Top 3 College & University Food Service Insights in 2025
Read our top 3 insights for college & university food service leaders.
When students are taking first steps towards independence, college and university food service operators take on a role as educators. After all, they help determine what students eat and understand about their nutrition.
One study found 2/3 of Gen Z respondents order out at least once a week.1 This freedom presents a challenge for C&U operators who seek to satisfy wants and needs with the same meals available on campus.
To learn more, we partnered with IFMA The Food Away from Home Association to conduct focus groups with its C&U Foodservice Leadership Council — a group of segment leaders2 — and did our homework to understand their unique challenges and opportunities. Here are our top 3 insights into college and university food service in 2025.
1. Personalization Is an Outlet to Overcome Stressors
Today’s college students face a unique mix of stressors. Inflation put rapid and significant pressure on student budgets, and political tensions remain high, domestically and abroad.
College food can serve as an outlet for students who want control over their diet, health, and even mental wellbeing. This aligns with a larger shift in consumer attitudes towards “treats.” 64% of consumers prefer to splurge on small treats more frequently, rather than larger luxuries less frequently.3 Students seek more experiential and personalized university dining, but that’s also convenient for them.
College and university food service operators can get creative with self-serve and “build your own” options. Importantly, manufacturers can support this, designing student-facing food preparation concepts (such as with choosing sauces) or leveraging branded food and beverage stations that students are already excited to order. Of course, this personalization is more likely to succeed with student feedback surveys!
2. Less Labor-Intensive Doesn’t Mean Less Appealing
Across food service, labor continues to be an issue. Datassential reported that over half of operators (55%) were struggling with “Labor Costs” in November 2024.4
Students want new foods and new ways to eat, as operators look for ways to meet that demand. At the same time, college and university food service operators are weighing simpler, less labor-intensive solutions.
Solutions that provide novelty, flexibility, and low labor requirements are valuable across formats and locations. On the front end, Grab & Go micromarkets can help satisfy students on-the-go. On the back end, automation, new equipment, and anything that supports speed-scratch preparation can mean less labor without sacrificing quality.
3. A Growing Taste for Global Flavors in College & University Food & Beverage
There were 6.6% more international students in 2024 than the year before.5 This seems to align with younger generations skewing towards a more diverse palette with their college foods. One study found 51% of Gen Z agreed with the statement “I’m more interested in trying new flavors than I was a year ago.”6
For younger generations, global flavors can be more common — and expected — than in years past. This presents a challenge for C&U operators whose university dining menus need to serve adventurous and picky eaters alike.
Authenticity and communication go a long way. Clarifying the sourcing and story behind the ingredients (and allergens) can help drive student interest and trial of new dishes and cuisines. And manufacturers can help operators communicate relevant and meaningful ingredient stories.
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Sources: 1. Technomic 2024 Generational Differences Consumer Trend Report; 2. IFMA The Food Away from Home Association and College & University Foodservice Council focus groups (2024); 3. Datassential 2025 Trends (December 2024); 4. Datassential Table Stakes Tracker (December 2024); 5. Open Doors 2024 Report on International Educational Exchange; 6. Technomic Consumer Food Trends (February 2024)
