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College and University Foodservice - US - February 2013

“Successful university dining services of tomorrow will keep abreast of students’ opinions in terms of foods/flavors as well as the direction of their interest in issues like health and sustainability. They will engage students with the use of events and technology and use every opportunity to prove to students that their opinions matter.

Though many college and university students have a meal plan, they frequently choose to forego it in favor of going out to eat. Dining services should study the popular locales to find out what draws students to them, and then look for ways to replicate what they learn.”

– Julia M. Gallo-Torres, Foodservice Category Manager

Some questions answered in this report include:

  • What are the most prevalent items on campus dining menus?
  • How are colleges and universities using technology and social media in dining services?
  • How are colleges and universities keeping the dining experience interesting for students?
  • What ethnic or regional cuisine types do students enjoy most?
  • What factors would influence students to dine more often on campus?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Market grows steadily
                          • Figure 1: College and university foodservice sales, at current prices, 2007-12
                        • Managed services makes up about two thirds of the market
                          • Figure 2: College and university foodservice sales, by segment, 2007-13
                        • Sales are expected to reach $26.1 billion in 2017
                          • Figure 3: U.S. university foodservice sales, fan chart, 2007-17
                        • Market factors
                          • Drivers favor colleges and universities
                            • Figure 4: Actual and projected numbers for enrollment in all postsecondary degree-granting institutions, by age, fall 1995, 2009, and 2020
                          • Menu insights
                            • Vegetables are king at college
                              • Figure 5: Top five menu item dishes at universities, by incidence, first half 2012
                            • University consumers
                              • Campuses are losing to outside competition
                                • Figure 6: Number of weekly meals and snacks purchased on and off campus, October 2012
                              • Healthy and flavorful food ranks slightly behind price in importance
                                • Figure 7: Top five things students would like to see more of, October 2012
                              • Taste and price top the persuasion list
                                • Figure 8: Top five persuasion factors in more frequent campus dining, October 2012
                              • Good Chinese food may be lacking on campuses
                                • Figure 9: Top 10 ethnic cuisines ordered on and off campus, October 2012
                              • What we think
                              • Issues in the Market

                                  • What are the most prevalent items on campus dining menus?
                                    • How are colleges and universities using technology and social media in dining services?
                                      • How are colleges and universities keeping the dining experience interesting for students?
                                        • What ethnic or regional cuisine types do students enjoy most?
                                          • What factors would influence students to dine more often on campus?
                                          • Insights and Opportunities

                                            • Build out beverages
                                              • Figure 10: Non-alcoholic beverage purchase behavior, by gender and age, October 2012
                                            • Polls of engagement
                                                • Figure 11: Attitudes toward campus dining, by gender, October 2012
                                            • Trend Applications

                                                • Inspire Trend: Cool Vending
                                                  • Inspire Trend: Premiumization and Indulgence
                                                    • 2015 Trend: Access Anything, Anywhere
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Annual sales easily increase
                                                          • Sales and forecast of college and university foodservice
                                                            • Figure 12: College and university foodservice sales, at current prices, 2007-17
                                                          • Self-managed leads but gives up ground
                                                            • Sales in college and university foodservice by segment
                                                              • Figure 13: College and university foodservice sales, by segment, 2007-13
                                                            • Managed services’ increase weakens slightly, but remains strong
                                                              • Sales and forecast of managed services university dining
                                                                • Figure 14: Sales of food and beverages through college and university managed services companies, at current prices, 2007-17
                                                              • Self-managed grows in an ebb and flow pattern
                                                                • Sales and forecast of self-managed university dining
                                                                  • Figure 15: Sales of food and beverages through self-managed college/university foodservice programs, at current prices, 2007-17
                                                                • Fan chart forecast
                                                                    • Figure 16: U.S. college and university foodservice sales, fan chart, 2007-17
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Unemployment helps college enrollment
                                                                        • Figure 17: Incidence of unemployment and underemployment, Jan. 2008-Dec. 2012
                                                                        • Figure 18: Actual and projected numbers for enrollment in all postsecondary degree-granting institutions, by age, Fall 1995, 2009, and 2020
                                                                      • Food expenditures per student are on the rise
                                                                        • Figure 19: Annual food and beverage sales per student enrolled in higher education, 2007-12
                                                                      • Population shift, however, could stall college enrollment growth
                                                                        • Figure 20: Population aged 18+, by age, 2008-18
                                                                      • Millennials demonstrate the importance of higher education
                                                                        • Figure 21: Educational attainment of people aged 18+, by generation, 2011
                                                                      • Some school dining services rise to the top providing competition
                                                                          • Figure 22: Princeton Review “The Best 377 Colleges: 2013 Edition,” Top five best campus food, 2012
                                                                      • Innovations and Innovators

