Any one of nearly 245 million consumers could be your next foodservice customer—or they could go to the fast-food place across the street or the competitive c-store on the corner. Ensuring their car turns onto your lot requires truly understanding them. But given today’s diverse consumer base—five generations, various income levels and ethnic groups—thinking beyond basic demographics is crucial. Consumer precision is necessary, and that means wrapping your brain around lifestyle, mindset and need states, the elements that really drive today’s foodservice choices.
Our research team at Technomic has done just that, identifying seven “eater archetypes” (see chart, below), consumer segments that are based on a combination of demographic, socioeconomic, psychographic and foodservice behavior information.
Two groups are of particular importance to the convenience industry: Busy Balancers and Functional Eaters. Together, they account for 50% of c-store foodservice users, as well as half of fast-casual and quick-service-restaurant users. These are the competitive sweet spots and the consumers you need to understand as the new core customer of c-store foodservice.
Function Over Form
But who are they exactly? Well, I could go all marketing-speak on you, but let’s humanize it. My son is a classic Functional Eater: young male college student, juggling a part-time job, an internship, his band and a busy social life. Oh, and classes. (At least I hope those are in the mix.) He has little time to cook, let alone interest in doing so, and sees food as fuel. Convenience is king, and while low prices are a consideration, it’s the ability to get in, get something satisfying to eat and drink and get going that is more important. He eats many meals on the go, often in the car.
Convenience stores and fast-food restaurants are his go-to sources for food; c-stores often win out because he can grab other items he may need, such as bottled water or a snack for later, and also fill his gas tank and buy a replacement car charger for his mobile phone. Fast-casual eateries are also an option for him, but only for occasions when he has more time and money.
For snacking, he’s as likely to grab a yogurt-and-granola cup as he is a roller dog or a glazed doughnut, while a made-to-order turkey sandwich or a few slices of pepperoni pizza can be a satisfying meal. Coffee with all the fixings is a must, and smoothies are a bonus. Health is an interest but not a huge concern. He likes options but not too many—wading through endless choices is, as he says, “a huge time-suck.”
He’s excited about the trend toward larger c-stores. We visited the new QuickChek near our home on Long Island when it opened. He walked in and clutched his heart, and I thought he might actually tear up as he said, “Absolute nirvana. Everything I need, right here.”
Betting on the Busy Balancer
My son is a great customer now, but how will you hold onto him as he gets older and his lifestyle changes? One way is to understand the other key consumer group: Busy Balancers.
These are consumers to whom I can really relate (or at least I’d like to emulate). Master multitaskers, Busy Balancers manage work, family and social obligations and activities seamlessly and rely on foodservice to stay on track. Brand trust is huge for these disciplined eaters, who will return time and again to where they can get their morning coffee exactly to their liking, along with a healthy breakfast sandwich and maybe a fruit cup for a midmorning snack at their desk. Busy Balancers are the most frequent foodservice users of the seven eater archetypes because the category is a crucial component in managing their hectic lives. Also important: concise menu descriptions with ingredient information, as well as socially conscious initiatives.
Given the track my son (and many of his peers) is on, he’s likely to morph into a Busy Balancer over time. The c-store foodservice providers that have earned his trust and continue to meet his evolving needs will likely continue to enjoy his business.
Many companies are investing in foodservice as a strategic initiative. A sharp understanding of today’s consumer—beyond basic demographics—and a grasp of how they’re likely to evolve is the key in competing and ensuring sustained growth.
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