provided a lower average price of $5.13 with a range of $1.71 compared to customers that did not try the samples, which the average price was $7.34 with a range of $2.34. $14.00 Prices $12.00 $10.00 $8.00 $6.00 $4.00 $2.00 $- Customers DID Try Sample Customers DID NOT Try Sample

16 1. Which BBQ Sample did you try? BBQ "Taste Test" Sampling Survey Smoked Mesquite Chicken / Honey Mustard BBQ Sauce Smoked Mesquite Pulled Pork Sliders / BBQ sauce 2. The meat was... 1= not at all 5= extremely BBQ Beef Brisket / Smoky BBQ Sauce...Tasty Tender Smoky Greasy Fatty High Quality Undercooked Just Right! Overcooked 3. The sauce was... 1=not at all 5=extremely...Tasty Spicy Tangy Sweet Would you be interested in having a restaurant on campus that serves this kind of BBQ food? Yes Why or why not? No

17 BBQ "Taste Test" Sampling Survey Description: Date Created: 11/8/2011 7:58:19 PM Date Range: 11/10/ :00:00 AM - 12/2/ :59:00 PM Total Respondents: 748 Q1. Date: Count Percent % Count Percent 748 Respondents % 11/08/ % 11/09/2011 Q2. Which BBQ Sample did you try? Count Percent % Smoked Mesquite Chicken / Honey Mustard BBQ Sauce % Smoked Mesquite Pulled Pork Sliders / BBQ sauce % BBQ Beef Brisket / Smoky BBQ Sauce % No response 748 Respondents Q3. The meat was... - Tasty Count Percent % Not at all % % % % Extremely % No response 748 Respondents Q4. The meat was... - Tender Count Percent % Not at all % % % % Extremely % No response 748 Respondents

18 Q5. The meat was... - Smoky Count Percent % Not at all % % % % Extremely % No response 748 Respondents Q6. The meat was... - Greasy Count Percent % Not at all % % % % Extremely % No response 748 Respondents Q7. The meat was... - Fatty Count Percent % Not at all % % % % Extremely % No response 748 Respondents Q8. The meat was... - High Quality Count Percent % Not at all % % % % Extremely % No response 748 Respondents

19 Q9. The meat was... Count Percent % 1 - Undercooked % % 3 - Just right! % % 5 - Overcooked % No response 748 Respondents Q10. The sauce was,,, - Tasty Count Percent % Not at all % % % % Extremely % No response 748 Respondents Q11. The sauce was,,, - Spicy Count Percent % Not at all % % % % Extremely % No response 748 Respondents Q12. The sauce was,,, - Tangy Count Percent % Not at all % % % % Extremely % No response 748 Respondents

20 Q13. The sauce was,,, - Sweet Count Percent % Not at all % % % % Extremely % No response 748 Respondents Q14. Would you be interested in having a restaurant on campus that serves this kind of BBQ food? Count Percent % Yes % No % No response 748 Respondents Q15. Why or why not? Count Percent % Count Percent % :) % A change in food % a good change from the usual menu % a little too sweet % A new budget option in the cactus grill is great. Priced right and this could be my lunch % A new taste. But I hope for a bigger sandwich % A new variety of food. Choices are always good % a normal BBQ sandwich % Add variety % adds variety % All of the meat needs more flavorful sauces % AMAZING! % As a texan, I am a big fan of bbq % As long as it's not served on the Hawaiian rolls % awesome % Awesome! % b/c we don't have one % BBQ food makes the world a better place % BBQ is a southwester tradition. Why didn't you do it sooner. idk! % BBQ is always a good idea % BBQ is always a welcomed change from any type of lunch. More variety % BBQ is american % BBQ is awesome and adds lots of variety! % bbq is awesome!

21 1 0.21% bbq is delicious and I would love to eat bbq food % bbq is delicious! % BBQ is delicious! % bbq is good :) % BBQ is good! % BBQ is good! % BBQ is great % BBQ is one of my favorite foods! plus it's really good % BBQ is so good! % BBQ is tasty no matter what % BBQ is tasty! % BBQ isn't a fad % bbq rocks % BBQ Rules! % BBQ! % BBQ!!!!! % BBQ>BK/Cactus Grill % Be epic % Because barbeque is good % because bbq is awesome % because bbq is yummy! and its different! % Because BBQ its good eating!! % because food good % because i enjoy bbq % because I love bbq % Because I love BBQ % Because I love bbq and I would definitely go to such a restaurant % because I love bbq, but you need better sauce and bread % because i miss texas % Because I'm a cowboy! I love BBQ! % because it's awesome! % because it's delicious % because it's good % Because it's good % Because it's good! % Because it's good! Plus they gave me a free one...maybe it'll happen again % Because it's good, they should make steaks too. Also because I work in the kitchen and will probably have to make it % Because it's really good! % Because it's yummy! % Because the food was good and had lots of flavor. The meat was of high quality % Because we don't have BBQ in this place % Becuase bbq food is always good % Beef was amazing I would be it is something new % better bread and I'd be down.

