7 key consumer types

…and which 3 you need to focus on.

Affluent Socializers

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Opportunities for operators

  • Value means quality. They are willing to spend money for a good meal, so gear advertising efforts towards pricier items by emphasizing high-quality ingredients, using trigger words such as “locally sourced,” “farm-raised” or “organic.”
  • Show off signatures. They’ll often order apps or small plates, especially if they’re dishes that cannot be found elsewhere; plus these shareables add to the social aspect of the dining experience. They’ll try new cuisines on occasion, so calling attention to interesting dishes can drive decisions. 

Frequency of visits

 BreakfastLunchDinner
Percent meals at foodservice202726
Number of foodservice occasions per person annually739994

Share of meal occasions

What they eat

Affluent Socializers give the highest ratings to:

  • Firehouse Subs
  • In-N-Out Burger
  • The Capital Grille

These chains see more Affluent Socializers than other chains:

  • Yard House
  • Seasons 52
  • Bonefish Grill

Foodservice Hobbyists and Affluent Socializers comprise more than a quarter of full-service diners. While both groups are interested in a social experience, the price point makes a difference.

Source: technomic


Busy Balancer

Foodservice Hobbyist

Functional Eaters

Bargain Hunters

Habitual Matures

Health Enthusiasts

 

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