Client: La Nay Ferme Angie Hatch Bri Slade Jared Gay Kristen Christensen Madilyn Fitzpatrick Nivea Wright

SWOT Analysis Strengths economically it is feasible. local, supports the community, volunteer base encourages healthy eating instructs shareholders how to use vegetables for actual meals higher nutritional value in locally grown foods can actually go to farm and see how it is grown wants to get involved with public customers not satisfied can get refunds reception center Weaknesses lack of research strong competitors not established in the area yet more expensive than competitors more of a commitment than competitors you have to buy a share before you can purchase food lack of identity lack of solid ideas on cooking classes and Opportunities can support the community and teach them how to cook food step by step wedding reception venue field trips for schools family days to encourage and strengthen family values only CSA originating in Provo can cater to different publics can provide membership benefits and opportunities to reach out and serve the public more than existing CSAs

Threats if they do not create a unique identity, they will not be able to compete too much variety of their vision will result in a lack of identity and atmosphere appealing to everyone might make them lost in the crowd. short amount of time to get started if shares are not purchased, their crops will not have the funds to be grown

with public customers not satisfied can get refunds reception center Threats if they do not create a unique identity, they will not be able to compete too much variety of their vision will result in a lack of identity and atmosphere appealing to everyone might make them lost in the crowd. short amount of time to get started if shares are not purchased, their crops will not have the funds to be grown

Weaknesses lack of research strong competitors not established in the area yet more expensive than competitors more of a commitment than competitors you have to buy a share before you can purchase food lack of identity lack of solid ideas on cooking classes and events volunteers are difficult to maintain and rely on

Situation Analysis Utah county is largely a family based, white, predominately LDS community, centered around two major universities, BYU and UVU. There is a significant demographic of Hispanic families as well. The average income is $38,000 a year (http://www.provo.org/econdev.prole.html). Spending money on locally produced products contributes to the overall well-being of the community. Buying locally helps to save natural resources and reliance on fossil fuels is greatly diminished because there are not any shipping requirements. Also, most CSAs pride themselves on protecting the environment. They incorporate organic and natural methods to prepare the food they are making. There are almost 40 CSAs in Utah. However, there are currently no CSAs that are based specifically out of Provo (CSA UTAH). La Nay Ferme is a CSA centrally located in Provo, Utah and seeks to serve the Provo community. While they have great potential to be a mentor and keystone in community and family involvement, La Nay Ferme has yet to create a solid identity. The community is already very familiar with CSAs such as Bountiful Baskets. Failing to create a separate identity and product than other CSAs will result in their failure to successfully compete. La Nay Ferme wants to create not only a produce distribution program, but a venue that can hold receptions, field trips and cooking classes. The community of Provo could benefit greatly from a center like La Nay Ferme to teach nutritional cooking to all who are interested. La Nay Ferme initially sought to market to the $250,000+ a year salary makers, but with 6% unemployed in Provo and a large majority of the

public being college-aged or retired, marketing to more publics is crucial to the success of the farm (http://www.provo.org/econdev.prole.html). Core Problem: La Nay Ferme must establish a unique identity to stand out and be supported by the Provo community or else risk failing to reach their goals and objectives, and fail to prevent the community from living unhealthy lifestyles. Goal: Establish a unique identity, strengthen the Provo community, build longlasting relationships, and encourage healthy eating from locally grown foods. The Big Idea Cultivating a Healthy Community The big idea behind this campaign is for the public to associate La Nay Ferme with the power of healthy and happy family living. If the public understands that La Nay Ferme alone can offer mothers, families, and every single individual a healthy life and a deeper connection to the Provo community, they will be motivated to participate with and become a part of La Nay Ferme. Cultivating a Healthy Community is more than just a slogan. It is the idea that La Nay Ferme plants and nourishes healthy values and a connected community. In the metaphor, it takes on the responsibility of the farmer and shows the public that La Nay Ferme is essential to the success of the lives of the public, just as the farmer is essential to ensuring the success of its crops. Objectives: 1. Sell 250 shares to the public by April 15, 2012 2. Increase awareness of healthy eating in Provo to 90% by December 2012 3. Increase consumption of fruits and vegetables by 15% by April, 2013 4. Increase awareness of La Nay Ferme in Provo to 95% by April, 2013 5. Increase awareness of environment friendly procedures of CSAs to 50% by April, 2013. 6. Create and increase public school participation through tours of La Nay Ferme to 1 school visit a month by April, 2013 7. Increase community loyalty through CSA participation by 15% by April, 2013 8. Create cooking classes to have 2 cooking classes a month by June 1, 2012 9. Increase reception venue use to 5 weddings a season held at La Nay Ferme by April, 2013 10. Increase Provo volunteer participation to 40% by April, 2013

Key Publics
Key Public: lower class income mothers/ lower-middle class income mothers Demographic profile:

Hispanics white people income of $50,000 a year or lower blue-collar jobs working during the day

Psychographic profile: care about how there money is spent willing to work hard to meet their familys needs eating healthy for their specific budget keeping family together and alive stressed out on a regular basis want to raise their children to be successful Motivating self-interests: family job security traditions food on the table good deals religion successful children saving time Status of current relationship with the organization and issue They do not know or care about the organization yet. They are not aware of the benefits of healthy eating, and they do not make healthy eating a priority. Third party influentials and other opinion leaders local business owners church leaders their school aged childrens administration government leaders What objectives they will help you accomplish objectives 1-5,7 Primary message: Eating healthy locally grown food is not expensive or timeconsuming, and is essential to the well-being of your entire family. Secondary messages: Eating generous amounts of fruits and vegetables reduces risks of chronic diseases, cancer and cardiovascular diseases (http:// www.fruitsandveggiesmatter.gov/benefits/). People that eat healthier spend less money on medical expenses.

Church leaders promote healthy eating and the Word of Wisdom.

Strategy: To motivate mothers to increase healthy living habits for themselves and their family through Internet based communications. Tactics: Facebook: ! remind moms about upcoming events at the farm (Participation at events will be highest if reminders and updates are always sent out.) ! status updates with healthy eating statistics and family focused quotes (Relating eating healthy with family values makes La Nay Ferme more than just a CSA.) ! post pictures of people at the events (This helps people to connect with the farm.) Blog: ! one real writer who works for La Nay Ferme and has a big family and busy schedule will share her life through the blog to other mothers (This will help mothers to relate and grow a relationship and connection with La Nay.) ! includes critiques and feedback from recipes and ingredients provided by La Nay Ferme (Mothers can share which recipes their families are liking, and what their families are not.) Twitter: ! pick up times (This way mothers will not forget when their food is ready.) ! reminders about when food will be available (This will help mothers to plan their schedules according to the pick up times.) ! information about volunteering (Mothers will have a quick way to find information out about how to get involved with La Nay.) Website: ! recipes updated weekly on the website that use ingredients that La Nay Ferme delivers (Moms can see that cooking with produce can make fun, new, easy, and cheap meals.) ! calendar with menus planned (Moms are able to cut down on time by having meals panned.) ! detailed videos with cooking instructions (Moms will be able to learn step by step how to expand their recipe book.) ! grocery lists available to download that have ingredients for meals to incorporate produce received from farm (A variety of different meals can be made that moms have never made before, so they will need to know what other groceries they will need to supplement the food they

! ! ! !

! ! !

get from La Nay.) forum to encourage communication between food purchasers, food growers, and the cooks (Moms will be able to directly communicate with whoever is dealing with their food so that they can trust La Nay.) tips section that shows ways to cut time out of healthy meals (Busy moms need all the help they can get when it comes to time consuming meal preparation.) Q&A section for cooking/produce help (If moms have certain questions about cooking produce they can ask on the website.) vegetable/fruit of the day with information about its importance to ones body and health (This will constantly remind mothers that fruits and vegetables are essential for their family, and La Nay Ferme makes it easy to get fruits and vegetables.) kid friendly recipes section with ways to put veggies into things without them being noticed by kids (Moms often struggle with getting their kids to eat vegetables, this will help them out.) pictures of the farm, fruits and vegetables to familiarize mothers with where their food is coming from (Families can create a personal relationship with the farm through this.) dates listed for when families are able to to visit the farm for free (Families on a budget are always looking for creative activities to do together.)

