Kendall Aragon, Chandler McGovern, Hunter O’Donnell, Whitney Nguyen

Overview  Clients Overview  Research Approach  Research Objectives  Data Analysis Limitations Recommendations  Conclusion

 TCU is one of the is a private, coeducational university located in Fort Worth, Texas, United States. TCU is affiliated with, but not governed by, the Disciples of Christ. Its mascot is the "horned frog.”  Enrollment of 10,033 8,647 undergraduates 1,386 graduate students  Men to Women Ratio: 64% Women 36% Men Representation of survey population test market

Research Approach  Conduct Online Survey Undergraduates only  Sample size=100  77 females, 23 males

Research Objective #1 To determine whether TCU’s Market Square have met the expectations for food quality and variety for the student body  How satisfied are you with the following elements of Market Square? (Available seating, fresh food, fun environment, good service, healthy food provided, international themed food, short waiting times, variety of food options)

Research Objective #2 To determine how many students living off campus utilize on campus dining such as Market Square, Sushi Mama, Bistro Burnett, or Chick-Fil-A. Bistro Burnett Big Purple Truck Chick- fil-A NRGUnion Grounds Sushi Mama Average number of times visted a week

Research Objective #3 To identify the times at which Market Square is most utilized by students. Do live on campus?  During what time of the day do you visit Market Square?

Research Objective #4 To identify potential menu items in Market Square that students would be interested in such as exotic fruit and more international themed food.  Please check the following food options that you would like to see in Market Square (more vegetarian options, more gluten free options, exotic fruit, Panini bar, more international themed food) Conclusion: 40% or less of students do not want to see these options at Market Square

Research Objective #5 To determine potential food services that students would utilize for on campus dining options other than Market Square which include Chipotle, KFC, and Jamba Juice.  Which of the following food options would you like to see as an on campus dining option? (Chipotle, KFC, Jamba Juice, McDonalds, Panda Express, Subway, Taco Bell, Wendy’s, Whataburger)

Research Objective #6 To identify top student complaints regarding the on-campus dining options on TCU’s campus such as poor service and lack of healthy food options.  How satisfied are you with the following elements of Market Square? Available seating Fresh food Fun Environment Good service Healthy food International themed food Short waiting time Variety of food options Average level of satisfaction

Research Objective #7 To identify why students wouldn’t purchase a meal plan and if certain suggestions and changes alter their decisions. Why students would not purchase a meal plan Moving off campus Leaving TCU Too Expensive Dissatisfied with food Poor customer service # of students

Limitations  Time Constraints Due to time constraints some potential respondents were not surveyed.  Response Error/Non-Response Error There is potential for bias due to student non-response to questions, misreading of questions, or not answering questions honestly.  Discarding of Respondents Although 117 people responded to the survey, 17 respondents were discarded. This was due to incomplete survey responses or not being a part of target group, namely a TCU student.  Limited Sample Our main limitations stemmed from difficulty obtaining a proper and gender balanced dining options. This stemmed primarily from the firm’s limited resources and abilities to contact certain SUBGROUPS of the TCU student population. In particular, we were unable to reach out to much of the male population of TCU and therefore our responses had an uneven male to female ratio.

Recommendations  Improve waiting times, particularly between (10:01 am to 2:00pm) and (5:01pm to 7:00pm), given the amount of student using Market Square at this time  For TCU to test more food options with students, given the negative response to options tested  If the opportunity arises for additional on campus dining, choosing either Chipotle or Panda Express due to student preference