University of California – Davis

About This Project

The Associated Students of the University of California – Davis retained The Pulse Group in concert with Webb Design, to assist them in the development of a renovation and repositioning plan for “The Coffee House”, the major foodservice venue within the University’s Memorial Union. The Coffee House is an approximate 10,000 square foot facility, with 10 foodservice platforms and 600 interior/exterior seats that generates about $3.0 million in gross revenue annually. As part of our work, we conducted a comprehensive assessment of existing facilities/operations and undertook an in-depth evaluation of the major demographic and social trends influencing UC Davis as a consumer market. We also conducted 20 focus groups and completed more than 500 intercept interviews with various university constituencies covering issues related to satisfaction, dining habits/patterns, customer service, imagery and preferred concepts. Based on our work we developed several alternative renovation plans for consideration and made a number of detailed recommendations with respect to organizational development issues, operations and service.