Trend Watch: Campus Convenience Is Having a Moment

A female student, wearing a backpack, smiles while browsing the refrigerated section of a convenience store.

If you’ve gone on a road trip lately, chances are you visited a bonus attraction: a convenience store. Buc-ee’s. Wawa. Sheetz. (To name a few.) No matter where you are in the country, these stores are more than just pit stops. A quick peek on social media will reveal they’ve inspired devoted fans who rave about everything from perfectly brewed coffee to quirky mascots to spotless floors. Take Wawa for example. Enthusiasts swear by its legendary hoagies. And Sheetz loyalists? They can’t get enough of the made-to-order meals and extended hours. Meanwhile, Buc-ee’s devotees are busy celebrating the massive locations and food showmanship — fresh brisket on the board, anyone?

But let’s not forget the five and dimes, the bodegas, and that store just around the corner from where you live. They might not have the social media swagger (yet!) of the big names, but they are just as essential to their communities. These neighborhood staples aren’t just places to grab a sandwich or a drink — they’re lifelines. They offer a friendly face. Those quick essentials. That sense of belonging.

From big chains to local favorites, convenience stores are more than just snack run destinations…they’re a vital part of the area’s cultural fabric, fostering a dynamic community wherever they are. And nowhere are these local cornerstones more essential than on college campuses. 

What Campus Convenience Means to Gen Z

As the world of campus convenience steps up its game both on- and off-campus, today’s students are taking notice. Consequently, they expect so much more from a campus convenience store than previous generations.1 To understand exactly what Gen Z values in an on-campus market, our expert insights team dove headfirst into rigorous research, and the results were surprising.

Here’s what real students are looking for when they shop on campus: 

Fresh & Dietary-Friendly Foods

Across the U.S., students overwhelmingly lament the lack of grocery options. “I wish my campus offered more ingredients I could use to cook,” one shared.2 Some reported that they crave global ingredients for cooking authentic international food. Others stated that food allergies and other health concerns are their main reason for seeking out kitchen ingredients.

Today, 20% of Gen Zers avoid foods due to allergies or other health concerns.3 To satisfy this large portion of students, it’s important that campus convenience stores offer a wide range of dietary-friendly products.

Quick & Healthy Options

Grab and go. Heat and eat. Fruit and yogurt. From late-night bites to class snacks to post-workout fuel ups and everything in between, students are looking for a robust variety of quick ways to satisfy that hunger.4

Our research shows students are passionate about improving their health and wellness. However, the products available on campus don’t always help them achieve their goals.5 So, when we asked our student insights community, The Quad Squad, about what types of products a campus convenience store should have available daily, it wasn’t a surprise that they resoundingly answered that meaningful variety (57%) and healthy options (47%) are their top needs.6

A rendering of a micromarket showcasing a snack shelf, grab-and-go items, and a coffee and tea station.

Tech-Enabled Community

In contrast to Millennials, Gen Zers prefer brick-and-mortar stores that pair a great in-person experience with frictionless tech. Cashless payment, mobile ordering, and easy transactions are all simple tech solutions that help boost student satisfaction.7

Students’ preference for in-person shopping is consistently supported by the high value they place on belonging to an inclusive, supportive community.8 One way they engage with their communities is by shopping small, favoring local vendors and small businesses.9 

Campus Convenience Store: A Community Cornerstone

So, how does campus convenience support vibrantly inclusive communities? Through location, variety, and authentic engagement.

Take Sodexo’s new on-campus market, Food Hive, for example. With dozens of implementations from RPI in New York to Morehouse in Georgia to UIC in Chicago and Hamline University in Minneapolis, we're opening Food Hives at about 30 locations this year and aiming to open nearly 100 in the next year. One way Food Hive is boosting inclusivity on campus is by spotlighting local partners and minority- and women-owned businesses through featured products. For students, the chance to engage with small businesses is a welcome and exciting experience.10

Experience is the name of the game for Gen Z students, and it’s the way the convenience industry is leveling up both on- and off-campus. According to our research, students are looking for retail experiences that offer something for everyone, and it’s clear that markets with a community focus fulfill their urge to engage with authentic environments that are woven into the fabric of campus life.11 With community-centered products serving to boost local pride, students are encouraged to stay on campus to get the daily essentials that help them get the most out of their college journey.

A rendering of a community market featuring a shelf filled with dry goods.

Why Elevating Convenience on Campus Matters

In this era where a sense of belonging is tantamount to student success, understanding what Gen Z really needs from a convenience store on campus is more important than ever.12 Modern convenience stores make it easy for campuses to care for students’ holistic needs, enhancing their access, well-being, and satisfaction, all while providing a space for quick, meaningful connections. This human approach is fuel for a stronger campus community, when and where students need it most.

---

References:

  1. Real-Time Student Insights. Sodexo’s The Quad Squad, May 2024.
  2. Real-Time Student Insights. (May 2024.)
  3. Taste of Tomorrow — Navigating Food Through the Eyes of Gen Z and Alpha. Hartman Group Syndicated Research Study, 2023.
  4. Convenience Store Foodservice in the US. Mintel, 2024.
  5. Campus Consumer Report. Sodexo in partnership with Murphy Research, 2023.
  6. Real-Time Student Insights. Sodexo’s The Quad Squad, February 2024.
  7. “What Is Gen Z?” (2024).
  8. “What Is Gen Z?” (2024).
  9. Real-Time Student Insights. (May 2024.)
  10. Real-Time Student Insights. (May 2024.)
  11. Sodexo NorAm Convenience Research. Sodexo in partnership with Finch Brands, 2021. Beyond Prestige: Best Practices in Belonging So Students Fit and Flourish. Sodexo.