Union South, University of Wisconsin, Madison

By creating distinctive concepts, the UW Union South has become a campus destination.

The menu focuses on sandwiches and appetizers. The menu features items such as the Arboretum (a veggie burger with pepper jack cheese and guacamole served on a Kaiser roll), a chili dog and garlic fries. But the location is most known for its fresh handmade burgers.

“We found out after the first year that out of 69,000 sandwiches that we had sold, 42,000 were burgers so we were like, ‘OK I guess we’re a burger joint.’” Korz says. “That shows what I call the brand evolution, where we were like ‘this is what we think we are, this is what the customer is telling us we are, so now how do we take that concept and go even further? The cost of the meal went up about $1 but the satisfaction rates went way up. We decided not to worry about what the customer was going to say about if it was too expensive, etc. We decided to go for great and it has paid off.”


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Ideas and Innovation
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FSD Resources