On and off campus, college students are starving for good food at inexpensive prices. After all, spending money on tuition, books, rent and (dare we say) partying, adds up. And the dining halls can get pretty repetitive meal after meal — am I right? Pancheros Mexican Grill, a fast-casual Mexican restaurant chain, which has locations across the United States, draws in college students with its $1 burrito promotions. The $1 deal is offered during a two hour span for one week at the Pancheros locations close to college campuses in Iowa City, IA, East Lansing, MI, Ann Arbor, MI, Cedar Falls, IA, Ames, IA, and Urbana, IL. Comparatively, the downtown Iowa City location typically has the largest turn out. To promote the burrito for a buck offer among the student population, the brand relies heavily on social media marketing (using Facebook and Twitter), utilizes on-campus visits to distribute informative fliers (passed around by Burrito Relations staff and general managers), and uses in-store promotional materials, as well as a week of advertisements played on local radio stations. On Twitter, the brand responds directly to tweets from fans, followers and fellow lovers of Mexican cuisine. All of the eating action kicks off the week after classes begin in the Fall semester (usually at the end of August or in the beginning of September). Pancheros has participated in this campaign for more than five years. The vendors typically sell about 750 burritos in a 2-hour time frame, per day! Even though the effort brings a high volume of customers, the activation is geared toward building brand awareness and celebrating back to school, rather than a ROI, according to Pancheros. Aside from standard burritos, the chain offers burrito bowls, salads, tacos, quesadillas, and chips with queso, milk ancho salsa and fresh-made guacamole. The cost of a Pancheros burrito on any other day is $6.35.

While going to class isn’t always fun (especially those 8 a.m. labs), at least going back to school has become a bit more appetizing!


Leave a Comment