The U.S. Space & Rocket Center in Huntsville, Alabama, was the host site for this years food and beverage case study. They serve as the Official NASA Visitor Center for Marshall Space Flight Center and are an affiliate of the Smithsonian Institution. Visitors come from around the globe to be educated and enjoy all that space has to offer. Industry veterans Ken Whiting and Lenny Freund reviewed current food and beverage operations and then made recommendations for improvement. Areas covered included: pricing, brands, menu selection and layout, signage and new revenue opportunities. Learn what the team at the U.S. Space & Rocket Museum implemented, and the results that followed. No theory here... just the facts about top and bottom line improvements, and the strategies that were used.