News: In the Know/In Box -- October 2007
Savvy StudentsMuch research has explored the dining preferences of Baby Boomers and the follow-up generations, and all along the way, there has been a discernible trend toward eating in restaurants and even a move toward finer dining. For younger consumers, this has had a notable impact upon their expectations and demands—even regarding their school dining options.
The NPD Group notes that foodservice establishments on college campuses “have their work cut out for them” when meeting the desires of young consumers with sophisticated and discerning tastes. These restaurant-savvy students have high expectations and, while they are satisfied with their overall campus cafeteria experiences, it is not overwhelmingly so. In fact, NPD Group notes, “There is a huge opportunity for on-campus dining services to improve their customer satisfaction.”
“Restaurants are really shaping teens’ expectations on what should be available to them when they are at school,” explains Kyle Olund, NPD Group product manager. “Campus foodservice providers have to cater to their expectations.”
At quick-service restaurants, teens’ overall satisfaction grew one percentage point from 2002. They are even less satisfied with school and college cafeterias. On-campus options finish well below commercial restaurants in overall satisfaction. Full-service restaurants scored highest. As Olund predicts, “Those are not numbers to ignore. It is going to be even more challenging for campus dining services to obtain levels of satisfaction with their consumer base.”
For more information, contact Caryn Portnoy with The NPD Group, email@example.com or 516-625-2443.