Balancing Quality and Price
As coffee remains a cornerstone of student life, university and college caterers are grappling with the challenge of delivering high-quality drinks at student-friendly prices amidst rising costs and changing behaviours.
At a recent industry roundtable, key figures acknowledged a notable shift. “Fifteen years ago, the demand for premium brands like Starbucks seemed immune to price,” said Michael Lynes. “Now, students are making tougher spending choices.”
Jane Wakeling highlighted the pressure: students still seek quality, but affordability is increasingly crucial. Meanwhile, the rise of competitive high street offerings, like Greggs and McDonald’s, is reshaping expectations. “Value-priced coffee no longer means poor quality,” added Zoe Somolu.
Mark Lawrence described a tiered approach at the University of Sussex, offering both recognisable brands and local options, with value counters selling £2 meals alongside more premium products. Self-serve machines are also gaining traction as a cost-effective solution offering surprising quality.
Changing student lifestyles are compounding the challenge. “Students are less present on campus,” noted Clare Foakes. With hybrid learning and altered timetables, the ‘grab-and-go’ model has become dominant. Smaller sizes are replacing venti [20 fl oz] drinks, partly for cost, partly for health.
Meanwhile, values like sustainability and social impact are playing a greater role in purchasing decisions. Initiatives like Change Please and local ethical roasters are helping brands stand out.
In summary, success lies in offering variety, value, and ethical appeal while adjusting to the realities of lower footfall, diverse demographics, and the ever-tightening student budget.
Balancing Taste and Quality
With 40% of students reporting dissatisfaction with taste, yet only 20% of caterers prioritising it when selecting coffee, the panel discussion highlighted the complex challenges faced by caterers striving to balance coffee quality with student expectations, and explored this apparent disconnect.
Training emerged as a critical factor. Julian Weresch noted that even premium beans fall short without skilled preparation. Post-Covid, many institutions are now reinvesting in training programmes covering everything from milk frothing to machine maintenance—whether barista-operated or self-serve.
Casual staffing complicates matters, particularly in colleges where turnover is high. Mark Lawrence and Zoe Somolu discussed the risks this poses to consistency. Unlike high street chains, university caterers face difficulties replicating complex drinks like ‘unicorn frappuccinos’, especially with temporary staff. Yet, as Essie Locke noted, students often expect the same options they find on the high street, without understanding the operational constraints.
Consistency, therefore, is key - not just in flavour but in the entire experience. Students expect the same quality on campus as they do off, and when this isn’t met, it can impact loyalty. This challenge is intensified by changing milk preferences and heightened demand for innovation, which must be balanced with what staff can realistically deliver.
It seems catering teams must navigate shifting consumer expectations, limited resources, and the need for constant upskilling. As demographics and preferences vary between colleges and universities, so too must the coffee strategy—anchored in quality, simplicity, and consistency.
Keeping the Coffee Offer Fresh
University and college coffee outlets face a unique challenge in delivering a dynamic, high street-style offer within the constraints of staffing, training, and operational models. Students crave novelty, but don’t always purchase it, said Zoe Somolu of Starbucks. Visibility of seasonal or innovative items creates a sense of excitement, even if customers stick to their usual order. Creativity with existing ingredients and making unlisted drinks on request can deliver this feel - if staff are well-trained.
Staff knowledge remains critical. High turnover and reliance on student employees make consistent training difficult. Operators like Compass and Nestlé employ team leads and brand ambassadors to maintain standards, supported increasingly by flexible digital training tools developed during the pandemic.
Reducing waste and simplifying logistics also shapes the menu. Starbucks’ once vast seasonal range is now leaner, favouring cold drinks, which continue to grow in popularity.
Sampling remains a powerful way to introduce new products, though it must be balanced with service demands. Creating an authentic brand experience is also vital. From cup-marking to staff interaction, delivering a genuine ‘Starbucks moment’ helps maintain loyalty.
Digital ordering, while offering personalisation and upsell opportunities, can undermine the in-store experience if not thoughtfully integrated. Ultimately, keeping the offer fresh isn’t just about what’s on the menu—it’s about how it’s served, by whom, and how well the brand story is brought to life on campus.