22 1 0.21% better than fro yo % BOMB! MORE SAUCE! kinda dry % Both were great! % bread has to be less sweat. the meat can be spicier % Brisket was the best. Chicken and pork were okay % brushfire grill is awesome % But maybe too expensive % By the 1st bite I was happy! It's really good, and I Would definitely buy this food! % Cause I eat meat son! % cause it's delicious, tried all three and pork was easy, chicken needed more bbq flavor or sauce, beef was pretty good all around, maybe a little better *kings hawaiian bread was great move, DON'T CHANGE % Cause it's good % cause its yummy % Chicken was just right. Beef was bad: its half beef half inedible chunks of fat and who knows what. For beef have more actual meat % Chuck testa % Could be sweeter and a bit spicier. I am connoisseur, huge bbq fan % Couse the union rocks! % cut down on grease level % Cuz I love me some BBQ % cuz it's good % delicious % Delicious % Delicious :) % Delicious would eat there several times a week % Delicious! % Delicious! I'd eat there everyday % Delicious. Could use a better sauce, maybe a little more smoky. Still good though! % Depends heavily on the cost! % Depends on the price % Different % different food for campus % different than anything else on campus % Different thank what we have now! % Diversity % don't usually eat fast food % everyone loves bbq % everyone loves bbq and there's no place to get bbq on campus % Exactly, why not have this restaurant? Good food. Hopefully not expensive. Not enough BBQ on campus % food is good! % food! :) % From Missouri. Love this stuff! Good variety % Froyo has never gotten my business, this will % Fulfilling!

23 1 0.21% gives variety to the union % good % good food % good food :D % Good food, Go America! % Good food. Would sell % good stuff % Good stuff % good taste cooked well % good variety % good! % good! filling! thank you :) % Good, but having a side should be an option % Good, hopefully. Cheap food is always welcome % Good % great % great choice % Great option for the Union % great! % great!! % Have something really spicy % huge fan of slow cooked bbq % i <3 BBQ % I <3 BBQ % i <3 bbq! % I could want some BBQ on campus % I don't eat on campus often % I guess. I don't know. I prefer vegetables and fruits, but I do like chicken though % I hate BBQ but <3 this :) % I like barbeque % I like barbeque food and this sample was really good % I like bbq % I like BBQ % I like BBQ food and this was pretty good % I like BBQ. Felt meat needed a little more sauce. Pretty tasty, though % I like BBQ % I like food % I like the meat. Barbecue is nicer than a hamburger sometimes. This sort of food would be good in winter when it's cold. Note: the sauce soaked into the bread and made it soggy, and it fell apart a little % I like the smell % I like the variety of food. Good % I liked it % I love barbeque % i LOVE BARBEQUE

24 1 0.21% I love barbeque chicken % I love barbeque! There's nothing really like it on campus either % I love barbeque, and think most people would as well % I love bbq % I love BBQ % I LOVE BBQ % I love BBQ and the food is very tasty % I love BBQ food, so it would be nice to have a BBQ spot on campus % I love bbq! % I love BBQ! % I Love bbq! % I love bbq! the sauce needs a little more flavor. But pretty darn good % I love brisket and bbq. Would also like the option of brisket w/o bbq sauce % I love good BBQ! % I love me some BBQ! % i love pulled pork! % I loved it % I prefer other kinds of food, more healthy food % I prefer the chicken. The pork was too sweet % I really enjoy smoked beef. This sandwich was good! % I really like BBQ there is nothing have already but it could be a little better % I want healthier food, more chicken % I would like to be able to my own sauce to make it spicier % I would love a BBQ option! Especially with good vegetable sides. Campus needs more hot veggies % I would only go if it had the traditional fixins corn, tadders etc % I would suggest to make it more spicy % I'm from Texas and love BBQ. This stuff passed! % I'm hoping for good wings % if it's cheap i'll go for it % If it's cheap, I'll buy it % increase the variety availability of fresh meat on campus.. really good more sauce! % Increase variety of types of food served % is delicious % It could have a smokier taste and be cooked a little longer % It different and very good! % It has a different good taste to it % IT is a good idea, although it could use a little more flavor in the meat % IT is definitely somewhere I would make a regular visit to % It is delicious and just sweet enough % it is delicious, chicken isn't great. Loved everything, pork needs more sauce, do it. I'd eat here more. Also: more desserts % It is inconvenient for the students and if it is fat less, better! % it is not offered anywhere else close by % It is really good to have variety

