Feature: The evolution of university catering

Universities are reporting a decline in international students coming to the UK to study, following changes to student visa immigration and steep fee increases. Indeed, a Universities UK survey of 73 member universities found that on average, international student enrolments in postgraduate-taught courses starting in January 2024 were 44% lower than in January 2023. The UK as a study destination has become more difficult and therefore less attractive.

Universities are suffering a dip student numbers and in fees being paid. They need to look at how they can increase the number of UK students enrolling to help plug the gap.

The post-pandemic era of students is now graduating, and a new era will welcome a new intake. They are likely a more price-conscious demographic with less disposable income, looking for more value. Universities have to offer more to entice enrolment and ensure a full student experience – and hospitality and the catering experience very much have a role to play.

Cost conscious
Students’ monthly expenditure has risen in the last two years. The biggest increase is rent payments, which are on average £21 higher per month, followed by a rise in the cost of grocery shopping and takeaways at an increase of £17 per month each. The National Student Money Survey conducted in September 2023 showed that 82% of students worry about how to make ends meet, and 49% say this has a negative impact on their diet.

University caterers need to be increasingly mindful of costs to help students avoid struggles with food poverty. Some 64% of students surveyed by the National Student Money Survey say they skip meals to save money. We don’t believe that any student should ever go hungry, so we have implemented breakfast and lunch menus at ‘inflation-busting price points’. We offer hot and substantial meals at affordable prices, with breakfast options for £1 and lunch for £1.50. It is important that students have the fuel they need to enhance learning.

In addition to cost, university catering is subject to myriad dietary requirements and demands. University restaurants have to be agile and responsive enough to serve a wide audience with different beliefs, cultures and trends to factor in. Years ago, a vegetarian diet was the main driver for alternative lines. Now caterers need to provide vegan, low-carbon menus, as well as high-protein options and dishes to accommodate a variety of allergies.

International cuisine has also become more in demand, due to the high levels of overseas students in previous years, as well as a more travelled culture among the UK contingent. Social media has brought the world to our tables and introduced global flavours that were previously unknown.

It is imperative that university catering teams work harder to compete with high-street offers and keep students on campus. The availability of delivery services like Uber Eats, Just Eat and Deliveroo mean it’s not just about keeping them physically on-site either. Students need to be engaged with the university food offer and actively choose it over competing high-street favourites.

Personal approach
Students are still heavily influenced by online purchases, but we are seeing more of a shift in demand for more human experiences since the pandemic. Students, teachers and visitors like to speak to meal service staff, asking questions about the foods they are eating, the ingredients included, and dietary requirements and allergens. Students’ purchasing behaviour is increasingly influenced by the sourcing and sustainability credentials of the brands and retailers they choose.

As well as taking an active interest in more personal experiences, students are also willing to pay a premium for dishes delivered conveniently. Instead of taking time away from studies to visit the student restaurant, universities that offer a way for food to be delivered to student accommodation or tranquil, communal spaces can increase the value add.

Elior recently launched a delivery robot at The University of Roehampton and the feedback has been excellent. Students wanted the choice of a convenient delivery service and ease of access to campus food options, so we listened and responded. Students order food via an app to be delivered to their preferred location. The delivery robot is fully autonomous and can deliver without human interference. The built-in AI technology allows it to learn the best routes across campus and store that information for the next delivery, guaranteeing quicker delivery times.

Cashless ordering systems and grab-and-go shops also add to convenience for students and minimise queue times. This all helps the dining experience become more efficient, leaving students to focus on their studies.

A university caterer’s role is far more integrated into students’ lifestyles now. Caterers have a responsibility to engage students and support their education around health and nutrition. Caterers need to generate a feedback loop to be able to serve the foods students want to eat. Providing a platform for real-time feedback, and introducing tasting menus and focus groups with students, are good ways to interact and gauge feedback. Contract caterers have so much to learn from their audience.

We’ve run competitions at our university sites to involve our students and let them steer the menu. Our entrants at one site pitched their recipes for making jollof rice and the students became the judging panel. Our chefs learnt the winning concept and it was rolled out across our restaurants.

Cooking on live stations helps students learn about the cooking process. Street food pop ups are also a popular way to create a buzz. They encourage students to expand their palates and veer out of their food comfort zones.

The horizon and beyond
The decline in international student enrolments has posed a significant challenge for UK universities. As they navigate this new landscape, universities must focus on attracting more domestic students and enhancing the overall experience. A crucial aspect of this strategy involves rethinking campus catering services to address the financial concerns and diverse dietary needs of students.

Universities must ensure their catering services are affordable and accessible to combat food poverty among students and offer nutritious meals at reasonable prices. It is essential to cater to the varied dietary preferences and cultural backgrounds of students, promoting inclusivity and respect for diverse culinary traditions.

Engagement and education around health and nutrition should be integral to the catering services provided, fostering a supportive and enriching environment. Embracing technology can further enhance convenience and appeal. By prioritising affordability, convenience, and cultural sensitivity, university caterers can play a vital role in enhancing the student experience.

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