OAKBROOK TERRACE, Ill. -- Forget about demographics. They don’t tell you nearly enough about the consumers coming into your convenience store, much less what they want to eat, when they want to eat it or how much they’re willing to spend.
Instead, it’s time to meet the new American diners, seven eater archetypes for today’s times.
Chicago-based Technomic has created these consumer types by their habits, their needs and what motivates them. Understanding who they are can help c-store operators make more long-term connections with them and turn these consumers into buyers.
Let’s meet your eaters.
(For a more extensive look at Technomic’s eater archetypes, watch for the March issue of CSP magazine).
1. Busy Balancers
Who they are: Primarily female, millennial and upper-middle-class, the busy balancer thrives on stress. She has a good job, a working spouse and a family, which gives her both financial comfort and a hectic schedule.
How they eat: These consumers purchase food away from home more than any other group. They primarily stick to the foods and restaurants they know.
Retailer opportunities: Busy balancers’ heavy reliance on foodservice makes a high-quality menu a must if you want to build their loyalty. They buy desserts as snacks or meal replacements, and protein is important to their diet. They also value convenient services (curbside pickup, drive-thru, delivery) and high-quality kids’ meals.
2. Functional Eaters
Who they are: Low-income, young and male, functional eaters see food as fuel. This group skews millennial or Gen Z and doesn’t enjoy or have time to cook, so eating happens on the go.
How they eat: These consumers often skip breakfast and rely on foodservice operations for several lunches and dinners throughout the week. Trying the next new thing or worrying about nutrition isn’t a priority, and even price takes a backseat to convenience.
Retailer opportunities: Larger portion sizes signal overall value, so emphasize more food and combo meals. In-your-face discounts could also get their attention and trigger a sale.
3. Foodservice Hobbyists
Who they are: Primarily middle-aged, middle-income females, foodservice hobbyists enjoy using food to socialize with friends.
How they eat: Eating out isn’t about convenience; it’s about the experience. These consumers aren’t particularly concerned with a specific diet, but do value better-for-you items.
Retailer opportunities: Foodservice hobbyists are looking for value at breakfast, even though it’s when they eat out the least. Consider filling breakfast items that suit a range of flavor preferences.
4. Affluent Socializers
Who they are: Typically baby boomers or older, with a higher income.
How they eat: Value means quality to these consumers. They visit a wide variety of restaurants and eat out at least once a week.
Retailer opportunities: These consumers aren’t likely thinking about c-store foodservice, but where you might grab their attention is with signature items that can’t be found elsewhere.
5. Bargain Hunters
Who they are: Light restaurant users, lower income and often an older female.
How they eat: Just because they don’t like to spend money doesn’t mean they aren’t dining out. Rather, they’re more likely than others to seek out low prices so they can dine out more often.
Retailer opportunities: They like to build meals out of a combination of smaller and/or value-priced items, so having a wide selection on a value menu may win them over.
6. Habitual Matures
Who they are: Typically 55 years old or older, retired men living off modest incomes.
How they eat: Habitual matures are light restaurant users with just a few familiar favorites.
Retailer opportunities: Keep it simple and familiar. They don’t want the creativity or decision making of today’s build-your-own options.
7. Health Enthusiasts
Who they are: Health enthusiasts prefer to cook meals at home, where they can control the ingredients and cooking methods.
How they eat: They visit restaurants the least of all seven groups.
Retailer opportunities: They aren’t the ideal target for your foodservice offering, but you could snag them with your packaged snacks.
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