25 1 0.21% It is something different and tastes good % IT is tasty, you could marinate it and season it more % It is unique and very yummy! % it is what UA is missing % IT just needs a little more "kick" to it % It needs one % It provides variety from the other types of food at the student union % it tastes great! % It tastes good but whether I would buy depends on price, and what kind of bread it was served with % It tastes good. I Would go if it is not expensive % It was amazing % it was delicious % IT was delicious % it was delicious! % It was excellent. Some parts of the meat were a little fatty, but it was great % it was good :) would need a reasonable price though % It was good and different from what we have on campus % It was good! % It was good % It was goood % It was great! % It was great. I usually prefer more of a spicy taste, but this was great % It was quite tasty % It was really good % it was really good- genually surprised! and i'm from texas! % It was soo freaking good that I would enjoy that! % It was very yummy % It was yummy % It was yummy % it will be a good change of foods % it would add diversity to union food % It would be a different option, but I don't think I would eat there often % It would be a nice change for campus food % it would be different from many other types of food % It would be good to have a restaurant like this because there isn't anything like this on campus % It would be nice to have more choices % it'd be a great change % It's a different type of food % It's a good idea..hope particular sizes are bigger though % it's amazing! % It's amazing! % It's awesome % It's awesome!

26 1 0.21% it's awesome! % It's bomb! % It's delicious % It's delicious and not offered elsewhere on campus % it's delicious! % It's delish % it's different % It's different and good, It's new!! % It's different than what else is in the union % it's different! % It's different! % It's different, I will have it at least once a week % It's good % it's good! :) % it's good :) % It's good quality food % It's good! % It's good!!! % It's good % It's not typical of a college campus, I feel so it's nice to have something different % It's okay. but all of them were kinda bland and a bit too sweet. More salt! More tang! more flavor! % It's really good % It's really good and different! % it's something different % It's something different % It's something different % It's something new % It's super good like at home! % It's tasty! % it's yummy! % It's yummy! % its awesome! % its different % its good % Its good % Its good food :) % Its goood % Its healthy with potato salad on the side and plain chips % Its so good % Its something we don't have! % its tasty :) % Its tasty. hope the price is reasonable % Just because I like barbeque % Keep it cheap and large and I'll eat here all the time.

27 1 0.21% Kind of % like variety % love bbq % love BBQ % Love BBQ % love bbq! % Love BBQ! % love it! % loved the pulled pork! % luv BBQ % Make it more spicy if you want it to taste like brushfire % maybe, usually not on the UA campus for dinner and lunch % maybe. I don't often eat meat % meat was great, but there needs to be more flavor % Meh, pulled pork was better % mix things up PLEASE REPLACE CHIC-FIL-A % Mixes up options wouldn't eat it too often PLEASE replace chik-fil-a % more bbq sauce % more choices % more eclectic taste % More options % More smoke, stronger sauce, too weak % more spice % more variety for lunch % More variety is good. Could use some tomatoes and bell peppers % More variety! % more varitey % Much different change from the usual wrap. A place to get some real beef % needed a tad more salt-very moist smoked flavor % needs more sauce % New Variant of food % new variety % new variety that isn't on campus % Nice change % nice change up % no bbq around here % No BBQ stores in Tucson % Not grossly so but brisket should be cooked long time. bbq is great but exclusive meat diets are problematic for the environment % Not sure % not sure what else is there to offer? sides? % Not the chicken % Not with sandwhich. It doesn't go well together % Note- needed more sauce % Nut?!! bring it on

28 1 0.21% Only thing we don't have % Overall it's pretty good, I'd eat a place like this % overdue -thanks % People would like it % Phenomenal!! Amazing! % Please get some ribs I love BBQ % poor % Pork was not as good as the beef. Not spicy enough should be more smoky % price must be very good % pulled pork is awesome % Pulled pork is better % quite tasty BBQ with good grilled flavor. Personally would like spicier % really delicious! % really good % Really good. Hopefully cheap-ish % Refreshingly different from other restaurants % Reminds me of home! :) % should be spicier % Should be spicier % Smoked BBQ is good % So Delicious! % So far there hasn't been one and i'm looking forward to having good BBQ meat for a long time % so good! % something different % something different is very good % something new % Something new and good % Something new is good! % spicier!! Try famous Daves! % Still nice to have some variety and bbq at the university. I would eat here % Stronger sauce!!! Weak flavor! % Taste good and good change % Taste really good % tastes good % Tastes good % Tastes great! % tasty % TASTY % TASTY! :) % Tasty, also we don't have one right now % Thank you for the bite! % That was bomb! Like bomb.com! % That would be awesome because there isn't a good barbecue place on campus % The chicken tasted too much like smoke. The beef could be more spicy. pork was just right

