By Morgan Collins, Jessica Smith,

and Joshua Grossman

Village Juice Co. Background
● 2015: Lonnie Atkinson started selling
cold-pressed juice and nut milk through social
media with the label Village Juice Co.
● Making “eating healthy taste as amazing as it is
for your body”
● Locations: Two cafes in W-S, online, W-S
farmers’ markets, vending machine in WF
Innovation Quarter
● 2018: Location opened at Elon University
Village Juice Co. Problems
● Long line and long wait time:
Is it due to…
○ Popularity?
○ Confusing ordering process?
○ Lack of clarity of available
options?
○ Inefficient staff?
○ Difficult to read menu?
Objectives
1) Evaluate Elon students’ awareness of the meal plan options, types of food,
and prices offered by Village Juice Co.

2) Evaluate how satisfied Elon students are with Village Juice Co.
Methodology
Focus Group Interview

Thursday, January 17th 5:30 pm in

McEwen 212

Non-probability sampling:
Volunteer & Convenience

6 participants:

1 Male First-Year, 5 Female Juniors

3 White, 1 Asian, 2 Mixed race

RQ1: How aware are Elon Students of the different
options offered by Village Juice Co.?
● How do you pay for your food at Village Juice Co.? (Block swipe, meal

dollars, cash, etc.)

● Do you know what type of food Village Juice Co. serves?

● Do you know what options at Village Juice Co. are offered through the

meal exchange?

● Can you name a menu item off the top of your head?
Key Findings
● Students are unaware of meal exchange options and
specifically how much they spend at Village Juice Co.
○ Aware that prices are very high

● Students use/would use meal dollars or block swipes

● Students know that Village Juice Co. serves healthy
foods
○ Smoothies, salads, toast, juices

● Only 2/6 participants who had been were able to

name menu items
RQ2: How satisfied are Elon students with Village
Juice Co.?
● What factors matter to you when you decide where to eat on campus?

● What do you think of the prices at Village Juice Co.?

● What is your favorite part of Village Juice Co.?

● If you could change anything about Village Juice Co. what would it be?

● Describe your experience when reading the menu to decide what you

want to order at Village Juice Co.:

Key Findings
● Students are satisfied with the menu
options and meals available.
● Students are dissatisfied with the prices,
hours, ease of ordering, physical menu
on display, and efficiency of the staff.
Summary & Implications
● Students value price and location when ordering food
○ Don’t forget about off-campus students with no meal plan!
○ More hours and lower prices could attract more older students

● Prices are too high and students are

unaware of meal exchange options
○ Through Elon dining social media and
campaign posters, clarify what is actually
offered through meal exchange
○ Students want to use their swipes on full
meals not snacks (combos)
Summary & Implications
● Menu is hard to read and makes
ordering difficult
○ Make menu more accessible so students feel
comfortable ordering
■ Put the specific Elon menu on the dining
website
■ Larger, clearer menus
● Ex: Qdoba
○ Clarify where and how to order food
Summary & Implications
● Students enjoy the menu
options
○ Students want to eat healthy and
enjoy how it makes them feel
○ It is well known and well liked

“My smoothie
was incredible.”
- focus group participant
Q&A
Thank you!
Photo credits to Village Juice Co.:
https://www.villagejuicecompany.com/