Behind the Beans: Coffee on Campus
Discover how UK students engage with coffee on campus—and what drives their purchasing decisions
Coffee is more than just a beverage for UK students—it’s a daily ritual, a social connector, and a reflection of their values. Our latest insight report, Behind the Beans: Coffee on Campus, explores the evolving coffee culture across UK colleges and universities, revealing what students expect from campus coffee outlets and how operators can meet those expectations.
Conducted by 3Gem for Nestlé Professional® in Spring 2025, the research surveyed 1,000 UK students and 192 campus caterers, uncovering key trends that are shaping the future of coffee on campus.
Coffee Is a Campus Essential
An overwhelming 94% of students regularly buy coffee on campus, with mornings being the most popular time—49% purchase coffee early morning, and 52% mid-morning. Coffee is a staple for students navigating busy schedules, and its availability on campus plays a vital role in their daily routines. However, rising prices are influencing behaviour.
Quality vs. Value: Striking the Right Balance
While price is a concern, students are not willing to compromise on quality. In fact, 58% are willing to pay more for higher-quality coffee, compared to 39% who prioritise affordability. Among college students, 61% rank quality among their top three considerations, versus 54% who prioritise price.
Innovation Keeps Students Engaged
Students crave variety and innovation. 96% say a varied menu is important, and 54% enjoy trying new drinks, with 32% having tried a new coffee option in the past month. Only 10% stick to their usual order.
Campus caterers agree—68% say menu variation is influential in attracting students. Refreshing the menu seasonally and offering indulgent or alternative beverages can boost engagement and sales.
The Power of Big Brands
Brand recognition plays a huge role in student preferences. 97% of students say branded coffee influences their decision to choose a meal deal.
Affordable favourites like NESCAFÉ® (28%) are also gaining traction among budget-conscious students. However, there’s a disconnect between student preferences and what’s offered on campus.
To maximise satisfaction and sales, caterers should:
Practical Strategies for Campus Caterers
Based on the report’s findings, here are actionable strategies for operators:
Launch value-driven offersLoyalty cards, bring-your-own-cup discounts, and happy hour deals can attract price-sensitive students. | Highlight brand storiesUse sustainability and ethical sourcing narratives to justify pricing and build trust. | Refresh menus regularlySeasonal drinks and trending flavours keep students engaged. |
Promote sustainability clearlyTransparency is key to winning eco-conscious students. | Offer mobile orderingConvenience matters; apps and pre-order options reduce friction. | Expand accessibilityMore kiosks in high-traffic areas reduce wait times and increase sales. |
Students are passionate about coffee—but they’re also savvy. They want quality, sustainability, variety, and value. Behind the Beans: Coffee on Campus offers a roadmap for caterers to meet these expectations and create coffee experiences that drive satisfaction and loyalty.