Haven’t been to George Webb lately? Well, you are not alone, as many students do not consider the resturant a great option for their fast food purchases.
This minuscule support base from students is credited to “long wait times, dirty tables, unfriendly staff and an overall poor quality,” said Alec Wollensak, the Marquette University Student Government Business committee chair. “One bad experience, you are not coming back.”
The lack of interest is noticed by George Webb too. Last semester, owner Tom Aldrich approached Toby Peters, associate vice president of administration, knowing “there was a need to improve services on campus,” said MUSG Legislative Vice President Brock Banks. “Adlrich wanted to find out what students want and how he could improve.”
Peters then approached MUSG asking about student opinion and how to improve business, said Banks. MUSG assembled a group including Banks, MUSG senators, a student and an intern to address problems and create solutions.
“Peters led discussion to find how to change the image on campus,” Wollensak said.
This group met with Aldrich to express students’ dissastisfaction and that “the overall atmosphere deterred students from eating there,” Banks said.
“Our goals were to get students in the work force and create a marketing campaign to show the service and atmosphere is improved,“ said Wollensak. “With a great campaign it is not going to take that long to change their image.”
Ideas from this group are already being enacted, including a new seating arrangement with booths closer to the door and a “please wait to be seated” sign. The changes are meant to “encourage communication between customers and the staff,” said Wollensak.
The other important change is to “create service which integrates students into the labor force,” said Banks. “[Aldrich] stressed the difficulty in getting good people to apply.”
The final necessity to change the image is a strong marketing campaign. Meghan Lefeber, an off-campus senator, was also working with the group first semester on advertising. She is now in the Les Aspin Government Center in Washington, D.C, and was replaced by Halley Landsman, a junior majoring in advertising with a minor in marketing.
“We looked at the strengths and weaknesses and what is being overlooked for good business,” said Landsman. “We are creating different type of promotional events and press releases.”
Their new advertisements include an “8-minute satisfaction guarantee” where customers receive a $1 off coupon on their next purchase if a food order is not ready in eight minutes. On men’s basketball game days (both home and away), students can “purchase five burgers for $5 up until game time,” said Landsman. Furthermore, if the team wins, free fries or hash browns are included with the purchase of a burger and a drink.
Other advertisements include a stronger emphasis on George Webb’s acceptance of Marquette Cash. Finally, ads will also appeal to possible student workers, touting the almost $10 per hour possible with wages and tips.
These ads were presented to Aldrich and a spokesperson from Platypus, George Webb’s advertising company. The basketball promotion is already in place, and the 8-minute satisfaction guarantee is coming soon.
Future plans are also being considered to continue the “hip student-run business atmosphere,” said Landsman. These include “having HYPE perform one night, a burger eating contest with free prizes, t-shirts and burgers,” as well as continued weekly specials. “Aldrich wants it to continue through the years, not make it a one time thing, “added Landsman.
Although students generate the ideas, all funding is being provided for by George Webb.
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