Sustainability and Student Behaviour
While sustainability is high on students’ priority lists - at least in surveys - university and college caterers are finding that behaviour rarely aligns with stated values. This was a key takeaway from the roundtable when it turned its focus on the how best and most effectively to embed sustainable practices in campus coffee services.
David Foad highlighted the disconnect between students’ claims to care about sustainability and the limited number of catering teams clearly showcasing their environmental credentials. Participants agreed that many students give ‘socially acceptable’ answers, but baulk at paying more for organic or sustainably sourced options.
Schemes promoting reusable cups and compostable packaging were explored. At the University of York, clear messaging and multiple collection points failed to change habits. “It costs me more or it’s a hassle,” summarised Michael Lynes.
Essie Locke added that even when single-use cups were banned and a free reusable hire scheme launched, student footfall dropped significantly. Despite these hurdles, many operators are persevering. Loyalty schemes, cup levies, and deposit return systems are being trialled.
Some universities charge extra for disposable cups, encouraging a shift in behaviour. However, as Mark Lawrence noted, “students expect us to do the work” - placing the burden of responsibility on providers.
The panel felt that while cost and convenience are persistent obstacles, the sector must continue innovating and communicating efforts more boldly. “We’ve got the credentials,” said Lawrence, “maybe we just need to shout louder about them.”
Branded Coffee
With 97% of students expecting branded drinks in meal deals, leveraging well-known coffee brands is a key strategy for university and college caterers. But it’s not just about putting Starbucks or Costa on the menu - flexibility and value are equally crucial.
Zoe Somolu noted that while big brands like Starbucks offer strong retail appeal, they lack regional or cultural variation. Partnering these drinks with a tailored food offer - such as halal or vegan options - allows caterers to reflect the campus demographic more authentically.
This blend of brand recognition and local adaptation is seen as a winning formula. Julian Weresch highlighted the importance of location. High-footfall areas may justify a full franchise, but in other spaces, own-brand concepts mimicking high street deals work just as well.
Matching price points and creating familiar ‘toastie and coffee’ bundles can deliver perceived value without the franchise overhead.
Clare Foakes echoed this, stressing the growing importance of bundles and student perception of value. Today’s students are often willing to pay more if they see a compelling deal - so £5–£6 can feel like a bargain if bundled well.
Michael Lynes added that timing matters: ‘day-part’ offers - like a hot drink in the morning and an iced coffee reward later - can drive repeat visits. Apps and loyalty schemes, like Costa’s freebies, are also seen as powerful marketing tools.
Everyone on the roundtable agreed on the vital role of student feedback. Regular surveys, pop-ups and face-to-face interactions help fine-tune offers that truly meet student expectations - ensuring branding meets real need, not just perceived demand.
Reviving Afternoon Sales
Afternoon coffee sales at universities and colleges drop sharply after lunch, but catering teams are exploring inventive ways to reinvigorate this slower daypart.
The roundtable participants highlighted a mix of creative thinking and practical adaptations tailored to student lifestyles.
Clare Foakes noted the shift in energy and preferences during the afternoon, pointing to a rise in demand for cold drinks and sweet treats. Pairing a light indulgence with a beverage—particularly non-caffeinated options—can entice students seeking a mid-afternoon lift.
Zoe Somolu echoed this, suggesting cold, refreshing alternatives like non-coffee frappes, refreshers, and even indulgent drinks like hot chocolate as a comforting, caffeine-free pick-me-up.
She also noted increasing interest in functional drinks, from green tea-based beverages to protein and collagen coffee, aligning with health and wellness trends. Self-serve and grab-and-go options were identified as vital for capturing ‘last sales’ of the day, especially as most campus outlets now close around 4.30pm.
Re-sealable cups and portability were noted as key to success in this space. However, protein-based offerings and health bars remain niche, often dependent on location - sports facilities perform better than general campus outlets.
A powerful takeaway was the role of freshers’ week. As students form habits early, campaigns like ‘Have It Your Way’ promotions - offering custom drinks at base prices - have proved effective in establishing long-term loyalty.
The panel stressed the need to communicate such offers more clearly and consistently. They agreed that understanding shifting demographics, seasonal student intakes, and daypart habits remain critical to keeping afternoon coffee sales brewing.