With students headed back to campus this fall, planning for their return begins now. It’s important to consider how dining and purchasing behaviors have changed. Welcoming new ideas into your foodservice establishment can increase convenience, safety and student participation — bringing more money to your operation.
Branding brings rewards
Trust is a big factor in all foodservice operations. Creating a brand that instills confidence in food quality and consistency is a smart way to gain a following, especially with students. The first step is defining and training your employees on what kind of foodservice establishment (or brand) you are. Next, think about ways to incorporate clever marketing, appealing packaging, and excellent presentation. People eat with their eyes first; if the food or package doesn’t look appealing, it simply won’t sell. And once your customers take their first bite, they should be hooked by the quality and taste. Rolling this out successfully takes time, dedication and excellent management, but the rewards are great and long-lasting.
Choices, choices, choices
Everyone enjoys having options; a variety of restaurant types with multiple locations on campus is one way to draw in more students. For example, if the main cafeteria prepares the majority of food offered for the student meal plans, but multiple cafés or kiosks throughout campus offer other tasty foods, students have better campus choices and are more likely to stick around to eat. Flexible hours that make room for an early morning coffee and breakfast before class (or a quick 2 am post-study snack) will also increase traffic and sales.
Social consciousness is a big part of campus life, and offering plant-based, local, organic, vegan, gluten-free, and more fresh and healthy options can help accommodate students that prefer those types of foods. Also, create-your-own or made-to-order selections give students more control over their options providing increased buy-in and less food waste.
Delivery for convenience
Grubhub, DoorDash, Postmates, and all the apps that can get food to you almost anywhere in a flash are now a staple in the culture of foodservice. Unless it’s for the social aspect of eating, the days of standing in line for a sub sandwich are waning. And to stay competitive, college cafeterias and cafés need to incorporate or increase their grab-n-go and delivery services.
Think about upping the radius of where you’ll deliver — even outside of campus. Having multiple drop-off locations with food holding lockers throughout campus (or beyond campus) is also an option to increase the convenience for students and limit hiking to one location for their meals.
Partner with local establishments
College is more than education; it’s also an experience. Going off campus to meet up with friends for wings at a local bar or a latte at the downtown coffee shop is part of college life. The challenge is finding creative ways to drive some of the money spent at local establishments back to campus. One solution for higher education foodservice operations is to form relationships or partnerships with nearby establishments. Creating a mutually beneficial arrangement such as allowing a portion of a student's meal plan points to be used at participating eateries can be a win-win for everyone involved. The food places in town get some revenue, and the school gets a pre-negotiated kickback.
Working out a way to partner with local establishments is one way to bring in more business, but so is partnering with different departments at your university. Is there a culinary class or business school that could benefit from having a student-run pop-up shop or food truck? The real-world, hands-on experience of running a foodservice operation could be something that drives business and increases your presence on campus.
Perks for dining on campus
Almost all college students will jump on a free offer. Introducing perks for supporting campus establishments is a way to drive customer loyalty. Punch cards that can be redeemed for free food, menu freebies (who doesn’t like a complimentary cookie?), university gear, or vouchers to use at the bookstore are great ways to create an incentive for eating on campus.
Atmosphere matters
People want to enjoy their environment when eating a meal, and college students are no different. Incorporating spaces with a comfortable, fun and inviting vibe will make students want to spend time with friends in the university café or cafeteria rather than heading off campus. And increasing outdoor eating areas, live music, games or other events will help drive interest and increase sales.
Cared for and supported
Sending a student off to college already comes with a bittersweet mix of pride and apprehension. But in a post-pandemic year, that unnerving feeling can be heightened for both parents and students. One way universities can help calm fears is by communicating sanitation and safety protocols. Transparency is a helpful tool; try posting cleaning schedules and other information about your guidelines. Consider supplying disinfectant wipes on cafeteria tables, sanitizer throughout campus, and have options available for contactless technologies (touchless checkout, online ordering, QR code menus, etc.,). The time and resources that make families and students feel cared for and supported during this time are priceless.
An innovative operation.
College is a time in life like no other, and foodservice plays an important role in the overall student experience. As a foodservice professional, it’s important to create an innovative operation that draws in more customers by offering a brand of tasty food choices with multiple locations, convenient delivery options and an atmosphere that makes students want to stay. Cooking up tasty food takes more than just great management; it also requires the right equipment. Here’s some smart equipment ideas for your campus cafés and cafeterias.