                                                                        • Key points
                                                                          • Engaging events
                                                                            • Sustainability matters
                                                                              • Figure 23: Restaurant choice influence factors, by age, October 2012
                                                                            • Highlighting health
                                                                              • Figure 24: Restaurant choice influence factors, by age, October 2012
                                                                              • Figure 25: Healthy menu changes made by noncommercial operators in the past couple years, 2012
                                                                            • Food truck solutions
                                                                              • Figure 26: Attitudes toward campus dining, by gender, October 2012
                                                                          • Brand Analysis

                                                                            • Overview
                                                                              • Boston University
                                                                                • Stanford University
                                                                                  • University of Pennsylvania
                                                                                    • Vanderbilt University
                                                                                      • Managed services companies
                                                                                        • Sodexo
                                                                                          • What’s new
                                                                                            • Aramark
                                                                                              • What’s new
                                                                                                • Chartwells Higher Education Dining Services
                                                                                                  • What’s new
                                                                                                  • Marketing Strategies

                                                                                                    • Overview
                                                                                                      • Engaging technology
                                                                                                        • Figure 27: Restaurant choice influence factors, by age, October 2012
                                                                                                      • Social media
                                                                                                      • Menu Insights Analysis—Top Five Menu Items

                                                                                                        • Key points
                                                                                                          • Vegetables on top
                                                                                                            • Chicken is most popular protein
                                                                                                              • Rice and potatoes provide home comfort
                                                                                                                • Burgers have to stand out
                                                                                                                  • Figure 28: Top five menu item dishes at universities, by incidence, First half 2012
                                                                                                              • Campus Dining Usage

                                                                                                                • Key points
                                                                                                                  • Snacks and beverages present the best growth opportunity
                                                                                                                    • Figure 29: Campus dining usage, by gender, October 2012
                                                                                                                  • Snacks could be a target area for older students
                                                                                                                    • Figure 30: Campus dining usage, by age, October 2012
                                                                                                                    • Figure 31: Campus dining usage, by race/Hispanic origin, October 2012
                                                                                                                  • Part-time workers could be coaxed to eat more meals on campus
                                                                                                                    • Figure 32: Campus dining usage, by employment, October 2012
                                                                                                                • Campus Dining Frequency

                                                                                                                  • Key points
                                                                                                                    • Students purchase a lot of meals and snacks off campus
                                                                                                                      • Figure 33: Campus dining frequency, October 2012
                                                                                                                    • Men and women purchase more meals off campus
                                                                                                                      • Figure 34: Campus dining frequency, by gender, October 2012
                                                                                                                    • The number of meals eaten decreases with age
                                                                                                                      • Figure 35: Campus dining frequency, by age, October 2012
                                                                                                                    • Full-time workers purchase the least meals and the most snacks
                                                                                                                      • Figure 36: Campus dining frequency, by employment, October 2012
                                                                                                                  • Campus Dining Attitudes

                                                                                                                    • Key points
                                                                                                                      • Students are bored with campus food choices
                                                                                                                        • Figure 37: Attitudes toward campus dining, October 2012
                                                                                                                      • Women make meals of snacks
                                                                                                                        • Figure 38: Attitudes toward campus dining, by gender, October 2012
                                                                                                                      • Older students interested in better quality
                                                                                                                        • Figure 39: Attitudes toward campus dining, by age, October 2012
                                                                                                                    • Items Students Would Like to See More of

                                                                                                                      • Key points
                                                                                                                        • Healthful food especially matters to women
                                                                                                                            • Figure 40: Items students would like to see more of, by gender, October 2012
                                                                                                                          • Young students focus on flavor
                                                                                                                            • Figure 41: Items students would like to see more of, by age, October 2012
                                                                                                                        • Campus Dining Persuasion Factors

