# College-Targeted Food Pop-Ups Uber Hosts 'The One Shop' Across University Campuses By Debra John | Published 2024-08-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-one-shop References: [bizbash](https://www.bizbash.com/production-strategy/experiential-marketing-activations-sponsorships/article/22918900/want-to-engage-college-students-give-em-free-foodthats-what-uber-did) & [uber](https://www.uber.com/ca/en/u/uber-one/)  Uber has launched 'The One Shop,' a grocery store-inspired pop-up event, as part of a tour across American university campuses to promote its new membership program, '[Uber One for Students](https://www.trendhunter.com/trends/the-one-arcade),' offering an experience that combines elements of a grocery store with an art installation. The pop-up provides free items from brands where Uber One for Students members can access special pricing and discounts, including "Starbucks, Taco Bell, Wendy’s, Domino’s, Popeyes, [Insomnia Cookies](https://www.trendhunter.com/trends/back-to-campus-collection), and [Panera Bread](https://www.trendhunter.com/trends/panera-bread-2)." Moreover, the Uber One for Students membership offers benefits similar to the standard Uber One membership but at a reduced cost and is available exclusively to college students. Students who sign up can "enter to win prizes, take photos at themed installations—such as a space featuring oversized Taco Bell sauce packets—and receive branded merchandise." Image Credit: Uber / BizBash ## Trend Insights (Trend Hunter) - Score: 7.3/10 - Popularity: 95% | Activity: 97% | Freshness: 28% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Student-focused Membership Programs:** Services designed exclusively for college students, like Uber One for Students, are creating tailored incentives and membership benefits. - **Experiential Marketing Pop-ups:** Brand experience pop-ups that combine shopping and interactive art installations are innovatively engaging target demographics on college campuses. - **Collaborative Brand Promotions:** Partnerships with well-known brands to offer discounts and special pricing are enhancing the reach and appeal of new membership programs among students. ### Who This Affects Most - **Education Services:** Collaborative initiatives with universities and colleges to enhance student engagement and offer exclusive membership deals. - **Marketing and Advertising:** Innovative pop-up events that integrate shopping experiences with interactive elements are revolutionizing traditional marketing strategies. - **Food and Beverage:** Branded partnerships for food and beverage discounts targeting college students are driving new levels of brand loyalty and customer engagement. ## Related on Trend Hunter - [Playful Student-Targeted Interactive Pop-Ups](https://www.trendhunter.com/trends/the-one-arcade.md) - [Newsstand-Style Pop-Up Series](https://www.trendhunter.com/trends/uber-eats-x-aldi.md) - [Advanced Members-Only Offers](https://www.trendhunter.com/trends/uber-one-member-days.md) - [Student-Targeted Delivery Programs](https://www.trendhunter.com/trends/college-student-membership-program.md) - [Student-Focused Foodie Tours](https://www.trendhunter.com/trends/deliveroo-the-grub-crawl.md) - [Experiential Student Activations](https://www.trendhunter.com/trends/hey-u-up-campaign.md) - [Gourmet Lunch Pop-Ups](https://www.trendhunter.com/trends/uber-eats-sandwich-studio.md) - [Late-Night QSR Vehicles](https://www.trendhunter.com/trends/student-tour-campaign.md) - [Student Food Delivery Subscriptions](https://www.trendhunter.com/trends/dashpass-for-students.md)