The dining facility in the State University of New York student union witnessed significant declines in traffic and sales in recent years. Realizing major changes were necessary to make this an attractive dining location again, the university asked King·Casey to create a new, branded restaurant concept and
King·Casey’s strategy team analyzed research among students and faculty to identify opportunities for an enhanced customer experience. King·Casey also conducted interviews among university management to understand their vision and business objectives for the new brand concept. Utilizing these learnings and insights, King·Casey’s strategy team created a brand concept definition, positioning and strategy. The team focused on “Fast, Fresh, Global” to develop a convenient restaurant experience, celebrating freshly prepared food from around the world in a welcoming environment.
Every aspect of the new Fusion Market design signals flavorful excitement to attract students, faculty and guests eager for a new and enhanced dining experience. The new Fusion Market clearly communicates the intended brand positioning and story. Overall, the 3-D branded environment pays homage to Fusion Market’s origin, while offering everything needed for optimized operations and delighted customers.
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