When you operate a restaurant in a university town, learning how to market to college students is critical. Students have a unique set of concerns, perspectives, and preferences — and they often respond differently to marketing tactics than other consumer groups.

Ready to dive into higher education marketing? It’s important to understand college student priorities, learn how to use social media to market your brand to young adults, and find out how Grubhub can help you accomplish your off-premises dining goals. 

Why market to college students?

Marketing is a core activity for any restaurant; expanding your efforts to target an audience of college students often requires an additional outlay of time and money. That investment can be highly beneficial for a few key reasons:

• Large and captive audience. College students spend much of their day contained in a university setting. That means on-campus print and digital marketing can get your brand in front of a large group of people on a regular basis. This repeat exposure boosts brand awareness and familiarity, which can work in your favor when students are choosing where to eat.
• High social media engagement. Students spend up to 2 hours on social media every day. If you’re posting regularly, using the right hashtags, and taking out targeted ads, it’s possible to connect with them across a range of platforms and build a strong relationship.
• Tend to be loyal to specific places. When a Gen Z consumer finds a company they like, 2 out of 3 will remain brand loyal for a long period of time. Securing that loyalty can result in repeat business for 4 or more years.
• Proximity and convenience. If your restaurant is located close to campus, you have an automatic advantage — students can easily order delivery or stop by on their way to or from class. For this busy group, it’s hard to overestimate the value of convenience; you can take it a step further by offering online ordering in addition to in-person service.
• Event opportunities. Universities host a regular lineup of events each year, including Greek formals, big football games, and graduation. Each celebration is an opportunity for targeted marketing that leverages the excitement surrounding these events and boosts business. Don’t forget about prospective students and their families; college marketing strategies that focus on high school campus tours and orientation days can lead to a big boost in revenue. Plus, they’re a great opportunity to turn potential students into loyal customers.
• Budget-friendly options. The most effective college marketing campaigns — namely, online ads and printed flyers on campus bulletin boards — tend to be affordable. 
• Word-of-mouth advertising. College students often have large social networks that extend across their classes, student organizations, dorms, and interest groups. If they have a great experience at your restaurant, they’ll often promote it organically to these friends and acquaintances.
• Diverse opinions and audiences. Universities are a haven for diversity, attracting students, faculty, and staff from a wide range of backgrounds. That’s great news for your restaurant — there’s an audience for every type of food and service.
• Valuable trend feedback. Students are at the forefront of trends, particularly when it comes to social media and current issues. Their feedback can help you refine your marketing strategy and restaurant offerings to align with current preferences, making it easier to develop captivating menus and meaningful messages.

How to market to college students: Tips and best practices

To create marketing campaigns that resonate with college students, you must understand what’s important to them. That way, you can position your restaurant in a way that works with their schedules and appeals to their convictions and core beliefs.

Today’s students are a part of Generation Z, a demographic that prioritizes sustainability, inclusivity, and technology. And because they’re college students, they’re also interested in convenience and affordability.

As you’re developing a college marketing strategy for your restaurant, keep these tips in mind:

• Understand college student behavior. Students’ preferences and behaviors are always evolving. Keep up with the latest trends, issues, and interests by reading university publications, following research organizations, and monitoring social media. The more you know, the easier it is to release timely, relevant marketing materials. 
• Focus on sustainability. Showcase your restaurant’s environmentally friendly practices — 49% of Gen Z consumers prioritize sustainability when making purchasing decisions.
• Be genuine. Today’s college students have grown up with social media influencers; they can spot an inauthentic ad immediately, and 88% distrust brands’ environmental, social, and governance (ESG) claims. Being genuine and honest and highlighting the human element of your business is an effective way to reach these digitally literate consumers.
• Use social media. Research shows that 39% of Gen Z consumers are influenced by social media when it comes to making purchasing decisions. Make sure your restaurant is budgeting for social media marketing and maintaining a dynamic, active presence on platforms including TikTok, Instagram, and Facebook.
• Make ordering easy. Today’s college students are busy — and accustomed to convenience. The easier it is to order food from your restaurant, the more likely they are to buy. Listing your business on a familiar, trusted platform such as Grubhub can help encourage more orders.
• Highlight delivery. When students are studying and running to classes, they don’t always have time to stop into a restaurant for dinner. Make sure your physical and digital marketing materials showcase delivery options; it’s a surefire way to catch the attention of busy customers.
• Invest in ads. College students are always online; get your brand in front of them by taking out ads on Google and social media.
• Send regular emails. Universities often communicate important information by email, which means students open their inboxes regularly. Capitalize on this behavior by sending regular marketing emails; offer deals or specials to boost open rates. Keep in mind that 53% of Gen Z consumers prefer to get emails about once per week.

Social media marketing for college students

When you’re trying to reach college students, social media platforms are the most valuable digital marketing tools for your brand. Use these tips to create a successful social media restaurant marketing strategy that appeals to a higher education audience:

• Use the right platform. Use your resources efficiently by focusing on platforms that are popular with college students. TikTok and Instagram are critical; 40% of young consumers use these platforms as search engines. Facebook is less important — just 32% of teenagers report being active on the platform.
• Interact with student users. Do away with platitudes and generic statements; instead, engage with students in a genuine and authentic way. You can comment on their posts, repost their photos from your restaurant, and respond constructively to negative comments.
• Share your values. Students are always on the lookout for brands that align with their values. Don’t hold back from posting about your restaurant’s views on sustainability, inclusivity, diversity, and social responsibility. Focus on policies and actions to show you’re committed to making a difference
• Do student giveaways. Many college students live on tight budgets. Appeal to their frugal sensibilities with giveaways — gift certificates and free food can bring a high volume of new people to your social media profiles.
• Recruit student ambassadors. Keep an eye out for students who come into your restaurant regularly. Then, turn them into student ambassadors. You could give them a special discount for every person they refer, for example, or pay them to post about your business on social media. 

Major in food delivery using Grubhub

Did you know over 270 colleges and universities across the country partner with Grubhub? Grubhub Campus connects students with on-campus dining options, giving them a more convenient way to order from their favorite spots. We even offer free Grubhub+ to students who attend these partnered universities.

Here at Grubhub, we’re dedicated to helping restaurants reach more students. If your business is located in or near a partnered university, signing up for Grubhub can give you instant access to students who order takeout and delivery on a regular basis.

Getting your restaurant on college students’ radar can boost business throughout the school year. When you’re marketing a brand to busy college students, a great delivery system is a must — student audiences are all about convenience.

That’s where Grubhub comes in; we help you get food to students as quickly as possible. Students can order in minutes and schedule a delivery for any location. And because our delivery drivers are quick and efficient, they’re the perfect way to transport food for late-night student study sessions, after-class munchies, or delicious meals away from the campus dining hall.

Ready to boost your college campus business? Partner with Grubhub today.