Five Questions for: Julaine Kiehn

Julaine Kiehn, Five Questions, University of MissouriCustomer surveys are a vital part of most foodservice operations, but how to create a successful one and then put those suggestions into action can be a little trickier. Julaine Kiehn, director of Campus Dining Services at 30,200-student University of Missouri in Columbia, spoke about the challenges involved with customer surveys.

Many colleges use surveys to gain customer feedback, what do you guys do to differentiate your survey and make sure students participate?

We e-mail surveys directly to students; if they are going to respond, they usually do so within 24 to 48 hours. To encourage participation, we often enter survey respondents in a drawing for a declining balance card with Campus Dining Services.

What are some of the challenges involved in actually crafting the survey?

Each question needs to specifically address what we want to know so the questions must be clearly stated. Every question on a survey needs to have a purpose. Surveys need to stay short so they are respectful of the survey respondent's time investment. Also, sometimes responding to students’ feedback doesn’t work out. During one survey, students told us they wanted à la carte service for breakfast and lunch and all-you-care-to-eat service during dinner at one of our residential dining locations. When the renovated facility opened the following semester, students ended up preferring the all-you-care-to-eat service for all three meals.

What are some examples where you've gotten feedback from the survey and you've been able to translate that feedback into a reality?

Students told us they wanted to be able to spend part of a meal in our residential takeout operations. So we offered an option for students to convert their meals to points. For example students could receive 100 points each week, rather than 10 meals. This way students could then spend parts of meals.

What advice would you give other operators about crafting a student survey?

Always have a purpose for each question. Ensure the question is clear by testing the survey with a small customer group prior to administering the survey and making any necessary refinements. Keep the survey short to encourage participation. It may be helpful to follow up the survey results with focus group discussions to address specifics.

What are some of the items on this year's survey that you are going to look into implementing in the next few months?

We gathered feedback on the current dining plans and suggestions for changes so we are considering offering block dining plan options during fall 2010.

More From FoodService Director

Industry News & Opinion

Henry Ford West Bloomfield Hospital in West Bloomfield Township, Mich., will host a three-part global cooking series in its demonstration kitchen next month, C&G News reports.

Named Cooking Around the World at Henry Ford, the series will be open to the community, with each part of the event featuring a different type of global cuisine: Indian, Tuscan and Mediterranean.

Officials in charge of the series said that they looked at dietary restrictions and food trends to select the themes for each class. Brad Roberts, a hospital sous chef who is teaching the series, says...

Sponsored Content
Mrs. T’s pierogies

From Mrs. T’s Foodservice.

Today’s college and university students demand customization, but they also seek out creative riffs on familiar dishes, making comfort food an area of opportunity for college & university operators.

This is especially true as more restaurants across all sectors add comfort-food favorites such as meatloaf, potato tots and loaded fries to menus.

Operators are already starting to see how a comforting, customizable ingredient such as pierogies meets those needs: Menu mentions of pierogies as an entree are up 9.3% over the last two years,...

Sponsored Content
local produce

From WinCup.

Today’s students care deeply about sustainability—much more so than the general population. For them, sustainable practices are visit drivers. What’s more, some 57% of students are willing to pay more for sustainable foods, according to Technomic’s recent College & University Consumer Trend Report . Sustainable claims drive visits, especially for young consumers: Some 31% of Gen Zers say they’re more likely to visit restaurants that try to be sustainable.

Students are looking for foodservice operations with comprehensive sustainability programs, and...

Industry News & Opinion

Mayfield High School in Mayfield, Ohio, has opened a coffee cart in its cafeteria, The News-Herald reports .

Open throughout the day, the cart sells 12-ounce cups of coffee for $2 each. Students were able to taste-test some of the offerings and were also involved in choosing the cart’s name.

The drinks are made with low-fat milk and unsweetened flavor syrups, and soy milk is on hand for those with allergies. To encourage more breakfast participation, the school gives students 50 percent off coffee when they also buy a breakfast item. Additionally, the cart is stationed next...

FSD Resources