7 key consumer types

…and which 3 you need to focus on.

Hover over the image for links to the 7 consumer archetypes.

Research by

Every restaurant 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 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 the new American diners—seven eater archetypes for today’s times. Here, we offer a deep dive into these groups, created by Technomic, including the latest data and insights on where the opportunities lie for operators.

Three of the seven personas—Foodservice Hobbyists, Functional Eaters and Busy Balancers—together make up more than half of restaurant consumers; it’s these people who use restaurants most. To meet the needs of these key customers, it’s crucial to know how they view restaurants and what they want out of the experience.

Busy Balancer

Foodservice Hobbyist

Functional Eaters

Affluent Socializers

Bargain Hunters

Habitual Matures

Health Enthusiasts

 

VIEW THE FULL CONSUMER PACKAGE

 

Pages

Today's top stories

1
Last-minute shift changes would require restaurants to pay affected employees for at least four hours, whether the time was worked or not, under bills likely to be heard next week in the Oregon...
2
Starbucks is pulling the plug on another of its secondary restaurant concepts, this time the Evolution Fresh cold-press juice chain. The coffee giant intends to shut the two remaining Evolution...
3
One thing I’ve loved about writing this column over the past seven (!) years is that by using real reader-submitted questions, I am always learning new things, due to the complexity of running a...
4
Chipotle has finished rolling out its new “Smarter Pick Up Times” platform to all of its locations that offer digital ordering. Through “Smarter Pick Up Times,” the chain says it’s able to monitor...
5
Which Wich is making moves into the supermarket segment, as the chain announced a new partnership that will put units of fast-casual sandwich brand inside 15 Crossroads IGA stores nationwide. Five of...
6
Ambiance and service attributes—not food quality—have the most dramatic positive impact on consumers’ willingness to pay more at restaurants, according to a new study. The importance of ambiance and...
7
After selling pizza and burgers as the operations specialist for a multi-concept franchisee, John "J" Hedrick has moved to the Pei Wei fast-casual Asian chain as CEO. The concept, the little sister...
8
Restaurant Brands International, the parent company of Burger King and Tim Hortons , has agreed to add the Popeyes Louisiana fried chicken chain to its fold for $79 a share, or about $1.8 billion in...
9
The prototype for a new in-store Brazillian fast-casual chain will be part of a supermarket Whole Foods intends to re-open in May in midtown Atlanta, the grocer confirmed last week. Called Roast, the...
10
First impressions count. And for many of your potential customers, especially millennials, those initial impressions of your operation will be formed via a glimpse at your website. So, how can you...