Rocket Grill
The Rocket Grill, the only non-cafeteria style restaurant on the Fort Lewis College campus, is located directly above the main campus dining hall. The restaurant is named after the local drive-in theater from the 1950s. The original neon sign from the theater was donated to the college to serve as the centerpiece for the restaurant.
Challenge
The restaurant was seeing a decline in sales. At least part of the explanation for loss of sales was consumer confusion. Accessible by stairs through an open atrium, many students failed to realize that the upper floor was a restaurant separate from the main dining hall.
Solution
Working with the restaurant manager and local builders, we remodeled the space to make the restaurant obvious while also making the order and pick-up line more efficient. We created an atmosphere for a more intimate dining experience with faux booths, drop lighting, and artwork. I hired a subcontractor to develop custom illustrations featuring a retro-futuristic diner drawing inspiration from local and campus landmarks. Finally, we developed new branded signage and digital menus to build brand awareness for the restaurant.