Strategy: To get mothers excited about eating healthy and locally grown food through events. Tactics: family day on certain Saturdays of the month where families can come to the farm, pick some produce, take pictures, and have a great time together (By doing this La Nay Ferme will become more than just a CSA, but a community favorite.) cheap meal night cooking class so mothers can learn how to cook delicious meals while being cost effective (Mothers can actually come to the farm and get hands on experience with cooking new meals.) Key Public: upper-middle class income mothers/upper class income mothers Demographic profile: $50,000 and up per year large families mostly white LDS stay at home during the day

Psychographic profile: family values religion wants children to succeed fashion conscious need to fit in value family time and family vacations busy with their childrens activities environmentally friendly, go green trend okay to splurge on some things Motivating self-interests: family religion staying up with the new trends staying healthy and beautiful maintaining their youth Status of current relationship with the organization and issue: very aware and conscious of eating healthy and cooking with organic gourmet ingredients not aware of La Nay Ferme familiar with CSAs Third party influentials and other opinion leaders: Oprah social media health and fitness magazines church leaders government leaders local fitness instructors, doctors What objectives they will help you accomplish: Objectives 1-5, 7-9 Primary message: Eating locally grown food is trendy; it helps maintain your youth, beauty, and figure as well as the happiness of your entire family. Secondary messages: Eating healthy has been proven to limit wrinkles and weight gain over age (http://www.naturalnews.com/029650_wrinkles_skin.html). The FDA recommends eating three to five servings of vegetables a day, and two to four servings of fruit (http://www.health.gov/dietaryguidelines/ dga2000/document/build.htm).

Eating fruits and vegetables keeps people looking young. The LDS Church encourages its members to live the word of wisdom by consuming lots of fruits and vegetables, and to treat your body as a temple..

Strategy: To motivate mothers to increase healthy living habits for themselves and their families through Internet based communications. Tactics: Facebook: ! remind moms about upcoming events at the farm (Participation at events will be highest if reminders and updates are always sent out.) ! status updates with healthy eating statistics and family time quotes (Relating eating healthy with family values makes La Nay Ferme more than just a CSA.) ! post pictures of people at the events (This helps people to connect with the farm.) ! share fun facts about certain fruits and vegetables that La Nay Ferme produces (This creates interest and loyalty with La Nay Ferme.) Blog: ! one writer who works for La Nay Ferme who has a big family and busy schedule to share her life through the blog to other mothers so they can relate and grow a connection and relationship with La Nay (This will help mothers to relate and grow a relationship and connection with La Nay.) ! includes critiques and feedback from recipes and ingredients provided by La Nay Ferme (Mothers can share which recipes their families are liking, and what their families are not.) ! includes other recipes of her own liking (Mothers can get more recipes from a La Nay employee, which reinforces trust and building a relationship with La Nay Ferme.) ! includes how she uses her food from La Nay (Helps mothers to incorporate their La Nay produce into their everyday living.) Twitter: ! pick up times (This way mothers will not forget when their food is ready.) ! reminders about when food will be available (This will help mothers to plan their schedules according to the pick up times.) ! food trend alert, if a specific type of cuisine or produce is the latest rage, La Nay will tweet it (Mothers can stay trendy and ahead of what is cool.) ! articles re-tweeted about celebrities in the media and their healthy lifestyles (Mothers can see how cool and socially acceptable it is to make healthy eating a priority.) Website:

! ! !

! ! ! !

! ! !

! ! !

recipes updated weekly on the website that use ingredients La Nay Ferme delivers (Moms can see that cooking with produce can make fun, new, easy, and cheap meals.) articles explaining the environmentally friendly procedures La Nay Ferme uses to conduct their business (Moms can trust the farm to produce the foods in methods they support.) doctor/dietitian testimonial on the importance of healthy eating in relation to aging. (Moms that are concerned with maintaining their youth will learn that eating fresh produce correlates to a healthy looking person.) calendar with gourmet menus planned and available to use (Moms are able to cut down on time by having meals panned.) detailed videos with cooking instructions (Moms will be able to learn step by step how to expand their recipe book.) tips for healthy appetizers, entrees and drinks for at home entertaining (Moms can expand their use of the La Nay produce to include party food.) grocery list available to download that has ingredients for meals to incorporate produce received from farm (A variety of different meals can be made that moms have never made before, so they will need to know what other groceries they will need to supplement the food they get from La Nay.) forum to encourage communication between food purchasers, food growers, and the cooks (Moms will be able to trust La Nay because they will be able to talk directly with whos handling their food.) Q&A section for cooking/produce help (If moms have certain questions about cooking produce they can ask on the website.) vegetable/fruit of the day with information about its importance to ones body and health (This will constantly remind mothers that fruits and vegetables are essential for their family, and La Nay Ferme makes it easy to get fruits and vegetables.) kid friendly recipes section with ways to put veggies into things without them being noticed (Moms often struggle with getting their kids to eat vegetables, this will help them out.) pictures of the farm, fruits and vegetables to familiarize mothers with where their food is coming from (Families can create a personal relationship with the farm through this.) advertising of exclusive birthday parties for children at the farm (Moms can have the coolest birthday parties for their children by having them at a trendy farm venue.)

Strategy: To get mothers excited about eating healthy with locally grown food through events.

Tactics: gourmet cooking class night , mothers can come in and work with a gourmet chef and prepare a delicious meal for their family (Mothers can impress their husbands with the exclusivity of the farm they get their produce from, and enjoy a meal that will build trust and pride in La Nay Ferme.) exclusive birthday parties for children at La Nay Ferme (Mothers will have the most trendy party for their children that will also be healthy and fun.) have a gourmet chef come to the home and use La Nay food to make a wife and her husband a romantic meal (Mothers and fathers can enjoy La Nay produce and feel exclusive and appreciated.) an exclusive night for two at La Nay with a private gourmet chef and a tour of La Nay Ferme (Mothers and fathers can enjoy La Nay Ferme and feel exclusive and appreciated.) Strategy: To increase the understanding of the benefits of healthy eating to mothers through Interpersonal communication. Tactics: personal phone calls to our exclusive clients reminding them of cooking nights, upcoming events, and entertainment suggestions. (Mothers can feel valued and important, and continue to bring their business to La Nay Ferme.) exclusive letters hand addressed and mailed from the president of La Nay thanking the clients for their business, offering exclusive discounts and events to only the most elite clients (Mothers can feel valued and important, and they will continue to bring their business to La Nay Ferme.) Key Public: elementary school administration Demographic profile: Provo elementary school administrators adults white males live in Provo and surrounding suburbs Psychographics: desire recognition by the community want more families to move in success in standardized testing looking for more income for the school high interest in education Motivating Self-Interests:

successful students healthy students recognition as a healthy school happy parents happy students involvement of parents

Current Relationship with Organization and Issue: They have no relationship with the organization. They are aware of healthy eating benefits, but not as familiar with the benefits of CSAs. Third Party Influentials and Other Opinion Leaders: other schools highly involved parents members of district and county administration Which objectives they will help us accomplish 1-7 Primary message: Improved eating habits and health knowledge improves student performance. Secondary messages: Parents want their children to receive quality health education. Hands on involvement with a CSA will leave a lasting knowledge of healthy eating. Involvement with a local food source will strengthen a sense of community amongst the families of students. Strategy: To get Provo elementary schools to educate students on the health benefits of eating locally grown food through field trips. Tactics: virtual educational tour of La Nay Ferme (Give schools and families a taste of what the property is like, and familiarize them with La Nay Ferme. This familiarity will make schools and families more likely to come visit. It will be targeted towards educating children.) have a special tour for school administration members to familiarize them with La Nay Ferme (This will give them direct knowledge of how CSAs can benefit their students.) present to individual health administrators at each school to organize field trips (These are key leaders that would influence school administration to make student field trips happen.) provide lightweight La Nay Ferme school bags for all students that come on

field trips (Spread the idea of recycling what you have, and give students a lasting piece of La Ney Ferme.) Key Public: high school students Demographic profile: still live at home with parents 18 years old or younger majority are white not a lot of cultural diversity eat meals at home with families Psychographics: high levels of peer pressure competitive forming their personalities and opinions seek of approval from peers and parents want to build up resume high interest in being fit want to follow trends active in sports, dance, and other activites Motivating Self-Interests: like to be linked to what is good/trendy fitting in with peers like to be recognized as healthy teens good health means happy parents physical appearance Current Relationship with Organization and Issue: They have no relationship with the organization. They are aware of healthy eating benefits, but are not as familiar with the benefits of CSAs. Third Party Influentials and Other Opinion Leaders: other high school students from other schools parents/teachers sports team leaders/players high school administrators Which objectives they will help us accomplish 1-5,7,10 Primary message: Improved eating habits and health knowledge improves student performance academically and physically. Secondary messages:

Health and eating habits set while young have long lasting impacts. Hands on involvement with a CSA will leave a lasting knowledge of healthy eating. Involvement with a local food source will strengthen a sense of community amongst friends and individuals involved. Active volunteer involvement is appealing to colleges and future employers.

