7 key consumer types

…and which 3 you need to focus on.

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

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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

 

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