C&U Winter Trends: Driving Participation On Campus

With the holidays behind us and students back on campus for a new semester, it’s time to focus on the trends and concepts that can get students excited all over again. Indeed, this can be a unique time for your dining program, when students crave both the comforting dishes that get them through the cold winter months as well as the distinctive options that make a new year more interesting.

88% of Gen Z says they are interested in seeing more food trends on menus in 2025, while a third of this generation says they want to try more new things in the year ahead (a top two goal for them, just behind getting healthier).¹ Now is the time to have a little fun with the menu, introducing the student population to fresh, bold ideas. Here are a few ways you can drive more participation by staying on top of the latest trends for the winter months.

Stay seasonal

While the “-ber” months that are often associated with seasonal flavors like pumpkin spice and peppermint may be behind us, the winter months that kick off a new year have their own unique flavor associations. With Valentine’s Day just around the corner, options like heart-shaped desserts, red velvet cakes, and sugar cookies all index higher on winter menus.² Make sure your on-campus cafes, bakeries, and dining halls have an assortment of sweet options that students can treat themselves with or give as a gift. Can your campus offer a “fine dining” experience with tableside service for the holiday (White Castle does it every year), or what about a late-night chocolate buffet to excite students?

Fish and seafood also index higher in winter months, both for those students who practice Lent as well as those who associate fresh seafood with winter or who are looking for healthier options that meet their New Year’s resolutions. Lobster tails, fish sandwiches, pollock, and cod all trend in winter months.²

There are plenty of holidays and events in the winter months to inspire seasonal menu items. Beyond Valentine’s Day, options for Mardi Gras (gumbo, King Cake) and St. Patrick’s Day (corned beef and cabbage with potatoes) are perennial menu favorites, while the big March basketball tournament and the football bowl game are clear menu and marketing opportunities (take a cue from these tailgating ideas). But smaller, more targeted events can also engage students—think a “wake up with the groundhog” breakfast for Groundhog’s Day (or serve the same meal twice to reference the movie), or menu items inspired by the Oscars (complete with red carpet).

Check out our 2025 LTO Planning Calendar for ideas and inspiration for January and every month of 2025.

Variety is the spice of life

Current student populations are incredibly diverse, with many self-identifying as foodies and seeking a range of offerings, including global foods and flavors.³ In fact, nearly half (48%) of C&U users say they are more likely to buy unique and innovative food options on campus, while another quarter (26%) say they would even pay more for them.³

That’s reflected in the types of foods and flavors that are trending on college campuses. On the savory side, everything from Nashville hot-flavored options to chicken tikka masala are trending in the segment, while on the sweet side options like churros, oat milk, and even pancake bars are trending.³

The new year is a good time to audit your current offerings and make sure a variety of foods, flavors, dishes, cuisines, and concepts are offered. Again, a range of healthy, global, and comforting options can inspire menus based on seasonal flavor and dish trends. On the one hand, Philly cheese steaks index higher on winter menus, giving diners a hearty, filling dish for the colder months.² On the other, cilantro lime rice indexes higher on winter menus, featured in bold bowl builds and as a side dish option.² It’s clear that now is the time to offer students a little of everything.

Convenience is key

What drives C&U foodservice visitation more than any other factor? Convenience. In fact, 64% of C&U foodservice consumers say convenience drives their visitation, far higher than any other option.³ Convenience also drives their motivations for purchasing on-campus food—52% say the fact that food is already prepared motivates them to visit campus dining options. Half note that it’s more convenient to stay on campus and more than a third (36%) say it’s convenient to not have to pack food themselves.³

With convenience being so key, make sure that you’re catering to students’ needs. A wide range of grab-and-go items and prepared foods will resonate with students who are on the go. Snacking is a way of life for students, which means offering an array of snackable foods can spark an impulse purchase. Make the branding and marketing very clear: use terminology like “Snack Zone,” highlight grab-and-go options across campus, use “ready-to-eat” labels and stickers, and place these options in conspicuous and non-traditional locations so students are never far from a grab-and-go option or snack.

Put it into action: Menu Ideas

• Give students a fun, snackable comfort food option with Philly Fries, a loaded fry option featuring Simplot Conquest® Delivery+® Clear Coated Straight Cut Fries topped with Simplot RoastWorks® RTE Flame-Roasted Peppers & Onions Blend along with Philly-style meat and cheese.

• Stay on-trend and offer the variety students want with Beer Can Braised Chicken with Smoked Paprika and Cilantro-Lime Rice featuring options like Simplot Good Grains™ White Rice, Simplot RoastWorks® Flame-Roasted Corn & Jalapeño Blend, and Simplot Harvest Fresh® Avocado Pulp.

• Roasted Baby Bakers™ Halves with Tomatoes and Spinach, featuring Simplot RoastWorks® Baby Bakers™ Potato Halves with Herbs & Parmesan, is the perfect side dish to amp up the flavor of a seafood or fish dish.

• Chocolate is a must for Valentine’s Day menus. A Chocolate Shot with Raspberry Filling featuring Simplot Simple Goodness™ Raspberries, IQF Crumbles is a fun and unique way to celebrate Valentine’s Day that appeals to college students.

¹ Menu Matters’ 2025 Trends: What’s Ahead For Gen Z, 2025
² Datassential Winter Trends Report, 2024
³ Datassential College & University Segment Guide, 2024