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
In today’s rigid labor market, restaurant operators have made headlines launching education benefits , referral bonuses , competitive wages and career development programs to attract workers and coax...
2
Like any kitchen tool, a protective glove is only as good as the skills of the person using it. I know chefs who swear by cut-resistant gloves and others who do not allow them in their kitchens,...
3
Although consumers’ moves toward better-for-you menu items continues to influence operators today, fried foods remain universally popular choices for restaurantgoers. With 84.5% of all operators...
4
After boasting for years that America runs on Dunkin’ , the franchise powerhouse is fundamentally changing to keep up. A menu that reverses years of pushing beyond doughnuts will be in place within...
5
A shutdown of all the Joe’s Crab Shacks in Michigan has raised the tally of units closed by bankrupt operator Ignite Restaurant Group to more than 40, from a base of 113 stores, according to internet...
6
The portion of restaurants’ sales coming from delivery could top 40% by 2020, roughly a sevenfold increase from current levels, according to a recent study from Morgan Stanley. Demand for off-premise...
7
As LSRs battle it out at breakfast, they’re pulling no punches when it comes to innovation. Taco Bell’s Naked Breakfast Taco spring LTO used a fried egg as a “shell” to hold diced potatoes, cheese...
8
The Fast staff took a break from putting this issue to bed for our Restaurant Trends & Directions conference . One of the keynoters was Jonah Berger, author of “Contagious” and “Invisible...
9
Whether seasonal, regional or simply unique, limited-time offers are not only a way to test possible new products, but also a great marketing tool to get consumers excited about a brand and in the...
10
In its U.K. home base, Pret A Manger met customers’ calls for more vegan and vegetarian options in a big way—by launching a veggie-only location in London last year. Its success spawned a second veg-...