Food and Football

Every week after church, a group of friends and I head to Clarks Fork. It isn't too expensive of a place but we go almost every week, and I often wonder how our friends afford this weekly expense. One of my friends that joins is Lucky. She is a very busy nursing student involved in a lot of school clubs, so she has forgone having a job while at college.  
I wondered why she chose to do so, and wondered if her answers would be similar to that of Lauryn's whose were mostly for social reasons. Was it because we just assumed everyone would join and she felt social pressure? Or did she budget it out? 

1. How did you decide you wanted to go forth with this purchase?
I was hungry, and I know that eating together is a good way to build community! 

2. Do you set a budget for spending on this type of stuff? Did you change your spending budget after this purchase?
No, I just try and spend over $15 on a meal and limit how often I go out throughout the week. 

3. Have you forgone participating in other activities or purchasing other items in order to purchase this/these item(s)?
Not really. Breakfast burritos may cost money, but the time with friends is priceless. And breakfast food really isn't that expensive. 

4. How much would you say your spending habits changed while in college?
(1-Not at all, exactly the same as before college. 10- It has done a complete 180 and I spend much differently)
Why?
4. I don't have a job during the school year in college like I did in high school. 

5. Do you think you will you continue to spend the same after college?
Yes. Assuming I still have friends. Who like breakfast. 

As funny as her last answer is, it really shows her reasoning for going out: friends! She noted throughout all of her answers the importance of the community to her. As college students, it seems that this community is a trend that continually comes up. The theme that has been strung throughout, a sense of community and relaxation comes from the spending that these students are doing--it's not necessarily about the stuff but about the experience. 

But how do marketers reach these types of people? As we learned watching "The Persuaders," the "bigger, better, faster," words are no longer working on people, so what should marketers use? 
The appeal to the consumers is now the culture and atmosphere that, food places especially, can create. In class we read about an article, "Not Just a Party in the Parking Lot," which studied the behaviors and reasonings behind the ritual of tailgating. Tailgating isn't advertised, there are no things to attract consumers, yet every Saturday and Sunday, tons of people around the country get ready and go tailgate. It is a culture that maintains an attraction simply by being itself. 
So, is this how restaurants should attract college students? Create a culture that feeds off itself? Is that possible to do without an insider that creates the hype? I can't wait to see if marketing for businesses such as Clarks Fork build off this atmosphere and culture they are creating to market.