Samenvatting

Urban areas, particularly those surrounding universities, can present promising opportunities for small food businesses due to the high concentration of students seeking convenient and affordable lunch options. In Augsburg, Germany, Feinkost Glück, a family-run delicatessen and catering company, has focused primarily on its loyal customers so far and now aims to position itself more strongly in this environment by appealing to students at the nearby university campus.
The commissioner, Feinkost Glück, assigned the researcher to identify the factors that shape student lunchtime behaviour and to develop strategies that can translate these insights into realistic business opportunities. Therefore, the following main research question was formulated:
What factors influence the lunchtime food choices of the University of Augsburg students as a potential new customer group for Feinkost Glück?
The research design combined a quantitative survey (n = 195) with semi-structured interviews conducted with students. The analysis applied theoretical insights on consumer behaviour, using Shepherd’s food choice factors and the Stimulus–Organism–Response (S-O-R) model, to connect behavioural drivers with feasible solutions for the company. Generational differences were also considered, highlighting expectations of younger consumers.
The findings reveal that student lunchtime choices at the University of Augsburg are mainly driven by convenience. Although Feinkost Glück and other options are nearby, most prefer the canteen for its changing menu, low prices, and group-friendly seating. However, outside the canteen, generational differences emerge: younger students focus on affordability and often use social media, such as Instagram, to discover food options, while older master’s and doctoral students are willing to pay more for a tasty, filling meal and tend to rely more on reviews.
Two solutions were developed based on these insights. The first solution focuses on strengthening Feinkost Glück’s digital presence across platforms: using Instagram to reach younger students, reviews, search visibility, and updated profiles to build credibility with older students. In addition, an add-on pricing strategy keeps meals affordable for budget-conscious students while offering upgrade options for those who value taste and portion size.
The solutions were disseminated to multiple stakeholders, including the company owner, employees, surrounding businesses, and students. Feedback was collected through a written summary, surveys, and in-person discussions, ensuring feasibility and alignment with both immediate opportunities and longer-term objectives. Key performance indicators such as digital reach, engagement levels, and average transaction values were defined to evaluate implementation success.
Since this research focused solely on students, future studies could extend this by targeting different groups beyond students, such as the university's large employee base, which was only partially addressed here. Furthermore, extending the research over a longer period would help capture changes after implementing the solutions. In addition, applying alternative consumer behaviour models could generate new perspectives and offer a broader theoretical foundation for interpreting food choice behaviour.