Objective: To understand the rewards university students associate with two key decisions shaping food choices. Participants: Thirty-eight university students. Methods: In this exploratory research, we conducted focus groups to identify the rewards students associated with choosing to eat at the campus dining hall and their specific food choices within that venue. We also obtained feedback on reward nomenclatures identified via a content analysis of health and business literature. Results: Students primarily chose the dining hall due to its convenience, foods offered, and the social aspects of the venue. Rewards associated with food choice included freshness, customization, variety, local foods, healthy foods, convenience, and portion size. Nomenclatures were relevant and meaningful. Conclusions: These students associate food choice decisions with rewards. Universities should consider whether dining halls and menu items link healthy foods to the rewards prioritized by students. Reward nomenclatures may be useful for researchers investigating the drivers of food choice.