Strategy: To get Provo High School students to volunteer at La Nay Ferme through social media events. Tactics: have student body officers create a campus wide service project through Facebook at La Nay Ferme (This will give students ownership over getting involved with a local healthy organization.) create a competition between schools using Facebook and Twitter to see who can get the highest level of volunteer participation at La Nay Ferme (This will create conversation about La Nay Ferme, and the increased exposure will result in more shares purchased.) give students access to virtual tours of La Nay Ferme through Facebook (This will give students a taste of La Nay Ferme before they get there, and they will be able to share it through social media outlets like Facebook.) Key Public: Local Restaurants Demographics: locally owned primary customers are locals many are family owned Owners are primarily white Psychographics: concerned with food quality want to please customers want a product that is cost effective for their business interested in using locally grown food Motivating Self-Interest: supporting local economy, which will serve to help their business fresh ingredients, which will help their food taste better contributes to their overall image (healthy eating, nutritional food, support for the local economy) want a competitive cost that enables them to stay within their budget immediate availability of produce Current Relationship with Organization and Issue: Contact has been established between La Ney Ferme with Gurus and

Heirloom Restaurant Group. They dont fully understand and know the details about La Ney Ferme.

Third Party Influentials and Other Opinion Leaders other local business owners customers competing suppliers other CSAs Which objectives they will help us accomplish 1-3,5,7,8 Primary message: Using locally grown food from La Nay Ferme is beneficial for the restaurants quality and customer satisfaction. Secondary messages: Using locally grown food supports the community the business resides in. Locally grown food will be reliably fresh and therefore better tasting. (http:// communalrestaurant.com/on-the-farm/) The food will be easily accessible because of the proximity to where it was grown. Using locally grown food will bring opportunities to increase awareness of the restaurant and bring more business. (Those involved with Le Nay Ferme will become aware of restaurants involvement.) Le Nay Ferme is convenient to work with and meets customer needs. Strategy: To get local restaurants familiar with Le Nay Ferme and its products and more convinced of the benefits of using La Nay Ferme through personal contact. Tactics: invite owners of local restaurants to a tour of Le Nay Ferme (Owners will be able to see for themselves the quality of the organization and its product and will be more likely to purchase shares.) make personal visits to owners to provide information about the nutritional benefits of locally grown food, especially Le Nay Ferme products (Having face-to-face contact generates trust and makes the restaurant more likely to commit to work with Le Nay.) make phone calls with updates about product growth and availability (This builds trust that Le Nay Ferme is reliable and keeps customers informed about their purchases.) Strategy: To get local restaurants to purchase and use Le Nay Ferme products

and become more involved with its activity through events. Tactics: invite restaurant owners and employees to be present at a community outreach day at La Nay Ferme (This gives restaurants the opportunity to promote their restaurant. Also, attendees can then link La Nay Ferme with familiar local restaurants.) invite restaurants to provide a cooking class using La Nay Ferme products (This promotes business for the restaurant and increases awareness of La Nay Ferme.) encourage receptions held at La Nay Ferme to have one of these local restaurants cater the event (This provides more opportunities for the product to be used and builds trust with the restaurants.) Key Public: University Students Demographics: generally 18-30 years old some families (although families will generally be smaller, potentially married couples with one or two children) mostly single temporarily living in Provo (paying rent) students/part-time jobs mostly, some full time large LDS demographic with BYU, many LDS students at UVU as well Psychographics: care about their budget dont usually have a lot of money to spend concerned about social life and dating very busy with work and school Motivating Self-Interests: current with the latest trends job stability success physical appearance Current Relationship with Organization or Issue: They have no relationship with the organization. They are aware of healthy eating benefits, but not as familiar with actually applying them. Third Party Influentials and Other Opinion Leaders: family church professors

employers peers

Which objectives will they help us accomplish: 2, 4, 7, 10 Primary Message: Volunteering in your community improves the quality of both your community and your life. Secondary Message: Skill-based volunteering is of greater fiscal and beneficial value to the community, and will provide an opportunity for students to gain hands-on experience. In order to not only maintain current levels of service, but to increase their capacity to meet the growing challenges, nonprofits must access a variety of skills and expertise that may not be available within the organizations themselves. (http://www.nationalserviceresources.org/sbv) Providing service for others gives us greater feelings of self-worth, charity and sense of community. Volunteering provides opportunities to meet new people, make contacts for possible employment, to have fun, and a variety of other reasons. Community based volunteering helps increase the economic strength of the community. Supporting these understaffed groups can enable them to succeed in a variety of areas, which connect social, environmental, and economic boundaries. (http://en.wikipedia.org/wiki/Volunteering) Strategy: To get more college students to volunteer at La Nay Ferme through print media. Tactics: publish information in BYU/UVUs respective newspapers about La Naay Ferme volunteering opportunities (This will raise awareness of students on these campuses.) post times to volunteer on bulletin boards on BYU and UVU campus (This gives students easy access to get involved and encourages csa loyalty.) give out flyers on BYU and UVU campus with general information explaining La Nay Ferme and the volunteer opportunities there (Students will learn more about La Nay and be interested in volunteering.) Strategy: To educate university students about La Nay Ferme and the importance of eating healthy, locally grown food through social media. Tactics Facebook

post information about location, pick up, and price on La Nay Fermes page (This ways its easy for students to get information about details regarding La Nay.) ! post healthy eating facts that explain the necessity of eating healthy in college (Students will learn about facts that directly relate to them and the benefits of eating healthy which will make them want to choose La Nay.) ! post pictures of students volunteering at the farm (Students will learn that other college kids are involved with La Nay and will want to join.) ! create a photo contest for students to display creative photos of how healthy eating can be fun (University students can build a relationship with La Nay Ferme and learn how eating healthy locally grown produce is fun.) Twitter ! weekly tweets with fun trivia facts about nutrition (This way university students can build a relationship with La Nay Ferme and be reminded about healthy eating.) ! re-tweet celebrity fitness articles (This way university students can see how eating healthy and staying in shape is trendy and cool.)

Evaluation Procedures Objective 1 Criteria: 250 shares sold within two months. Tool: Company records that show shares sold. Objective 2 Criteria: 90% increase of awareness of healthy eating benefits in Provo within ten months. Tool: Replication of survey to Provo residents ten months after campaign launch. Objective 3 Criteria: 15% increase of consumption of fruits and vegetables by Provo residents within 14 months. Tool: Replication of survey to Provo residents 14 months after campaign launch. Objective 4 Criteria: 95% increase of awareness of La Nay Ferme in Provo within 14 months. Tool: Replication of survey to Provo residents 14 months after campaign launch. Objective 5

Criteria: Increase to 50% awareness of environment friendly procedures of CSAs to Provo residents within 14 months. Tool: Replication of survey to Provo residents 14 months after campaign launch. Objective 6 Criteria: One elementary school visiting each month to increase public school participation within 14 months. Tool: Records of 14 school visits 14 months after campaign launch. Objective 7 Criteria: 15% increase in community loyalty within 14 months. Tool: Replication of survey to Provo residents 14 months after campaign launch. Objective 8 Criteria: Two cooking classes a month within four months of campaign launch. Tool: Records of classes held and attendance at La Nay Ferme four months after campaign launch. Objective 9 Criteria: Five wedding receptions a year held at La Nay Ferme within 14 months of campaign launch. Tool: Records of five wedding receptions held at La Nay Ferme 14 months after campaign launch. Objective 10 Criteria: 40% increase in Provo volunteer participation at La Nay Ferme within 14 months. Tool: Records of volunteers participating at La Nay Ferme 14 months after campaign launch.

1 .3 .3 40.1 Horrible name 1 .3 .3 40.4 Huh? 1 .3 .3 40.7 I am actually really confused 1 .3 .3 41.0 I am not sure if they are being sarcastic about their waffles or if they really mean they're awful. 1 .3 .3 41.3 I don't get it. 1 .3 .3 41.6 I don't go out for breakfast. 1 .3 .3 41.9 I don't have anything to say about that. 1 .3 .3 42.2 I don't think 'awful' is a good description when trying to sell food

1 .3 .3 42.4 I have never been, but i heard it's good 1 .3 .3 42.7 I like how it rhymes 1 .3 .3 43.0 I like it because it's original 1 .3 .3 43.3 I like it. It rhymes, it's intriguing. 1 .3 .3 43.6 I like that it rhymes, but it seems weird that it says "awful." 1 .3 .3 43.9 I like that it semi rhymes. but awful? 1 .3 .3 44.2 I only went once, in 2011, but it was yummy. 1 .3 .3 44.5 I soggy nasty waffle 1 .3 .3 44.8 I think it is unique and catches my attention.

