7 key consumer types

…and which 3 you need to focus on.

Busy Balancer

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Anna is confident that she has her act together. She feels good about her diet, her financial situation and her family. This millennial multitasker thrives on stress, and makes time to exercise, eat right and socialize. A good job, a working spouse and an upper-middle-class income help her to have it all. She’d like to cook for her family, but makes healthy choices when dining out, whether grabbing breakfast on the way to work or ordering dinner online on the way home.

Opportunities for operators

  • Delivery is an indicator of good value to Busy Balancers, likely due to their on-the-go lifestyles. They’ve also increased their use of delivery over the last two years.
  • Protein is part of a balanced diet in their eyes, and they’re more likely than any other group to eat meals that include meat, poultry or seafood. About half, however, think vegetarian meals are healthier, so healthy verbiage on the menu may resonate.
  • Portable desserts are a sell at both full- and limited-service restaurants. This group also grabs desserts as snacks or meal replacements, so a convenient location might persuade a Busy Balancer to make a dessert-only stop.
  • Heavy reliance on foodservice makes a strong menu and high-quality beverage program a must to build loyalty among Busy Balancers. 

Frequency of visits

 BreakfastLunchDinner
Percent meals at foodservice334135
Number of foodservice occasions per person annually120151130

Share of meal occasions

What they eat

Busy Balancers give the highest ratings to:

  • In-N-Out Burger
  • Jamba Juice
  • Texas Roadhouse
  • Potbelly Sandwich Company
  • The Cheesecake Factory

These chains see more Busy Balancers than other chains:

  • Brio Tuscan Grille
  • Bahama Breeze
  • Pollo Campero
  • The Capital Grille
  • Seasons 52

Busy Balancers are more likely than other consumer type to get afternoon snacks from limited-service restaurants. Late-night snacks at limited-service spots are more popular among Functional Eaters

This is a highly mobile group that relies on foodservice for all types of occasions with virtually every contact found in their smartphones. Although convenience is extremely important, they also expect restaurants to be comfortable and inviting, as they use them as social outlets.” —Robert Byrne, manager, market insights at Technomic

Source: technomic


Foodservice Hobbyist

Functional Eaters

Affluent Socializers

Bargain Hunters

Habitual Matures

Health Enthusiasts

 

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