In the world of youth marketing, there are a few “universal truths.” One of them? Gen Z runs on burritos.
At ScholarshipOwl, we recently surveyed 36,624 students for our “Roll With It” Burrito Survey Scholarship. While it might sound like a lighthearted topic, the data we uncovered provides a serious look into the spending habits, brand loyalty shifts, and grocery trends of the most influential consumer block in the world.
For CMOs at QSR (Quick-Service Restaurant) chains, Brand Managers in the CPG (Consumer Packaged Goods) space, and Media Buyers looking for high-engagement alternatives to Meta and Google, the “Burrito Economy” is ripe for the picking.
The Data: Frequency, Flavor, and the “DIY” Shift
How often are students actually eating burritos? More than you might think.
- The Weekly Habit: Nearly 40% of students eat a burrito at least once a week.
- The Giant in the Room: Chipotle remains the gold standard, capturing 45.5% of student preference.
- The Rising Trend: Over 10% of students are now making their own burritos at home to save money—a massive opportunity for retail food brands.
- The Palate: Forget the “extreme heat” trends. Gen Z prefers Medium (40.3%) and Mild (29.9%) profiles, with chicken, cheese, and sour cream topping the list of “must-have” ingredients.
Strategic Hooks: How Brands Can “Roll” These Insights into ROI
This isn’t just trivia—it’s a roadmap for customer acquisition. Here is how our partners are using this data to drive measurable results.
1. For QSR & Delivery Apps: The Loyalty Lock-In
The data shows that brand loyalty actually decreases as students get older. While high schoolers are loyal to big chains, graduate students are 30% more likely to ditch the majors for local food trucks and new flavors.
- The Strategy: Use a scholarship to capture them while their habits are still forming.
- The “Action”: Make the scholarship application requirement downloading your loyalty app or placing a first-time delivery order.
- The Result: You move from a passive impression to a permanent spot on their smartphone home screen. 36,000+ applicants become 36,000+ rewards members.
2. For CPG & Grocery Brands: The “Budget-Friendly” Pivot
With 1 in 10 students actively choosing “DIY” burritos to save money, there is a massive opening for brands that sell the components: tortillas, shredded cheese, and salsas.
- The Strategy: Position your brand as the “Scholarship-Supported” way to eat well on a budget.
- The “Action”: To apply, students must download a recipe card using your product or sign up for a digital coupon for their next grocery trip.
- The Result: You drive immediate retail sales and build brand affinity with a budget-conscious demographic that will be the primary grocery shoppers of the next 40 years.
The Agency Advantage: Beyond the 15-Second Ad
If you’re a marketing agency managing media spend for a food or beverage brand, you know that “Gen Z fatigue” is real. They don’t want to see another banner ad for a taco. They want a brand that understands their lifestyle.
Why ScholarshipOwl is the “Secret Sauce” for Agencies:
- Massive Scale: Reach 36k+ verified students in a single campaign.
- First-Party Data: Understand exactly what your audience is eating, where they are buying it, and how much they are spending.
- High-Intent Engagement: Unlike a social media scroll, scholarship applicants spend minutes—not seconds—interacting with your brand requirements.
The Bottom Line
Gen Z’s love for burritos is a window into their broader consumer behavior: they value convenience, they are increasingly budget-conscious, and their loyalty is up for grabs if you catch them at the right time.
By funding a scholarship, you aren’t just giving back—you’re getting a seat at the table.
Ready to spice up your student acquisition strategy?
Partner with ScholarshipOwl and tap into our community of 36,000+ hungry applicants