1 .3 .3 45.1 I think it's a funny name- it catches people's attention. 1 .3 .3 45.3 I think it's a less flattering name for a restaurant... 1 .3 .3 45.6 I think it's catchy and cute 1 .3 .3 45.9 I think it's cute. 1 .3 .3 46.2 I think its funny, creative, catchy, confusing, deceiving, original 1 .3 .3 46.5 I think the food won't be very good. 1 .3 .3 46.8 I wanted to go try it 1 .3 .3 47.1 I wouldn't choose to go if I didn't know anything about it. 1 .3 .3 47.4 I wouldn't eat somewhere with awful in the title.

1 .3 .3 47.7 I'm afraid why they decided to call it awful. 1 .3 .3 48.0 I'm not sure if it sounds good or bad. 1 .3 .3 48.3 I've heard of it but never been there. 1 .3 .3 48.5 If Im going to eat a waffle, why would I want an awful one? 1 .3 .3 48.8 interesting 1 .3 .3 49.1 Interesting 1 .3 .3 49.4 Interesting name choice - it gets attention - people seem to like it. 1 .3 .3 49.7 Intriguing 2 .6 .6 50.3 Intriguing.

1 .3 .3 50.6 It conveys a negative connotation. 1 .3 .3 50.9 It does not make me want to eat there. 1 .3 .3 51.2 It does not taste good. 1 .3 .3 51.5 It doesn't sound very appealing. 1 .3 .3 51.7 It doesn't sound very appetizing at all 1 .3 .3 52.0 It gets my attention. 1 .3 .3 52.3 It gives the restaurant an automatically negative connotation 1 .3 .3 52.6 It is a fun hang out place 1 .3 .3 52.9 It is a witty creative name.

1 .3 .3 53.2 It is catchy. 1 .3 .3 53.5 It is ironic because it says awful but it's not. 1 .3 .3 53.8 It makes it sound like the waffles don't taste good. 1 .3 .3 54.1 It must be good to say your waffles are good 1 .3 .3 54.4 it peaks my interest 1 .3 .3 54.7 It rhymes 1 .3 .3 54.9 It rhymes I guess, but not very appealing sounding. 1 .3 .3 55.2 It rhymes so I liked it I think. 1 .3 .3 55.5 It rhymes, which is neat.

1 .3 .3 55.8 It rhymes? Although the name doesn't necessarily attract me 1 .3 .3 56.1 It seems to imply that the food is terrible 1 .3 .3 56.4 it sound like a quirky hang-out place like Sammys 1 .3 .3 56.7 It sounds awful and unsure of itself. 1 .3 .3 57.0 It sounds awful but I know it tastes good. 1 .3 .3 57.3 It sounds bad, but funny, too. 1 .3 .3 57.6 It sounds kind of gross. 1 .3 .3 57.8 It sounds like a not too great restaurant 1 .3 .3 58.1 It sounds like a weird name for a breakfast place

1 .3 .3 58.4 It sounds like the name of a book. 1 .3 .3 58.7 It sounds negative 1 .3 .3 59.0 It sounds really gross but the rhyme is cool. :) 1 .3 .3 59.3 It sounds terrible. 2 .6 .6 59.9 It tastes bad. 1 .3 .3 60.2 It's a fine name. 1 .3 .3 60.5 It's a funny name that draws people's attention. 1 .3 .3 60.8 It's a terrible name but intriguing. 1 .3 .3 61.0 It's a unique, quirky name.

1 .3 .3 61.3 it's a waffle place 1 .3 .3 61.6 It's at the "Great and Spacious Building" aka, the Village. 1 .3 .3 61.9 It's catchy and rhymes. 1 .3 .3 62.2 It's catchy but sounds really unhealthy. 1 .3 .3 62.5 It's catchy. 1 .3 .3 62.8 It's clever and attractive to customers 1 .3 .3 63.1 It's cute and kind of funny-similar sounding words 1 .3 .3 63.4 It's cute. It rhymes. 1 .3 .3 63.7 It's delicious :) I wish they had one in Salt Lake

1 .3 .3 64.0 It's freaking awesome 1 .3 .3 64.2 It's funny because it must be ironic 1 .3 .3 64.5 It's going to be awful. 1 .3 .3 64.8 It's intriguing and makes me want to know what it's all about. 1 .3 .3 65.1 It's ironic, because it's probably a good waffle. 1 .3 .3 65.4 It's pretty clever, but made me apprehensive. 1 .3 .3 65.7 It's pretty weird and backward for promoting a restaurant 1 .3 .3 66.0 It's probably awful. 1 .3 .3 66.3 It's quirky and unexpected enough to make me want to check it out

1 .3 .3 66.6 It's that breakfast place located at the Village South of Campus. 1 .3 .3 66.9 Its a good pun 1 .3 .3 67.2 Its awful 1 .3 .3 67.4 Its silly and I really like waffles, so pretty good! 1 .3 .3 67.7 Kind of awkward, but clever 1 .3 .3 68.0 Kind of weird 1 .3 .3 68.3 Kind of weird, but it has good food. pricey 1 .3 .3 68.6 Love the food, great atmosphere, want more. 1 .3 .3 68.9 Love waffle...but Awful lost my interest

1 .3 .3 69.2 makes me curious 1 .3 .3 69.5 makes me not want to eat there... 1 .3 .3 69.8 mmm yum 1 .3 .3 70.1 name is misleading 1 .3 .3 70.3 Negative connotation with word awful would make me avoid the restaurant 1 .3 .3 70.6 never been there 3 .9 .9 71.5 never been there but have heard it is good 1 .3 .3 71.8 Never been there. Overrated. Where is it? 1 .3 .3 72.1 never been, sounds fun, but overpriced

1 .3 .3 72.4 Never gone 1 .3 .3 72.7 Never heard of it, but honestly it sounds like the typical Provo gimmick..You can quote me on that. 1 .3 .3 73.0 Never heard of it. 1 .3 .3 73.3 Not a good name. 1 .3 .3 73.5 Not a good waffle 1 .3 .3 73.8 Not all that good. It sounds like one of those small places that make a silly name, but aren't very good. 1 .3 .3 74.1 Not appealing name, but I love waffles. 1 .3 .3 74.4 Not as good as the waffle truck. Kind of pricey 1 .3 .3 74.7

Not good 1 .3 .3 75.0 Not really appetizing. Doesn't inspire me to go there at all. Kind of sucks 1 .3 .3 75.3 Not somewhere that sounds in any way appetizing. 1 .3 .3 75.6 Not very good... 1 .3 .3 75.9 Nothing special 1 .3 .3 76.2 Only been there once, but enjoyed the atmosphere 1 .3 .3 76.5 Pancakes 1 .3 .3 76.7 Place that sells awfully good, huge waffles 1 .3 .3 77.0 Probably not good... granted, I don't like waffles anyway... 1 .3 .3 77.3

Quirky 1 .3 .3 77.6 Quirky, trendy, not appealing. 1 .3 .3 77.9 Rhyming isn't everything. 1 .3 .3 78.2 Saw them build on in Provo a few years ago. 1 .3 .3 78.5 sells different types of waffles (dessert and breakfast) 1 .3 .3 78.8 Something I can do at home. 1 .3 .3 79.1 sounds awful 2 .6 .6 79.7 Sounds awful 1 .3 .3 79.9 Sounds Awful and fun, want to try maybe 1 .3 .3 80.2

Sounds awful, as in gross. 1 .3 .3 80.5 Sounds awful. 2 .6 .6 81.1 Sounds bad, but it makes you wonder. 1 .3 .3 81.4 Sounds Cool. Id eat it. 1 .3 .3 81.7 Sounds creative 1 .3 .3 82.0 sounds fine to me 1 .3 .3 82.3 sounds funny... but not yummy 1 .3 .3 82.6 sounds gross 1 .3 .3 82.8 Sounds interesting but not a place to go for a real meal 1 .3 .3 83.1

sounds interesting like a diner 1 .3 .3 83.4 Sounds interesting, probably not the best name for a place but I would try it 1 .3 .3 83.7 Sounds intriguing & makes me want to taste them 1 .3 .3 84.0 Sounds kind of weird but wouldn't deter me from going there. 1 .3 .3 84.3 sounds like a gross place to get cheap waffles 1 .3 .3 84.6 Sounds like a dinky diner. 1 .3 .3 84.9 Sounds like a fun place for younger adults or families. 1 .3 .3 85.2 Sounds like a good marketing rhyme. 1 .3 .3 85.5 Sounds like a gross waffle 1 .3 .3 85.8

