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College students often have to count their pennies – but they also know how to have a good time and are willing to pony up for things that matter to them. So with spring semester underway, we dove into the data to explore collegiate dining habits in the University City district of Philadelphia, PA – home to the University of Pennsylvania and Drexel University, as well as several smaller schools. How does the campus vibe impact visitation trends at local convenience stores and restaurants?
We dove into the data to find out.
Late-Night Hoagie Runs
Wawa – famous for low prices and round-the-clock service – is the perfect place to grab a sandwich to fuel an all-night study session or a cup of coffee on the go. And the University City Wawa at 3724-2744 Spruce Street is a local landmark, serving everyone from students and university employees to other area residents.
Analyzing visitation patterns at the Spruce Street Wawa shows that the store’s visitation patterns mirror the rhythms of campus life – with an uptick in late-night visits and fewer early-morning ones. Between September and December 2024, for example, some 8.7% of visits to the Spruce Street location took place between midnight and 3:00 AM – far exceeding the chainwide average of 3.8%. Meanwhile, visits during the early morning hours (6:00 AM to 9:00 AM) remained subdued – a trend consistent with the typical university lifestyle. And while the average Wawa’s traffic peaked during lunchtime, the Spruce Street location peaked between 3:00 PM and 6:00 PM – prime afternoon snack time.
Examining the Spruce Street Wawa’s captured market – i.e. the census block groups (CBGs) feeding visits to the store, weighted to reflect the share of visits from each CBG – shows that it is indeed college students driving the location’s late-night activity. Between September and December 2024, 63.3% of the Spruce Street Wawa’s captured market during the 12:00 AM - 3:00 AM daypart was made up of STI:Landscape’s “Collegian” segment – a group encompassing currently-enrolled college students living in dorms or off campus. By 3:00 AM, this share dropped to 12.2%, before bottoming out at 10.1% between 6:00 AM and 9:00 AM – unthinkably early for many undergrads. The share of “Collegians” then began to climb back upwards, reaching just over 50.0% in the evening.
Yogurt on Weekdays, White Dog on Weekends
Of course, Wawa isn’t the only local dining spot to benefit from student patronage. Local favorites – from the full-service White Dog Cafe in University City to the quick-serve Kiwi Yogurt on Chestnut St. – also attract plenty of undergrads.
But while Kiwi Yogurt stands out as a key weekday attraction for busy students, White Dog Cafe is more of a weekend destination. On Mondays through Fridays, the share of “Collegians” in Kiwi Yogurt’s captured market stood at 36.4%, dropping to 22.6% on weekends. Meanwhile, White Dog Cafe experienced an opposite trend, with the share of “Collegians” increasing on weekends (36.7%) and declining during the week (24.5%).
Looking Ahead
Whether it’s a late-night Wawa hoagie run or a weekend brunch at White Dog Cafe, even skint college students can find room in their budgets for convenient snacks and fun outings with friends – funneling steady foot traffic to local restaurants, cafes, and stores.
How will student dining trends continue to evolve in 2025?
Follow Placer.ai to find out.
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