Keeping college students’ dollars on campus

Although more than half of all college students purchase food and beverages on campus at least twice a week, their heads are increasingly being turned by the lure of fast-casual restaurants’ “cleaner” food and cooler tech, according to a new study.

Thirty-five percent of the students already purchase meals and snacks from those off-campus options that they could buy without leaving their schools’ grounds, according Technomic’s 2015 College & University Consumer Trend Report.

“As restaurants, particularly limited-service brands, continue to innovate the menu by offering natural and clean ingredients, they will gain greater attention from college students who are at an age where they are beginning to think and care about what goes into the foods and beverages they consume,” says Sara Monnette, senior director of consumer insights and innovation for the research concern.

Students are also drawn by the technological conveniences of off-campus fast-casual concepts, the report notes. At places like Chipotle and Panera Bread Company, patrons can order a meal via their smartphones. The Technomic study concludes that students now expect similar offerings from on-campus foodservice facilities.

With that in mind, the study suggests five ways C&U foodservices can fend off the competition of off-campus fast casuals:

Broaden and upgrade the menu

Thirty-eight percent of students say the main reason they go off-campus is better food and beverage variety, while 36 percent say streetside restaurants’ items are better in quality.

Be more transparent

Technomic advises college FSDs to introduce open-kitchen concepts and otherwise cater to students’ interest in seeing what goes into their meals. Nutritional and sourcing information should be provided, and customizing dishes provides a halo of freshness.

Highlight convenience

Between classes, extra-curricular activities and catching up on sleep, students’ schedules can be hectic. Fifty-five percent of students would like to see on-campus dining facilities open later, which would encourage them to purchase food more often, Technomic says. Meeting their convenience needs with extended cafeteria hours, delivery and even meals on the go will go a long way with busy students, it advises.

Utilize technology

Technology is critical to competing with off-campus foodservices; the report notes that 44 percent of students wish their campus facilities relied more on technology. Finding ways to integrate technology into your foodservice processes is key, whether by using social media to engage with students and solicit feedback, posting digital menus or allowing students to order and pay for their meals online, according to the report.

Diversify on-campus concepts

Students are increasingly interested in food from nontraditional locations, including kiosks, vending machines and food carts. Thirty-two percent of Technomic’s respondents said they’d be open to purchasing food and beverages from those sorts of outlets because of the convenience.