7 key consumer types

…and which 3 you need to focus on.

Affluent Socializers

Hover over the image for more info

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

 

VIEW THE FULL CONSUMER PACKAGE

 

Today's top stories

1
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...
2
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...
3
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...
4
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...
5
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...
6
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...
7
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...
8
Julia Stewart has resigned as CEO of IHOP and Applebee’s parent DineEquity after leading the franchisor for 16 years. Stewart will step down on March 1. Richard Dahl, DineEquity’s lead director, will...
9
After suffering a quarterly loss and a decline in same-store sales for all but one of its brands, Outback Steakhouse parent Bloomin’ Brands said it will close 43 underperforming restaurants. The four...
10
McDonald’s says it’s reinvented the drink straw, but will only showcase the technological breakthrough for a limited time. The new straw draws fluid from two levels of a drink, enabling customers to...