Michigan Technological University

Inside the MUB on the Michigan Tech campus is a food court frequented by students and faculty. Although it’s popular, students had begun to complain that the prices of the menu items exceed their value.



Because the university could not change the pricing, we developed a way to change the customer experience by changing the dining environment and menu.



We rebranded and redesigned the look of the food court to improve the customer experience. The bright, sleek design gave the whole space a more upscale, updated feel.


Although food prices remained the same, this simple investment in design changed the perceived value of the restaurant and its offerings and eliminated pricing complaints.