Sounds like a waffle shop. 1 .3 .3 86.0 sounds like an awful waffle, but I know otherwise because I have been there. 1 .3 .3 86.3 Sounds like it could be good--or really bad. It better be good with a name like that 1 .3 .3 86.6 Sounds like it would be awful 1 .3 .3 86.9 Sounds like something Gollum would say from the Lord of the Rings movie 1 .3 .3 87.2 Sounds like the local greasy spoon 1 .3 .3 87.5 sounds that it doesn't taste very good. 1 .3 .3 87.8 Southern derived and greasy. 1 .3 .3 88.1 Sparks curiosity 1 .3 .3 88.4

Sticks in mind easily, hopefully the food isn't awful 1 .3 .3 88.7 Strange name considering the food is delicious 1 .3 .3 89.0 Stupid name 1 .3 .3 89.2 Sugarhouse breakfast cafe 1 .3 .3 89.5 Super creative name and sounds enticing 1 .3 .3 89.8 tasty but overpriced 1 .3 .3 90.1 tasty waffle 1 .3 .3 90.4 terrible name. alliteration does not entail coolness. 1 .3 .3 90.7 That's cool. Awfully good waffles, I guess. 1 .3 .3 91.0

That's hilarious! ... But are their waffles really awful? 1 .3 .3 91.3 The name makes it sound terrible, but it's good 1 .3 .3 91.6 The name sings "hipster." And waffles. Waffles are delicious. 1 .3 .3 91.9 The Village, hip, Wakefield's son 1 .3 .3 92.2 The Village; fancy; expensive 1 .3 .3 92.4 There is no positive thought or affect associated with it. 1 .3 .3 92.7 They better have dang good food with a name like that. 1 .3 .3 93.0 They must serve good waffles with that name. 1 .3 .3 93.3 They serve waffles and other breakfast food. 1 .3 .3 93.6

To be completely honest, I've always thought it was a little bit contrived. I mean, do you really want your waffles to have that kind of negative association from the get-go? 1 .3 .3 93.9 Too expensive, but hey, it's a waffle stand . . . 1 .3 .3 94.2 trendy place I'd probably try 1 .3 .3 94.5 Tried to be cute with wordplay, hope not taste 1 .3 .3 94.8 Trying to be cute, but just sounds stupid 1 .3 .3 95.1 Trying too hard to rhyme. 1 .3 .3 95.3 unique, but self-damaging 1 .3 .3 95.6 waffle place 1 .3 .3 95.9 Waffle Truck is better 1 .3 .3 96.2

Waffles are awful? 1 .3 .3 96.5 Waffles, breakfast, food 1 .3 .3 96.8 Waffles, trying to be creative but it didn't work 1 .3 .3 97.1 weird name 1 .3 .3 97.4 weird. 1 .3 .3 97.7 who thought of that name? wouldn't it discourage customers? 1 .3 .3 98.0 Why are they advertising that their food is bad? 1 .3 .3 98.3 Why is it Awful? Strange. 1 .3 .3 98.5 Why would I go there? 1 .3 .3 98.8

yum! 1 .3 .3 99.1 yum? 1 .3 .3 99.4 Yum. Cool chalk boards and goooood food. 1 .3 .3 99.7 yummy- great gelato 1 .3 .3 100.0 Total 344 100.0 100.0

Analysis: Most people think negatively when they think about The Awful Wafes. The words gross and no good are repeated many times. The second most repeated word is catchy and then fun. Question 8: How would you describe your familiarity with Awful Wafe? I have never heard of it-13.1 percent of respondents (45 respondents) I have heard of it but have never gone-45.3 percent of respondents (156 respondents) I have gone once-14 percent of respondents (48 respondents) I have gone a few times-14.8 percent of respondents (51 respondents) I go often-3.2 percent of respondents (11 respondents) Mean: 2.44 Median: 2.00 Mode: 2 Standard Deviation: 1.039 Analysis: Most people have heard of Awful Wafe but have never been. Question 9: How did you hear about The Awful Wafe? This data was originally qualitative (free response). I found 5 groups that most of the responses fell under. All of the responses can be found below. Friend/word of mouth/social media (Facebook posts and events @ AW, Yelp, Instagram)-116 respondents Physically saw location-55 respondents Traditional advertising/PR (Hitlist, Daily Universe, Advertising on campus, catering)-12 respondents I dont know-3 respondents Groupon/Daily deals-2 respondents

Mean: 1.51 Median: 1.23 Mode: 1 Analysis- Respondents that said they physically saw the location said it was because they walked past it frequently. The almost always said they used to walk past it. This is unclear if they moved or if they know Awful Wafe moved. How did you hear about The Awful Wafe? Question 10: Are you aware that The Awful Wafe moved? Yes-47.4 percent (163 respondents) No-28.2 percent (97 respondents) Mean: 1.37 Median: 1 Mode: 1 Standard deviation: .485 Question 11 A: I have been to The Awful Wafes old location. Never-52.6 percent (181 respondents) Once-11.3 percent (39 respondents) A few times-8.1 percent (28 respondents) Often-1.2 percent (4 respondents) Very often-1.5 percent (5 respondents) Mean: 1.49 Median: 1 Mode: 1 Standard deviation: .893 Question 11 B: I have been to The Awful Wafes new location Never-54.9 percent (189 respondents) Once-8.1 percent (28 respondents) A few times-9.3 percent (32 respondents) Often-1.7 percent (6 respondents) Very often-1.2 percent (4 respondents) Mean: 1.49 Median: 1 Mode 1 Standard deviation: .908 Question 12 A: How would rate your overall satisfaction at the new location? Very dissatised-.3 percent (1 respondent) Dissatised-1.7 percent (6 respondents) Neutral-4.9 percent (17 respondents) Satised-9.3 percent (32 respondents) Very satised-4.4 percent (15 respondents) Mean: 3.76 Median: 4.00 Mode: 4 Standard deviation: .933 Question 12 B: How would you rate your overall satisfaction at the old location? Very dissatised-1.2 percent (4 respondents) Dissatised-2.3 percent (8 respondents) Neutral-8.7 percent (30 respondents) Satised-7.3 percent (25 respondents) Very satised-3.2 percent (11 respondents) Mean: 3.40 Median: 3.00 Mode: 3 Standard deviation: 1.024

Question 13: Which of the following menu items have you tried? NOTE: Percent is percent of people who answered this question (have eaten something at AW, not the entire survey population) Wafes-18.9 percent (65 respondents) Crepes-15.7 percent (54 respondents) Pizza-4.7 percent (16 respondents) Gelato-3.5 percent (12 respondents) Fountain drinks-5.5 percent (19 respondents) Mean: Median: Mode:

Question 14 A: Rank each of the menu items. 0 being do not like at all, 10 being absolutely love. NOTE: Percent is percent of people who answered this question (have eaten the wafes, crepes etc., not the entire survey population) Wafes: 1.7 percent (1 respondent) 0 0 3.4 percent (2 respondents) 6.8 percent (4 respondents) 8.5 percent (5 respondents) 25.4 percent (15 respondents) 20.3 percent (12 respondents) 16.9 percent (10 respondents) 16.9 percent (10 respondents) Mean: 7.62 Median: 8.00 Mode: 7 Standard deviation: 1.82 Question 14 B: : Rank each of the menu items. 0 being do not like at all, 10 being absolutely love. NOTE: Percent is percent of people who answered this question (have eaten the wafes, crepes etc., not the entire survey population) Crepes: 2 percent (1 respondent) 0 4 percent (2 respondents) 8 percent (4 respondents) 4 percent (2 respondents) 10 percent (5 respondents) 18 percent (9 respondents) 30 percent (15 respondents) 14 percent (7 respondents) 10 percent (5 respondents) Mean: 7.18 Median: 8 Mode: 8 Standard deviation: 2.03 Question 14 C: Rank each of the menu items. 0 being do not like at all, 10 being absolutely love. NOTE: Percent is percent of people who answered this question (have eaten the wafes, crepes etc., not the entire survey population)

