Colegio y universidad
Comfort Food Reimagined for Gen Z’s Modern Tastes
4/24/2026
No generation is analyzed for its dining habits more than Gen Z. Comprised of those born between 1997 and 2012, these savvy consumers are well informed when it comes to their eating out choices. What makes them savvier is that they’re the first generation to truly embrace the technological age, thanks to the internet, smartphones and social media integrated into their lives from childhood.1
Nevertheless, comfort and familiarity still matter: Gen Z grew up dining out more than older generations and associate it with special and social occasions. Comfort food with a twist appeals to their desire for nostalgia and novelty. It must, of course, be well executed, experts contend.
“Nostalgia is important,” said Wylie Dufresne, a James Beard Award winning chef and inaugural judge for “America’s Culinary Cup” on the CBS network. “If you can remind someone of a positive food memory from the past, you have them.”2
That’s the challenge for foodservice operators on college and university campuses as they aim to retain customers. With so many new dining options for diners, the cafeteria is often the last resort. One way of attracting loyal followers is to put new spins on classics that everyone loves.
In its “Understanding the Evolving Foodservice Needs of Operators and Students” report that was conducted in 2025, Technomic further maintained that “schools must boost satisfaction to drive future participation and achieve growth potential.”3 That’s where an easy tweak like updating comfort food comes in. It doesn’t require more labor or resources, yet some creativity should come into play.
Back to the basics with comfort food, but make it modern
For Gen Z, rewinding the time machine back to the 1990s and early 2000s is far enough. Their obsession with the culture from these eras extends to music, movies, fashion and, of course, food. Operators should consider tapping into this comfort-food trend by focusing on dayparts, social media, LTOs and more.
Use dayparts to update classics with modern ingredients or formats
Breakfast: A traditional breakfast burrito evolves into a Vegan Cilantro Lime Rice Burrito, a plant-based version with a fresh, clean taste and texture.
Lunch: A Loaded Crispy Chicken Katsu Sandwich adds a little razzle dazzle to the standard fried chicken sandwich with creamy avocado.
Dinner: A hot dog is as American as it gets, so dress it up with caramelized onions, black beans, corn and special sauces to turn it into a Southwestern-Style Loaded Hot Dog.
Promote through social media with “then vs. now” themes
Brands on popular platforms like Instagram and TikTok use this strategy with short video clips or a burst of images to build deeper connections with their audiences. What makes it even better is when brands encourage user interaction. “Is 2026 the new 2016?” social media trend, for example, was wildly successful and had everyone engaged for a couple of weeks.4
Offer as limited-time specials to drive urgency and trial
Everyone loves to feel like they’re “in the know.” Feature updated classics as limited-time offerings (LTOs) so that students make a point to check in often. This can be done by app, email or give students a real taste of nostalgia with a chalkboard.
Comfort food should mirror today's student body
It’s important to consider that the student body populations at colleges and universities are increasingly diverse, with individuals from various cultural, ethnic and geographical backgrounds.
Spotlight cultural representation and inclusivity
Operators should make menus feel inclusive with comfort-food offerings featuring dishes that represent this diversity. For example, options like biryani, Spicy Shrimp Tacos, Japanese Ramen with Crispy Pork Belly or jollof rice may be served alongside classic American comfort foods like mac and cheese or burgers. That may include foodservice staffers who understand these differences as well.
Adapt menu for health-conscious and sustainable choices
With more students being more health-conscious and environmentally aware than ever, it’s important to acknowledge that on the menu. Healthier alternatives to classic dishes may range from gluten-free options to vegetarian or vegan dishes. For instance, consider offering choices like Strawberry Avocado Quinoa Bowls, Sweet Potato Harvest Pizza, Cashew Nacho Cheese Loaded Fries or Roasted Sweet Potato Chickpea BBQ Wraps.
Food for thought: Gen Z wants comfort food convenience
Technomic reported that one of the top on-campus drivers was the fact that many colleges and universities offered more late-night and snack options (27%). According to one university foodservice operator interviewed for the report, “Students will come into the [convenience] store and grab an apple, cheese, bread and jerky. That’s their dinner. They could be going to the dining hall and getting an entrée, but that is how they prefer to eat. We want to expand our c-store that has cheese and charcuterie, things like that.”
Students want fun, late-night meals
Featuring late-night noshes may indeed be the difference between one student earning an “A” or “C.” At that point, they want something nourishing and filling like mac and cheese, but why not update it with Nashville Hot Corn Macaroni & Cheese with Cornbread Topping? Another fun idea is Crab Mac Poutine, with bacon, crab meat, sliced scallions, Buffalo sauce and ranch dressing for an elevated experience.
Students want quality snacks that remind them of home
While some students want something, anything they can eat quickly between classes, others want to eat something satisfying that would also make their moms happy. A few faves: Snacking Fries—accompanied by vegetable sticks, Green Applecado for an afternoon energy boost, Raspberry Chocolate Energy Bites and Grab-and-Go Cups loaded with protein.
What the future holds for comfort food on campuses
Comfort food on college campuses is constantly shifting, thanks to Gen Zers. For foodservice industry experts, this evolution presents an exciting opportunity to innovate, offering diverse, customizable and convenient options that resonate with a modern student body. From updating 1990s breakfast classics to offering LTOs and more health-conscious choices, the possibilities for redefining comfort food are endless.
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1 What is Gen Z? McKinsey & Company, August 2024
2 America’s Culinary Cup, CBS, March 2026
3 Understanding the Evolving Foodservice Needs of Operators and Students, Technomic, 2025
4 Why reliving 2016 is the new social media trend, NPR, January 2026
