You’ve probably heard of secret shoppers but have you heard of secret eaters? The Calgary Stampede’s Food and Beverage department, together with SAIT Polytechnic’s Hospitality Management program, takes secret shopping in a new direction by using students in the field of study.

Since 2002, SAIT students, as part of their studies, anonymously attend Stampede events throughout the year and report their experiences back to their instructors and the Stampede’s Food and Beverage team to help them gage the guest experience.

“Our secret shopper program with SAIT is one-of-a-kind in Calgary and a natural fit for both organizations,” said Duane Horpinuk, senior manager, Food and Beverage, Calgary Stampede. “As the largest caterer in the city, the feedback we receive helps us identify what we’re doing well and where we might improve.”

Attending or “shopping” at on average 10 events each year, students rate their experiences according to service, food and atmosphere: things like … Did the server have a name tag? Did the server smile? Did I receive my food in a timely fashion? Was the “hot food” hot and the “cold food” cold? Was there appropriate background music? etc. They evaluate Mavericks, concession stands and large, formal events such as graduations and Christmas parties that take place in the Roundup Centre.

The Stampede’s relationship with SAIT is multi-faceted. For over 10 years, the Stampede has offered two student awards annually: one to a Hospitality Management student and the other to a Professional Cooking student.

“SAIT graduates make great Stampede employees,” said Horpinuk. “As a member of the Hospitality Management program’s advisory board, which brings industry and educators together, I’m able to provide input about course content from an employer’s perspective.”

The Stampede also uses interactive kiosks to obtain customer feedback. In 2008, over 2,000 surveys were completed.