                                                                                                                          • Key points
                                                                                                                            • Flavor and price offers are the biggest persuasion factors
                                                                                                                              • Figure 42: Persuasion factors in more frequent campus dining, by gender, October 2012
                                                                                                                            • Better taste may be a partnership away
                                                                                                                              • Figure 43: Persuasion factors in more frequent campus dining, by age, October 2012
                                                                                                                          • Ethnic Cuisine Interest

                                                                                                                            • Key points
                                                                                                                              • Chinese is the leading cuisine purchased off campus
                                                                                                                                  • Figure 44: Ethnic cuisines frequently ordered, October 2012
                                                                                                                                • Women are more approving of most ethnic cuisines, especially Italian
                                                                                                                                  • Figure 45: Ethnic cuisines frequently ordered, by gender, October 2012
                                                                                                                                • Those aged 21-24 like to experience ethnic flavors
                                                                                                                                  • Figure 46: Ethnic cuisines frequently ordered, by age, October 2012
                                                                                                                                • Latin American cuisine should be explored more on campus
                                                                                                                                  • Figure 47: Ethnic cuisines frequently ordered, by race/Hispanic origin, October 2012
                                                                                                                              • Cluster Analysis

                                                                                                                                  • Stable Snackers
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunity
                                                                                                                                          • Picky Discontenteds
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Hungry Nows
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Skinny Scrimpers
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                    • Figure 48: Target clusters, October 2012
                                                                                                                                                                    • Figure 49: Campus dining usage, by target clusters, October 2012
                                                                                                                                                                    • Figure 50: Campus dining frequency, by target clusters, October 2012
                                                                                                                                                                    • Figure 51: Items students would like to see more of, by target clusters, October 2012
                                                                                                                                                                    • Figure 52: Persuasion factors in more frequent campus dining, by target clusters, October 2012
                                                                                                                                                                    • Figure 53: Ethnic cuisines frequently ordered, by target clusters, October 2012
                                                                                                                                                                    • Figure 54: Attitudes toward campus dining, by target clusters, October 2012
                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                    • Figure 55: Target clusters, by demographic, October 2012
                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                  • Custom Consumer Groups—Regions

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Northeastern students tend to take part in the meal plan
                                                                                                                                                                        • Figure 56: Campus dining usage, by region, October 2012
                                                                                                                                                                      • Midwestern students are the most bored with campus food choices
                                                                                                                                                                          • Figure 57: Attitudes toward campus dining, by region, October 2012
                                                                                                                                                                        • Students from the West enjoy many ethnic cuisines
                                                                                                                                                                            • Figure 58: Items students would like to see more of, by region, October 2012
                                                                                                                                                                          • Snacks could keep Northeasterners on campus more
                                                                                                                                                                              • Figure 59: Persuasion factors in more frequent campus dining, by region, October 2012
                                                                                                                                                                            • Ethnic cuisines don’t mean as much to Northeastern students
                                                                                                                                                                                • Figure 60: Ethnic cuisines frequently ordered, by region, October 2012
                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                • Figure 61: Campus dining frequency, by employment, October 2012
                                                                                                                                                                                • Figure 62: Persuasion factors in more frequent campus dining, by employment, October 2012
                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • ARAMARK Corporation
                                                                                                                                                                              • Bon appetit Group
                                                                                                                                                                              • Burger King Corporation
                                                                                                                                                                              • Chartwell
                                                                                                                                                                              • Compass Group North America
                                                                                                                                                                              • Domino's Pizza LLB
                                                                                                                                                                              • Jamba Juice Company
                                                                                                                                                                              • National Restaurant Association (NRA)
                                                                                                                                                                              • Papa John's International, Inc.
                                                                                                                                                                              • Pinkberry
                                                                                                                                                                              • Qdoba Restaurant Corporation
                                                                                                                                                                              • Sodexo
                                                                                                                                                                              • Starbucks Corporation
                                                                                                                                                                              • Subway
                                                                                                                                                                              • The Wendy's Company

                                                                                                                                                                              College and University Foodservice - US - February 2013

                                                                                                                                                                              £3,199.84 (Excl.Tax)