Einstein Bros. unit on campus of University of Nevada–Las Vegas

Dunkin’ Donuts has been very agressive securing college campus locations.

Mark Brandau of the Nation’s Restaurant News reports that Denny’s, Bojangles’, Einstein Bros., Moe’s Southwest Grill share lessons learned from non-traditional growth.

Einstein Bros. unit on campus of University of Nevada–Las Vegas. Restaurant brands are learning to love on-campus locations as growth vehicles and testing grounds for new operations or service techniques.

Nation’s Restaurant News recently spoke with movers in the segment, including Bojangles’ Famous Chicken ’n Biscuits, Denny’s, Einstein Bros., Moe’s Southwest Grill and Beef O Brady’s to share lessons learned.

Bojangles’ Famous Chicken ’n Biscuits opened its first on-campus restaurant Monday at the University of North Carolina–Greensboro. First-week sales surpassed $50,000 for a unit of about 600 square feet, said Eric Newman, executive vice president of Charlotte, N.C.-based Bojangles’. That kind of performance makes higher-education locations “a valuable tool” for accelerating the brand’s already rapid growth, he said.

“[Non-traditional growth] can bolster what you already have and increase market share in penetrated markets, or be a spearhead to introduce more people to the brand,” Newman said. “It’s a great addition to reach people you’re not reaching normally at certain dayparts.”

For instance, he said, Bojangles’ can drive strong sales at lunch from students at the on-campus unit without cannibalizing sales from its three locations in Greensboro near the university.

Read More at: Nation’s Restaurant News

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