Every foodservice operator wants to understand today’s consumer—who they are, what they want, what drives their purchasing decisions. But to see the full picture, 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 for Technomic, Chicago. More actionable, she contends, is understanding and grouping diners in a new way: by their habits, their needs and what motivates them.
Meet the new American diners—seven eater archetypes for today’s times. They include the Affluent Socializers, who are willing to spend money for a good meal, and their counterparts, the frugal Bargain Hunters. There are the Habitual Matures, typically retired men with modest incomes who stick to recognizable fare, and the Health Enthusiasts, who prefer home-cooked meals to meet their specific dietary needs.
But these aren’t the eaters you’re looking for. Three of the seven personas—Foodservice Hobbyists, Functional Eaters and Busy Balancers—together make up more than half of foodservice consumers. To meet their needs, it’s crucial to know how they view foodservice operations, and what they want out of the experience.
Table of Contents
Busy Balancers
Functional Eaters
Foodservice Hobbyists
About Those Other Four
Opinion: Who Are the Eaters in Your Life?
Busy Balancers
Anna is confident that she has her act together. She feels good about her diet, her financial situation and her family. This millennial multitasker thrives on stress, and she makes time to exercise, eat right and socialize. A good job, a working spouse and an upper-middleclass income help her to have it all. She’d like to cook for her family but makes healthy choices when dining out, whether grabbing breakfast on the way to work or ordering dinner online on the way home.
OPPORTUNITIES FOR RETAILERS
● Delivery is an indicator of good value to Busy Balancers, likely due to their on-the-go lifestyles. They’ve also increased their use of delivery over the past two years.
● Protein is part of a balanced diet in their eyes, and they’re more likely than any other group to eat meals that include meat, poultry or seafood. About half, however, think vegetarian meals are healthier, so healthy verbiage on the menu may resonate.
● Portable desserts are a sell at both full- and limited-service restaurants. This group also grabs desserts as snacks or meal replacements, so a convenient location might persuade a Busy Balancer to make a dessert-only stop.
● Heavy reliance on foodservice makes a strong menu and high-quality beverage program a must for building loyalty among Busy Balancers.
“This is a highly mobile group that relies on foodservice for all types of occasions with virtually every contact found in their smartphones. Although convenience is extremely important, they also expect restaurants to be comfortable and inviting, as they use them as social outlets.” —Robert Byrne, manager, market insights for Technomic
Continued: Functional Eaters
Functional Eaters
To Martin, food means fuel. Low-income and struggling to make ends meet, he’s working as much overtime as he can get. Meals and snacks are eaten on the go, often in the car or break room, and whenever time allows. Trying the next new thing or worrying about nutrition or ingredient sources isn’t a priority; even price takes a backseat to convenience and just getting through his stressful day.
OPPORTUNITIES FOR RETAILERS
● Promoting drive-thru and easy takeout features such as curbside pickup might pique their interest. They’re fickle, but serve their needs and they’ll become loyal customers.
● Larger portion sizes signal overall value. Emphasizing more food and combo meals may play to their value-minded, food-as-fuel sensibilities.
● There’s promise in mobile technology. The option to place an order and pay remotely and seamlessly may boost both loyalty and satisfaction.
● In-your-face discounts could trigger a sale, given that Functional Eaters don’t enjoy spending money on food but also don’t have the time or patience to look for deals. Integrating offers into mobile technology, where this diner already is, might win some loyalty points.
“This group will likely place the least complicated set of expectations on operators. As portability, value and convenience matter more to these consumers than any others, the trend toward smaller, simplified menus may resonate with the somewhat less-choosy Functional Eater.” —Robert Byrne, manager, market insights for Technomic
Continued: Foodservice Hobbyists
Foodservice Hobbyists
Meet Fran. She’s enjoying middle age, now that the kids can fend for themselves, by working a part-time job and spending quality time with friends, often at restaurants. Lunch might mean a familiar neighborhood place, but dinner is a chance to try something new and have a unique experience while socializing.
OPPORTUNITIES FOR RETAILERS
● Food safety is a concern, as are animal-treatment policies and environmental issues. They’ll pay more for healthy callouts on the menu, such as “natural” or “sustainable.”
● It’s not all about meat. They are the most likely group to say that meals do not need to include meat, poultry or seafood; think “plant-forward.”
●They’re looking for value at breakfast, even though it’s when they dine out the least. Filling dishes that suit a range of tastes may encourage greater frequency.
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