29 but could less grease % The food is awesome % The food is good and variety is nice % the food was very good, I want to sneak back for seconds % the live music accompanying my sandwich eating is providing an enjoyable experience % the meat is good! % The meat seemed a bit too greasy. I liked the sweet taste of the pork I liked the spice of the beef % The more restaurants the better % The price is the most important part % the sandwich was amazing, and it's something that isn't around, so it's always nice to have more choices % The sandwich was delicious! Perhaps different bread. The brisket was yummy! % There are no BBQ places, it would be a nice diversity of foods % There is no BBQ on campus. It would be sweet to have some soul food % There isn't another place like it % There isn't one like this on campus yet! % There's no other BBQ on campus % This is awesome! % This is great! % This was yummy. But I would have to be in the mood for bbq food. So I'm not sure how much I'd eat there % tis muy tasty!! % To add variety % Too add variety % Too much smoky % Too sweet! % twas good. i would eat there if it was this free always. High quality disposable plates were wasteful but nice % Unique & delicious % unique for campus dining % unique/awesome/delicious % usually not offered % variety % Very delicious! Thanks for the sample! % Very good % very good and filling % very good different from any other restaurants in campus % very good! % Very good! % very good!! % very tasty % very tasty! :) % Very tasty % very well done I'd like a little more sauce % very yummy

30 486 Respondents % we don't have this kind of food at the union. It'll most definitely be appetizing to the students living in the dorms :) % We need a difference on campus % we need good variety like this! % we need is BBQ restaurant % We need more food style! % We need some BBQ on campus % We need something new and it taste good % we need the variety % When eating with bun, it lost some of the flavor. When eaten without the bun it was great! % who doesn't like BBQ % Who doesn't love good BBQ and other campus food snacks/atm % why not! % why not!? % Would be better with tangier sauce; can't detect the mustard! % Yes! Delicious! Give me more! % Yes, gives good variety to the campus aside from the typical burgers and fries % YES, nothing like it on campus % You can never have enough bbq! plus it's healthy % YUM % Yum Yum! Would like a spicier version % YUM! % Yum! :) % Yumm! % yummy % Yummy in my tummy! % Yummy! % Yummy! I bet it's better when it's warm % Yummy. But I hate the fatty chunks

31 BBQ Restaurant Perception Survey Surveyor: Date: 1. Which BBQ Sample did you try? Smoked Mesquite Chicken / Honey Mustard BBQ Sauce Smoked Mesquite Pulled Pork Sliders / BBQ sauce BBQ Beef Brisket / Smoky BBQ Sauce 2. (Just to confirm response from comment card) Would you be interested in having a restaurant on campus that serves this kind of BBQ food? Yes No [IF NO] Why not? (end survey after this question if they say no, but record demographics) 3. Approximately how much would you be willing to pay for a sandwich like the one you sampled today (accompanied with a side, a drink, and chips)? (If they need help on this question, give them a range between $1 and $15) 4. How often would you be interested in eating a meal like this at a BBQ restaurant in the Student Union? Daily Weekly A few times per month Once a month A few times per semester Once a semester Never 5. Do you have any other comments or feedback about the potential new BBQ concept? DEMOGRAPHICS: Please indicate your gender: Male Female Transgender Other Please indicate your affiliation: Freshman Sophomore Junior Senior Graduate Student Faculty/Staff Other Do you live on campus? Yes No How often do you visit the Student Unions? Daily Weekly A few times per month Once a month A few times per semester Once a semester This is my first time visiting the Unions

