高校食堂爆改商场B1，大学生的钱包遭不住了

Core Viewpoint - The article discusses the increasing presence of chain restaurants in Chinese universities, highlighting the changing dining landscape and the preferences of Generation Z students [3][5][18]. Group 1: Chain Restaurants in Universities - Chain restaurants like KFC, McDonald's, and Luckin Coffee are increasingly entering university campuses, with over 62,000 social dining outlets expected in college areas by the end of 2024 [5][14]. - The trend reflects a mutual interest: brands targeting the consumer potential of students, while students seek affordable and quality dining options [5][14]. Group 2: Student Preferences and Dining Experiences - Students prefer branded dining options over traditional campus food due to perceived quality, hygiene, and convenience, despite higher prices [13][18]. - The article notes that students often find campus dining options unsatisfactory, leading to a reliance on external brands for better food experiences [8][12]. Group 3: Marketing and Brand Engagement - Brands are using promotional strategies like discounts and social media engagement to attract students, but some campaigns have backfired, leading to negative perceptions [24][27]. - The article emphasizes that while students are drawn to brand recognition, they also demand fairness and quality, rather than just low prices [30][31]. Group 4: Economic Considerations for Brands - The operational costs for campus dining are higher, resulting in lower profit margins compared to regular restaurants, which poses challenges for brands entering this market [28]. - Brands like Haidilao are adopting a long-term strategy, focusing on building brand loyalty among students rather than immediate profitability [23][31].