Every foodservice operator wants to understand today’s consumer, but it’s no longer enough just to look at gender, age, ethnicity or income. “Segmentation by traditional demographic groups is becoming less useful as consumers create their own unique identities and usage patterns based on [diverse] attitudes, beliefs and preferences,” says Kelly Weikel, director of consumer insights at Technomic. More actionable, she contends, is understanding and grouping diners in a new way: by their habits, their needs and what motivates them. Meet Technomic’s seven eater archetypes for today’s times.
1. Busy balancers
Need to know:
- Millennial multitaskers on the go; working with an upper-middle-class income
- Heavy restaurant user and smartphone user
- Buys food away from home more than any other group
- Largely sticks to foods and restaurants she knows
- Kids play a major role in daily routine, so quality options for kids matter
Opportunities for operators:
- BB have increased use of delivery over the last two years
- Use healthy verbiage on menus to appeal to BBs’ desire for healthy choices, even in their busy lives
- Portable desserts are a sell
2. Food hobbyists
Need to know:
- Mostly middle age and middle income
- Eating out is about the experience; enjoys spending time with friends over meals
- Not concerned with a specific diet, but values better-for-you items and menu callouts
- Desires knowledgeable, high-quality service staff and clean, inviting atmosphere
Opportunities for operators:
- Shareables, such as appetizers, small plates and sides play well
- Will pay more for food described as “natural,” “sustainable” or “locally raised”
- Plant-forward diners; meat is not a must
- Looking for value, especially at breakfast
3. Functional eaters
Need to know:
- Lower income, skews millennial or Gen Z
- Meals and snacks are eaten on the go; expects both speed and accuracy from restaurants
- Doesn’t enjoy or have time to cook so often skips breakfast, relying on restaurants for several lunches and dinners during the week
- All about convenience; trying the next new thing or worrying about nutrition or ingredients isn’t a priority
Opportunities for operators:
- Promoting easy takeout features might pique their interest—and loyalty
- Larger portion sizes and combo deals appeal to their value-minded, food-as-fuel sensibilities
- There’s promise in mobile technology to place an order, pay remotely and push out deals and offers
4. Affluent socializers
Need to know:
- Typically baby boomers or older and high income
- Views dining out as entertainment; price is not a confining factor
- Has a wide repertoire of restaurants
- Visits or orders food from restaurants at least once a week
Opportunities for operators:
- Willing to spend more for a good meal, so gear marketing toward pricier items with keywords like “locally sourced,” “farm-raised” or “organic”
- Opportunities to try new cuisines, interesting dishes or unique signatures can drive decisions
5. Bargain hunters
Need to know:
- Light restaurant user
- Lower income, often an older female; driven by affordability
- Does not often utilize technology at restaurants
- Does not follow a specific diet and is not very concerned with healthy food on menus
Opportunities for operators:
- BH are more likely than others to seek out low prices in order to eat out more often, and like to build meals by combining value-price items
- Small plates are big for BH, who are more likely to buy them as a less expensive alternative to full-size entrees
6. Habitual matures
Need to know:
- Typically 55-plus, retired men living off a modest income or savings
- Not adventurous eaters; stick to recognizable comfort fare
- Light restaurant user, with a few familiar favorites
Opportunities for operators
- Uninterested in build-your-own options, and tend to order menu items with traditional toppings and sides
7. Health enthusiasts
Need to know:
- Visit restaurants the least of all groups, experiencing 65 percent of meal occasions at home
- Most food purchases come from the grocery store; prefers to cook meals at home
- Still, willing to try new flavors
Opportunities for operators:
- Seeking customizable options; more likely to avoid dairy, so customizable toppings and vegan alternatives are a draw
- “Clean” labels matter, and while they see low sugar as a better-for-you attribute in desserts, they shun artificial sweeteners
A version of this article originally appeared in Restaurant Business, FoodService Director's sister publication.