In-house food service brands operating on college campuses struggle to build brand image with limited consumer awareness. Corporate social responsibility (CSR) activities may enhance brand image for the customers, employees and stakeholders. The purpose of this paper is to determine if a non-branded social-responsible retail food offering will be accepted (evoked) by the campus consumer. The quantitative methodology used here involves three different survey instruments designed to be interpreted using structured equation modeling (SEM) and regression analysis. This study confirms that an in-house coffee brand offering a high-quality product, deploying a brand social responsible strategy can be coveted by the college campus customer with little or no previous experience of the brand.