Linda Formichelli

Extra Credit

How one quick serve uses college-student ambassadors to get the word out.

Big Juan's student ambassadors promote the brand at the University of Arizona.
Big Juan's student ambassadors promote the brand at the University of Arizona.

Hungry University of Arizona students and employees, rejoice: Smiling college students are now walking around campus with free food samples from Big Juan’s Tacos y Burros, a new quick-service chain in Tucson.

Big Juan’s two locations are within a five-mile radius of the university, and owner Tom Jenkins has used the school to his advantage by tapping into the student population and hiring student brand ambassadors, with the help of Serendipit Consulting in Phoenix.