32 BBQ Perceptions Survey (Nov 18-23, 2011) Customers DID NOT try samples Surveyor: Date: 1. Are you familiar with any of the following BBQ restaurant chains? Chain If so, how often do you visit? [ ] Famous Dave s [ ] Tony Roma s Ribs [ ] Lucille s Smokehouse BBQ [ ] Dickey s Barbecue [ ] Smokey Bones Barbeque and Grill [ ] Mama s Hawaiian Bar-B-Que [ ] Other: 2. Would you be interested in having a restaurant on campus that serves BBQ food? Yes No [IF NO] Why not? (end survey after this question if they say no, but record demographics) 3. [SHOW PERSON THE MENU] Approximately how much would you be willing to pay for one of these main dishes (accompanied by a side, a drink, and chips)? (If they need help on this question, give them a range between $1 and $15) 4. How often would you be interested in eating a meal like this at a BBQ restaurant in the Student Union? Daily Weekly A few times per month Once a month A few times per semester Once a semester Never 5. Do you have any other comments or feedback about the potential new BBQ concept? DEMOGRAPHICS: Please indicate your gender: Male Female Transgender Other Please indicate your affiliation: Freshman Sophomore Junior Senior Graduate Student Faculty/Staff Other Do you live on campus? Yes No How often do you visit the Student Unions? Daily Weekly A few times per month Once a month A few times per semester Once a semester This is my first time visiting the Unions

33 Perceptions Survey Raw Data Survey Period: Q1. Which survey are you entering? Nov 21-23, 2011 at Various Times Customers DID try sample: 16 Customers DID NOT try sample: 17 Customer DID Try Sample Q2. Which BBQ Sample did you try? Chicken: 3 Pork: 6 Beef: 6 Q3. Would you be interested in having a restaurant on campus that serves this kind of BBQ food? Yes: 15 No: 1 Q4. If no, why not? 1) Don't eat meat that much Q5. Approximately how much would you be willing to pay for a sandwich like the one you sampled today? 1) $3 2) $3.00-$4.00 3) $5.00-$6.00 4) $6.00-$7.00 5) $7 6) $8.00-$ ) $5.00-$7.00 8) $7 9) $5 10) $5.00 or less 11) $8.00 at most 12) $5.00 or less 13) $5 14) $5.00-$ ) $4 16) $5 Q6. How often would you be interested in eating a meal like this at a BBQ restaurant in the Student Unions? Daily: 0 Weekly: 10 A few times per month: 3 Once a month: 2 A few times per semester: 1 Once a semester: 0 Never: 0

34 Q7. Do you have any other comments/feedback about the potential new BBQ restaurant? 1) Would change things up 2) Mascot 3) Good idea 4) Really good 5) Good-Western theme. Keep Hawaiian buns 6) Exquisite, not spicy 7) great idea 8) great idea 9) Sell in groups or singles 10) A little oily 11) A little dry, but good 12) Good idea-fatty/greasy meat 13) Not fatty, but greasy 14) Sauce was tangy, meat was tender. Would like a spicier option 15) Veggie options Q8. Is demographic information filled out? Yes: 16 No: 0 Customer DID NOT Try Sample Q9. Are you familiar with any of the following BBQ restaurant chains? Famous Dave's: 11 Tony Roma's Ribs: 4 Lucille's Smokehouse BBQ: 0 Dickey's BBQ: 0 Smokey Bones: 0 Mama's Hawaiian BBQ: 10 Q10. If so, how often do you visit? 1) Once a month 2) Once a month 3)Often - Famous Dave's Never - Mama's 4) Once a week 5) Often 6) Once a week 7) Once a week 8) Not very often 9) Never - Famous Dave's Every other week - Mama's 10) 1/week 11) Never 12) 2/month 13) 1 Q11. Would you be interested in having a restaurant on campus that serves BBQ food? Yes: 16 No: 1

35 Q12. If no, why not? 1) I probably won't go unless it has a short line Q13. Approximately how much would you be willing to pay for one of these main dishes? 1) $7 2) $8 3) $7 4) $12 5) $8 6) $8 7) $7 8) $5 9) $8 10)$2 11) $ ) $3 - $5 13) $6 14) $9 15) $10 16) $8 17) $8 Q14. How often would you be interested in eating a meal like this at a BBQ restaurant in the Student Unions? Daily: 0 Weekly: 12 A few times per month: 3 Once a month: 0 A few times per semester: 2 Once a semester: 0 Never: 0 Q7. Do you have any other comments/feedback about the potential new BBQ restaurant? 1) I want this!

36 For Both Surveys Demographics Gender Affiliation Housing Frequency Male: 25 Female: 8 Freshman: 19 Sophomore: 7 Junior: 2 Senior: 4 Grad Student: 1 Other: 0 On-Campus: 20 Off-Campus: 13 Daily: 28 Weekly: 5 A few times per month: 0 Once a month: 0 A few times per semester: 0 Once a semester: 0 First time: 0