Pizza 0 6.3 percent (1 respondent) 0 0 6.3 percent (1 respondent) 12.5 percent (2 respondents) 25 percent (4 respondents) 18.8 percent (3 respondents) 18.8 percent (3 respondents) 12.5 percent (2 respondents)

Mean: 7.37 Median: 7.50 Mode: 7 Standard deviation: 2.02 Question 14 D: Rank each of the menu items. 0 being do not like at all, 10 being absolutely love. NOTE: Percent is percent of people who answered this question (have eaten the wafes, crepes etc., not the entire survey population) Gelato 0 0 0 0 8.3 percent (1 respondent) 16.7 percent (2 respondents) 25 percent (3 respondents) 33.3 percent (4 respondents) 16.7 percent (2 respondents) 0 Mean: 7.33 Median: 7.50 Mode: 8 Standard deviation: 1.23 Question 14 E: Rank each of the menu items. 0 being do not like at all, 10 being absolutely love. NOTE: Percent is percent of people who answered this question (have eaten the wafes, crepes etc., not the entire survey population) Fountain drinks 0 11.8 percent (2 respondents) 0 5.9 percent (1 respondent) 17.6 percent (3 respondents) 5.9 percent (1 respondent) 11.8 percent (2 respondents) 5.9 percent (1 respondent) 5.9 percent (1 respondent) 35.3 percent (6 respondents) Mean: 7.05 Median: 7.00 Mode: 10 Standard deviation: 2.86 Question 15: Rank each of the menu items "0" being do not like at all, 10 being absolutely love Wafes

Number of Respondents: 59 (17.2% of population) Mean: 7.63 Median: 8 Mode: 7 Standard Deviation: 1.83 Crepes Number of Respondents: 50 (14.5% of population) Mean: 7.18 Median: 8 Mode: 8 Standard Deviation: 2.04 Pizza Number of Respondents: 16 (4.7% of population) Mean: 7.38 Median: 7.5 Mode: 7 Standard Deviation: 2.03 Gelato Number of Respondents: 12 (3.5% of population) Mean: 7.33 Median: 7.5 Mode: 8 Standard Deviation: 1.23 Fountain drinks Number of Respondents: 17 (4.9% of population) Mean: 7.06 Median: 7.0 Mode: 10 Standard Deviation: 2.86 Key Observations: Menu Item priority: It appears that Awful Wafe promotes their wafes with the highest priority, followed in order by crepes, pizza, gelato and then fountain drinks. The means suggest that crepes should be given less priority and placed behind the pizza and gelato. Question 16: How would you rate the following features at The Awful Wafe currently? ("10" being excellent and 0 being Location Number of respondents: 91 (26.4% of population) Mean: 5.65 Median: 5 Mode: 5 Standard Deviation: 2.44

Service Number of respondents: 88 (25.6% of population) Mean: 6.64 Median: 7 Mode: 8 Standard Deviation: 2.13 Atmosphere Number of respondents: 87 (25.3% of population) Mean: 7.38 Median: 8 Mode: 8 (Multiple modes exist. Smallest value provided) Standard Deviation: 2.26 Taste of food Number of respondents: 89 (25.9%) of population Mean: 7.63 Median: 8 Mode: 9 Standard Deviation: 2.10 Price of food Number of respondents: 85 (24.7%percent of population) Mean: 5.33 Median: 5 Mode: 5 Standard Deviation: 1.75 Value Number of respondents: 86 (25% of population) Mean: 5.67 Median: 5.5 Mode: 5 Standard Deviation: 1.83 Parking Number of respondents: 82 (23.8% of population) Mean: 2.90 Median: 2 Mode: 2 Standard Deviation: 2.23 Bands/Events Number of respondents: 82 (23.8% of population) Mean: 5.65 Median: 5

Mode: 5 Standard Deviation: 2.25 Key Observation The Awful Wafes greatest features are its taste of food and its atmosphere, with ratings of 7.63 and 7.38, respectively. Its worst features are the parking and the price of food, with ratings of 2.90 and 5.33, respectively. Question 17: Please explain why you feel this strongly about the location of The Awful Wafe. Positive: Parking (Negative Response): I love the new location, but the parking is not good at all. It is a roomy, cool place, but it has bad parking. Great location for people who love at the village. Not really a family shop. Parking seems terrible if not a village member.* It could be in a more reachable area. For example, better parking and street access. Close Proximity It's convenient as long as you already live South of Campus. Otherwise, it is tough to access. its convenient for me since i live at the village and its a cool location for students to meet and mingle I live at The Village so it's incredibly convenient for me. I live there Its close to my house Great location for people who love at the village. Not really a family shop. Parking seems terrible if not a village member.* It's in the center of one of the biggest apt complexes on campus. It is convenient to where I live. It's close by to where I live. It's close to where I live. It is literally a block away from my house and so it makes it convenient for a change of scenery. I live at the village so it's really convenient to drop by to grab dinner Its super close to my house. Its close by Other I think it is much nicer than the previous location. good There are a lot of social events at the Village, so it is a place that is convenient to go to. It's cool. *Response reported in both parking and proximity categories. Negative Responses: Parking: No parking at all...ever. I feel like if I don't live in the Village I don't belong there. It's hard to nd a good parking spot close to the location. Proximity: Well, it was closer to me in its old location. I don't want to go to the Village to eat food. It's farther away and not nearly as down to earth as the old location was.* Part of Complex: Well, it was closer to me in its old location. I don't want to go to the Village to eat food. It's farther away and not nearly as down to earth as the old location was.* I don't like going into the village for a wafe. If i lived there, it might be different. I don't want to have to go the village I don't like that it is part of a complex. It feels odd to go there now, and it's not as relaxed as before. I do not like that it is located in an apartment complex because I don't live there. I also

forget it's located there because I don't see it when driving places. It is farther away and I don't want to have to go into the village to eat there. Really inconvenient Other I don't like eating outside. *Response recorded in multiple categories. Key Takeaways: For those who felt strongly positive about its location, many respondents liked it because it is close to where they currently live. Many of these individuals also complained about the parking (more than those who even though they liked the location (Interestingly, more individuals complained about the parking from the positive group than the negative group). Many of the negative responses give the reason of being located inside The Village as the reason they dont like the location. Question 18: Please explain why you feel this strongly about the service of the Awful Wafe Positive: Helpful They polite to people. I went when it was really slow, so they were able to serve us quickly. i have only been there once, but i have always heard and experienced friendly staff. The service is timely and friendly. However one time we went on a weekday at 5:00pm and it was closed with no explanation or sign. I have been there a few times and they were really helpful. They helped me order and were patient, and cleaned up for us. They are always nice and patient while you order. they are fast and friendly They are always nice and quick. They are really friendly and quick. The people there are always so nice, and friendly! It was good service. Friendly people that work there. The girls there are always super nice and their uniforms are clean and professional. Workers are very nice and accommodating. You get your order pretty fast. They are polite and get the order done as soon as possible. The girls are just really nice. And its feels like a second home. I had great service when I went. I met the owner and she was really nice. Service was ne when I went. The people are nice and service was pretty quick They have always been very polite and willing to explain menu items to me. The food has been prepared quickly and well. Generic Fantastic! Good service. I love the service. I've only been to the new awful wafe for a concert/show. I've never ordered food there. Great i haven't really noticed anything notable it's good I've never really been. I went once for a dance party but never ate the food. So I'm making assumptions here. Seems good It's good service. I have never been disappointed when visiting. Negative: The food came out too slow. It was nice because we were with friends and needed a lot of catching up. But the wait wasn't worth the wafe. I probably would not go there unless my friends wanted to.

