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College kids still love fast food, but they're pickier than ever

Today's coeds have high expectations for even the fastest food that they order.

August 25, 2016 by S.A. Whitehead — Food Editor, Net World Media Group

Put on your best old codger face and complete the following sentence, "Kids today are ... ."

The correct phrase would be "kind of picky," according to a study conducted this summer by marketing insights agency Fluent. After interviewing 1,000 college-aged consumers, the firm found that, unlike their junk food-loving forebears, today's coeds have high expectations for even the fastest food they order. The respondents, apparently, were raised on a pretty nice assortment of high-quality foods from a variety of cultures and  expect the same out in the big wide world, even at a typical fast food drive-thru.

They also expect this fine, fast food to be priced economically, Fluent found. They expect deals.They expect fresh. And, as the up-and-coming dining public, they expect to be catered to, which is exactly what wise quick-service operators are doing.

"The next wave of consumers starts with a higher set of expectations for engagement than past generations [for] food that is tasty yet affordable, made with quality ingredients and a social environment," Fluent Executive Vice President Michael Carey said in a press release about the study. "In changing strategies over the past few years, QSRs set a new bar for themselves. Even a quick meal is an opportunity to relax, gather, engage or find quiet time and enjoy. 'QSR' is a far more accurate label for what this demographic is looking for than 'fast food'."

One thing remains the same: College kids are still broke

With average college tuition and living expenses running between $20,000 and $43,000 for a 4-year ride, students paying part or all of their own way are strapped for cash. And, being college kids, they're also ... well ... preoccupied, so they eat out a lot.

Although most students in the study said they eat the majority (65 percent) of their meals on campus, they also go out to grab a bite several times a week — in fact, often enough that eating out is not an activity they consider to be "special" or a splurge.

The study found that:

• Nearly half (48 percent) spend $5 to $10 for a meal out, but another 45 percent would spend more than that;
• Most (52 percent) eat out two to three times weekly, though 12 percent said they eat out every day;
• However often they eat out, having a place to socialize is even more important than having something to eat;
• Next on their priority list is to try something new and different or to "kill a craving"
• Very few of the survey respondents said they went out just to get away and be alone awhile.

The Fluent researchers refused to call their subjects "fussy" eaters but said these young adults would stand their ground on three big issues:

1. Taste.
2. price
3. And quality.

Of the three, taste and price were "most important" in determining where to eat. Beyond these considerations, respondents based their eating out choices on:

• The value of the restaurant's promotional offers.
• Ease of ordering.
• Portion sizes.
• Location.
• Overall healthfulness of the menu
• And speed of delivery.

Respondents also wanted variety. More than three-quarters (77 percent) said that they tried new foods monthly and more than half (59 percent) said they would order something new if it were on special.

Students are more likely to try new menu items than new restaurants, apparently. Survey respondents said the comfort and familiarity of a restaurant was very important — nearly half said they wouldn't eat at a place they didn't know well.

About S.A. Whitehead

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Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.