18-25 year olds represent 35% of delivery orders. This is the most active, connected, and socially influenced segment. But it’s also the most price-sensitive.
The student menu must be: affordable (dishes under 10 EUR), generous (portion sizes matter), and quick (preparation in less than 15 minutes). Burgers, kebabs, tacos, and bowls are the preferred formats.
Student promotions are working well: “-20% with your student card” (even if the platforms don’t verify), “Student menu at 8.90 EUR”, “2 for the price of 1 on Tuesdays”.
The presence on social networks is crucial for this segment. TikTok and Instagram are the number one discovery channels. Authentic and fun content performs better than corporate content.
University zones (campus, student residences, libraries) are your priority delivery zones. Adjust your radius to cover these priority zones.
Student word-of-mouth is powerful. A satisfied student shares on their networks and recommends to their friends. Invest in quality and consistency, and marketing will follow naturally.
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