 Ridiculously overpriced. Food is not great. They charged me so much for fruit toppings the last time I went that I ended up paying ten bucks for something that didn't even ll me up. Key Takeaways: Although one individual reported slow service, most respondents who felt strongly about service did so because they experienced swift and kind service. Question 19: Please explain why you feel this strongly about the atmosphere at The Awful Wafe Positive: Chalkboard It's very unique and fun; I love drawing with chalk on the tables and I love the shabbychic feel. The atmosphere is very modern and creative. I love how you can write on the tables. Its a nice atmosphere. It is nice and warm, and the chalk is fun. I actually think it's a really cool, relaxed atmosphere, with the res and the chalk tables. They've made an effort to make it a nice, unique place for college kids to hang out. The chalk for writing on these tables is everyone's favorite. I loved the chalkboard paint on the tables and walls. It was so much fun to draw during the date- it was a really good conversation starter. LOVE the creativity with the chalk and the bands. Great seating and feels warm and welcoming. It's design is really nice, I like the chalk tables, and the replace is lovely The awful wafe has a really cool, cute atmosphere It great! Cute idea to have chalk tables. I appreciated the family friendly TV programming that was playing. The numbers that identied our order were easy for the employees to see. The chalk boards are awesome, and it feels cozy and social inside. General: Love the replace and just the little places to gather, including the coaches. It has a really nice atmosphere. I don't think it's a bad or good atmosphere. Just that I'm not familiar with it. Great decor and really open and roomy. I think its a cool place that feels like its an inner city restaurant even though its not in the city. Its a fun relaxed place to go. Big open room, cool furniture and stuff. Over all cool. It's got a fun, relaxing, sophisticated feel to it. i have not been to the new location, i have heard good things good i like the atmosphere. its a cool place to hang out. I think it's just a great place to hang out, eat with friends, hear good music. It's very inviting and laid back. I like the events held here. It's fun to be at a good place while watching my favorite bands play in a small setting It's in the middle of college housing, so it's a good area/ atmosphere for college students. It was very modern, open space, cozy, and a great place to just hang out with friends. it's fun It's a very cool, kind of hip atmosphere. Comfy places to sit, a big screen TV, and good music playing on Pandora. it is homie and feels nice to live LOVE the lighting. The cafe style is hard to nd around here. I'm sure it's a pretty relaxed atmosphere which would make going there appealing. The atmosphere has a fun and relaxing feel. Fun place, I like the decorations Casual, cute place to hang out It is fun! I feel like a cool hipster when I'm there It's a nice place to go hang out and relax.

 It's a really nice restaurant The atmosphere is trendy and inviting. It's cool inside. It is unique...something that is hard to come by at times. it is nice to have a different atmosphere It's fun, inviting and has a hip, young vibe. Like having it near a nice apartment complex. the atmosphere is just fun, especially when there's a good band playing Fireplaces. Enough said. Negative: Indifferent The old atmosphere was cool. Haven't been to the new one. Key Takeaway: Respondents love the trendy atmosphere. Many specically really like the chalkboard tables. Question 20: Please explain why you feel this strongly about the taste of food at The Awful Wafe Positive: Wafes I love the wafes. They are lling and delicious. I love, love, love sweets and Awful Wafe can make a better crepe/wafe than me any day of the week. I always ask the cook to make me their favorite so I get to try something new every time--I've never regretted it. They make my sweet tooth very happy.* I just really like their wafes and the crepes. They seem to be made with quality ingredients.* the food is really good and its fun to create your own wafe I really like their different types of wafes, especially the leige wafe. It's delicious and fresh, but sometimes they burn the wafes and don't give enough syrup Wafes are great. The wafes are awesome! I love all the different toppings and it's always more than I can eat by myself. I do love wafes and crepes, and The Awful Wafe does a good job with both.* Crepes I love, love, love sweets and Awful Wafe can make a better crepe/wafe than me any day of the week. I always ask the cook to make me their favorite so I get to try something new every time--I've never regretted it. They make my sweet tooth very happy.* I just really like their wafes and the crepes. They seem to be made with quality ingredients.* I really thought my crepe was incredible. I would recommend the food to anyone. High quality. The wafes are awesome! I love all the different toppings and it's always more than I can eat by myself. I do love wafes and crepes, and The Awful Wafe does a good job with both.* Gelato It was a delicious and yummy dessert! Can't go wrong there! Pizza They make their own whip cream. And fresh fruit! And their pizza crust is the best. Other responses that contain insight There's a lot of selection and high-quality food - it's really yummy. The food is pretty tasty. Now if the price was right, I'd be going there a lot more often. Good an different from most places around provo You can tell it's pretty good/authentic, but it's overpriced for what it is. because it is unique I love the food at Awful Wafe. It's comfort food. Delicious! Made from scratch. Good every time. They use natural ingredients.

 It's a unique menu and it just tastes good! The food is good, very sweet and they have lots of variety, something for everyone. It tastes really good. the food is both savory and sweet. it is unique and high quality I like the variety of toppings and thought the food tasted good. The food was delicious, great quality, fresh. It is delicious; however I'm not sure it reects the price in its value. Too pricey. I would go more often if it was 2 dollars cheaper. General The food was good when I had it The food is all great. It is good! Good The food I had was delicious and lling It's good it's yummy Its tasty...need I say more? It's just so good! :) The food is really good! It tasted good. It is good ... It's delicious it's good I like that kind of food I thought the food was awesome. i was expecting a different taste, and it was what I got! It was super-duper good. I loved it. Negative: You pay a lot for kind of a small wafe; it should be a really good wafe. It is. It was good. I just wish I'd gotten something else instead. its pretty good, nothing out of this world The taste is good, the value could be a lot better. I can go get an authentic Italian pizza that is larger and less expensive elsewhere. I also think you can make a wafe that tastes better than anything I could ever make, but the price difference is not worth the taste difference. *Response reported in multiple categories Question 21: Please explain why you feel this strongly about the price of the food at The Awful Wafe Positive: It doesn't seem too pricey. Its a bit pricey to go all the time but not terrible It is affordable. You get what you pay for. They load the topping on. My mom paid for it? To be honest I didn't pay attention to prices. Negative: Going into it, you think that the Awful Wafe pricing is good. The base isn't that much but once you start adding toppings the price skyrockets. I don't understand why it is so much money for only a few strawberries or a dollop of whipped cream. It's very expensive and I think the wafe truck is better. It's really expensive. The food is overpriced for what it is. Key Takeaways: Responses to this question are too varied to draw any useful conclusions. Question 22: Please explain why you feel this strongly about the overall value at the Awful Wafe. Qualitative Response Everyone i know loves awful wafe, so i think it is valuable Fun place

Good wafes, and friendly service. i have been impressed with all factors except for the parking. i feel they offer great food for a good price at a unique location...something that doesn't always happen. I thought the price, the food adn the atmosphere were all good. The music was too loud though. it was hard to enjoy conversation with my wife. Kind of gave me a headache It is good. It's an alright place to eat more for a snack or dessert. But, I wouldn't eat there for a meal. Also, the atmosphere is okay, but sometimes I feel like it is the Village's hangout and there's a certain stigma there. It's very expensive and I think the wafe truck is better. Its a good place, I like it Its just a really great hangout spot, with really good food. See above. The awful wafe is near to my apartment, we just walk, the prices are reasonable, and the food is tasty. Also, we can sit down and enjoy the food in peace. The food was good and I don't think it was too expensive either. Where else am I going to get it?

Question 23: Please explain why you feel this strongly about the parking at the Awful Wafe. Qualitative Response: it's difcult All the parking- as I understood it was either already taken on the street by residents, or was made for those who lived in The Village and we would be ticketed for parking there. baaaad parking options... I don't know where I would park if I went there I have spent more than 5 minutes looking for parking. If I wasn't meeting friends there, I would have left and gone to a restaurant with more accessible parking. I live there I park underground. I'm not sure I would know where to park if I went to the new location. I've never been to the new location so I don't know about the parking. If you're lucky, you'll nd a parking spot on the street close by. Otherwise, you're out of luck. You have to go nd something in a church parking lot or hope no one will tow you while sneaking into the Village parking lots. Is there parking? I've never been able to nd it within two blocks. It is harder to nd parking at the Village since its so crowded It is located in the Village, the streets surrounding it are usually packed full of cars. It took me a while to nd somewhere to park, and after I nally did, I had no idea where The Awful Wafe was in relation to the parking spot. It was busy when I went, and I didn't know if there was guest parking close by, so I ended up parking on the street and walking a couple blocks. Another time, I did nd the guest parking, but it's right next to the residents' parking and is hard to get i and out. It's hard to nd parking on the street so there is nowhere to park, and then you have to walk across the street It's hard to nd places to park where it's located. No parking lot No where to park, to my knowledge. Parking is a pain..like a lot of Provo.. See above. Street parking sucks The basically isn't any parking. The parking at the Village is not ideal for visitors. We are forced to park far away because there are no close parking spaces for people without village parking passes. the parking is awful. it doesn't exist. There is hardly any parking close to the village except on side streets that are usually full at night when I go. There is little to no available parking in the area.

