It is nearly 11 p.m. and Samantha Kelly is far from calling it a day. A freshman at Temple University in Philadelphia, Kelly closes her books, grabs her bag, and meets up with friends at the student center, where a Burger King is open until midnight.
“We plan it all the time,” Kelly says. “We stay an hour, if we have that much time. We eat and then stay up working until 4 a.m.” The late hours are not unusual on her campus. “Everyone is always up,” she says of her bustling residence hall. “You can’t even sleep, it’s so busy.”
Students like Kelly are driving the trend toward late-night dining on campuses. Seeing the potential for a “fourth meal,” many colleges and universities are creating distinctive offerings. Some schools offer late-night venues that are part of residence dining. Others are leveraging relationships with brand names to meet the demand. And some do both.
Regardless of whether or not a quick-service restaurant is considering partnering with a school, the trend can provide some useful information for eateries looking to attract the 18–22 demographic in this daypart.
“There are so many aspects to it,” says Bob Griffin, marketing director of Sodexho at Binghamton University in Binghamton, New York. “[The food] students are looking for late night is an interesting topic to begin with.”
Feeding the Demand
When Kelly entered Temple University she did not hesitate to select the fourth-meal option, which became part of her dining-hall package. “I figured I’d be up late,” she says. The service is offered Sunday through Friday, from 8 p.m. to midnight, at all three dining halls.
Kelly made a wise choice. She lives on Tyler campus, which is a 40-minute shuttle ride from the main downtown campus. “A lot of times you don’t get to eat during the day,” she says of her busy commute.
Without the meal plan, she’d have to visit off-campus restaurants for meals. Not only is that inconvenient for the students, but it’s also dollars lost to the school. “Either students go off campus and stay off campus or they stay on, and obviously, we’d rather have them stay on,” says Linda Nardella, director of dining for College of Holy Cross in Worcester, Massachusetts.
That’s the case at schools like Binghamton, located in an area experiencing a growth spurt. A local major roadway, lined with retail, is a shopping and dining Mecca. To combat the competition, the university offers a major advantage for students who stay on campus: They don’t need cash or a credit card to make a transaction.
Students can make purchases at the school’s four Nite Owl Cafés with a student card that automatically deducts transaction amounts from the card’s balance, just like a debit card. And students can add money to the account as often as they want.
The payment system is common on most campuses, and Kelly appreciates the convenience, especially late at night. “It’s nice not to have to carry cash back and forth.”
Late-night options are not just for students living on campus. Foodcourts are logical hangouts for commuter students, who constitute about 65 percent of the student population at the University of California–San Diego in La Jolla. The school is expanding the student center and doubling the number of food-court restaurants to 16. Many will have late-night hours.
“We want to attract commuters to stay here longer,” says Paul Terzino, director of the Price Student Center.