Tapingo to deliver Chipotle — should we expect more?
If you aren’t living under a rock, you’ve likely heard about Chipotle’s decision to begin delivering food via Tapingo to Pacific, as well as a handful of other college campuses.
That’s right: hearty burrito bowls, oozing Quesarritos, crisp salads and that sumptuous guacamole delivered fresh, all with a single tap of your finger.
Sounds amazing, right?
Turns out it’s an amazing deal for Chipotle, too. Millennials as a whole thrive on convenience, a statistic Chipotle is clearly capitalizing on. By making their responsibly sourced, Mexican-inspired food that much more available to college students, we’re more likely to establish habitual spending and a sense of brand loyalty with them, patronizing their company for the rest of our lives.
If that’s the case, why aren’t more chains honing in on Pacific’s campus?
For one, the logistics could prove too tedious. Making a deal with universities involves considering current meal plan services, location and even a college’s values and ideals, reports a 2013 article in QSR (Quick Service Restaurants) Magazine.
Regarding those guidelines, Pacific’s current meal plan provider, Bon Appétit, is a full-service food management company that emphasizes fresh, local, farm-to-table eating. It should go without saying that Bon Appétit harbors no need or desire to branch out and partner with fast food chains or franchises, unlike food service contractors like Aramark or Sodexo.
Values like social responsibility and healthful eating are also becoming more and more prominent at colleges nationwide, prompting an examination of national fast food brands and their presence on college campuses. At University of Missouri, Marketing Manager of Campus Dining Services Michael Wuest explains, “That’s one of those conversations that usually comes up in the beginning. Their service model: Does that meet what our mission is? What are the values of the university, what are the values of our department, and are they aligned?” Questions such as these can quickly shut down the idea of fast food expansion on campus for any university’s cautious administration.
Additionally, Pacific’s pride in being a small campus may ultimately hurt its attractiveness to big chains — after all, we have neither the space nor the numbers necessary to justify, say, two Panda Expresses, one Chick-fil-A, two Papa John’s, one Jamba Juice and two Subways, as University of Minnesota offers. Pacific also does not have the space necessary to open new restaurants on campus, which may be seen as detrimental. After all, many chains may wish to build new structures in line with their aesthetic and train employees themselves, as an on-campus franchise still represents the national brand.
While it doesn’t look like Pacific will be opening any proprietary on-campus restaurants any time soon, our University does offer delivery options via Tapingo.
For those of you hankering for a change from Pacific’s on-campus dining services, fear not: Options abound. Consider Tapingo delivery from Mountain Mike’s, L&L Hawaiian Barbecue or Round Table (or Chipotle in the near future!), or walk down to Miracle Mile for Siamese Street Royal Thai Cuisine, Cocoro Japanese Bistro and Sushi Bar or Midtown Crêperie & Café.
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