There is never any parking on the streets of Provo, especially by the popular village apts. there is no parking. visitor parking is hard to come by, and it is easier to just walk than try to nd parking. There isn't really parking anywhere in Provo. There really is nowhere to park around. I live close so we just walk. There's hardly any parking here in Provo to begin with and the village and liberty square parking is some of the worst. Yes, Awful wafe will get people from the village coming a lot because it's super convenient for them, by less convenient for everyon else in someways because you have to go into the village to get there. I want to avoid stepping foot into the Village if I can help it, for parking and atmosphere. there's hardly anywhere to park nearby because of the location. the village always seems overcrowded. We can almost never nd parking there. People living around Awful Wafe already take up the spots, so we usually have to walk to get there. We had to park really far away last time we went to the new location because no spots were open close by. What parking? Whenever I've tried to nd parking I have had to park far away. Where to park is unclear, and most street parking is taken up by BYU students living in the area. Yeah, so you have to park on the street (if there is any available spots) to eat at the Awful Wafe in both locations it has been at. I hate restaurants in downtown areas that make you pay for parking in a lot to eat there. Every restaurant should make sre parking accommodations are met for the customers because we are already paying to eat at that restaurant.

Question 24: Please explain why you feel this strongly about the bands/events at the Awful Wafe. Qualitative Response: James Devine becaue it supports band in provo Fun parties I didn't see a performance so I didn't really have an opinion on it. I have never been to a band/event at the Awful Wafe. I simply have no opinion. I know several of the bands that have played there and it seems like a great location. I like having entertainment where I eat. I like that it's close. i see event notices on facebook often. I'm just no aware of any that have taken place there. I'm pretty biased but I used The Awful Wafe for an event I did, and they were so easy to work with. The event was a big success and everyone seemed to love the atmosphere. Loved the James Devine concert. Super fun & free! My friend played there!!! That's the best part! The bands are too loud. I tried to go to Awful Wafe to catch up with friends and it was hard to hear them. The bands I have seen are pretty mellow and give a nice atmosphere. They are entertaining. they have cool chalk tables This is my favorite part. I would not eat there if it was not for the events Question 25: Are you aware that there is a market at the Village? 1= Yes: 38.5 percent of respondents (62 respondents) 2=No: 61.5 percent of respondents (99 respondents) Respondents that skipped this question: 183 Mode: No Analysis: 61.5 percent of respondents are not aware of the Market. Only 38.5 percent are. Question 26: How many times have you gone to the market at The Village? 1= Never: 67.7 percent of respondents (42 respondents) 2= About once or twice a week: 30.6 percent of respondents (19 respondents) 3= Several times: 0 percent (0 respondents)

4= About once a week: 1.6 percent of respondents (1 respondent) 5= More than once a week: 0 percent (0 respondents) Mean: 1.35 Median: 1 Mode 1 Std. Deviation: .575 Respondents that skipped this question: 282 Analysis: Most people have never been to the Market (67.7 percent), while 30.6 percent of people use the Market once or twice a week. Question 27: On a scale of 0-10, how useful is the market at The Village to you? (10 being extremely useful and 1 being not at all useful 0= 44.4 percent of respondents (16 respondents) 1=8.3 percent of respondents (3 respondents) 2=19.4 percent of respondents (7 respondents) 3=16.7 percent of respondents (6 respondents) 5=8.3 percent of respondents (3 respondents) 7=2.8 percent of respondents (1 respondent) Respondents that skipped this question: 308 Analysis: Almost half of respondents feel that the Market is not useful. The highest score received was a seven out of ten, but only one respondent felt that way. The rest of the respondents scored the Market at ve or below. Question 28: Why is the Village Market useful to you? This survey question involved skip logic. No one responded favorably to the question ranking the usefulness of the market and as such there is not data. We can thus assume that of those surveyed, no one feels the market is useful. Question 29: Why is the Village Market not useful to you? Why is the market at The Village not useful to you? Frequency Percent Valid Percent Cumulative Percent Valid 318 92.4 92.4 92.4 Because I do not live at the Village and if I go to the market I go to Smiths and if I am at the Awful Waffle I only am willing to pay for the waffle. They are pricy so I am not going to want to spend even more money. 1 .3 .3 92.7 Because I don't live at The Village and I don't have a car to drive there. 1 .3 .3 93.0 I bought milk there once, and it was expired already. Plus, I think it was a lot more expensive than

normal grocery stores. 1 .3 .3 93.3 I do not live there 1 .3 .3 93.6 I don't know what that is or where it is. 1 .3 .3 93.9 I don't know where The Village is. 1 .3 .3 94.2 I don't live at the Village 1 .3 .3 94.5 I don't live nearby 1 .3 .3 94.8 I don't live there 1 .3 .3 95.1 I don't live there and don't have any reason to go there. I also don't have a car. 1 .3 .3 95.3 I don't live there and I have a grocery store and other good restaurants where I live. 1 .3 .3 95.6

I don't live there and only visit on extremely rare occasions. 1 .3 .3 95.9 I don't live there and when I have been there it's really small and doesn't seem to have much. 1 .3 .3 96.2 I don't want to go there. I'd rather go to a restaurant that's not located in the hipster area of town. 1 .3 .3 96.5 I dont live there 1 .3 .3 96.8 I have never heard of it. 1 .3 .3 97.1 I have other places I can get rewards for buying at. 1 .3 .3 97.4 I just never really think to pick up things there. I go to the Awful Waffle for a meal not to cook/ prepare something myself. 1 .3 .3 97.7 I live near a grocery store. 1 .3 .3 98.0 I'm married and don't live near it 1 .3 .3 98.3

I've never been 1 .3 .3 98.5 Other stores are closer. 1 .3 .3 98.8 poor parking 1 .3 .3 99.1 The location is further than Smiths from my apartment. I imagine, also, that it would be more crowded since it is located in a large apartment complex, and also that it has less variety and higher prices. 1 .3 .3 99.4 They didn't have milk. 1 .3 .3 99.7 Why would I go there. 1 .3 .3 100.0 Total 344 100.0 100.0 Key Observation: Most people do not live at the Awful Waffle, and view it as a restaurant. For residents that live there, they prefer to buy groceries at a grocery store where they can buy more items for a less expensive cost. Question 30: Describe your student status. Number of respondents: 295 (85.75% of respondents) Mean: 1.5 Median: 1.00 Mode: 1

Std. Deviation: .824 Further analysis: I am a full-time student Frequency: 211 Percent: 61.3 I am a part-time student Frequency: 21 Percent: 6.1 I am a non-student resident Frequency: 63 Percent: 18.3 1= Full-time student, 2= Part-time student, 3= non-student Key Observation: The majority of those who participated in this survey are full-time students. Following full-time students the next highest ranking was non-students, followed by part-time students.

Question 31: How old are you? 1=18-30 2=30-49 3=50+ Number of Respondents: 297 (86.33% of respondents) Mean: 1.06 Median: 1.00 Mode: 1 Std. Deviation: .283 Further Analysis: Ages-18-30 Frequency: 281 Percent: 81.7 Ages 30-49 Frequency: 13 Percent: 3.8 Ages 50+ Frequency: 3

Percent: .9 Key Observation: A significant majority of respondents were between the ages of 18-30. Question 32: Where do you currently reside? 1= At the village 2= Between Center Street- Campus and University Ave 900 East, but not at the Village 3= Another Area of Provo 4= Utah County Outside of Provo Number of Respondents: 290 (84.3% of respondents) Mean: 2.62 Median: 2.00 Mode: 2 Std. Deviation: .789 Further Analysis: At The Village Apartments: Frequency: 7 Percent: 2 Between Center Street- Campus and University Ave 900 East, but not at The Village Frequency: 144 Percent: 41.9 Another Area of Provo Frequency: 90 Percent: 26.2 Utah County Outside of Provo Frequency: 49 Percent: 14.2

Key Observation: Those who live at The Village were lowest in those who responded. Our data demonstrates much more significantly individuals living near The Village and in the surrounding area of Provo.

Question: 33 What is your gender? 1= male 2= female Number of Respondents: 295 (85.8 %) Mean: 1.67 Median: 2.00 Mode: 2 Std. Deviation: .469

Further Analysis: Male Frequency: 96 Percent: 27.9

Female Frequency: 199 Percent: 57.8 Key Observation: Signicantly more women responded to this survey.

Histograms (please paste your histogram in this part according to your question number)
Q. 1

Q. 2 -1

Q. 2.2

Q.2.3

Q.2.4

Q.3

Q.4.1

Q.4.2

Q.4.3

Q.4.4

Q.5.1

Q.5.2

Q.5.3

Q.5.4

Q.5.5

Q.5.6

Q.5.7

Q.5.8

Q.5.9

Q.6