7 key consumer types

…and which 3 you need to focus on.

Bargain Hunters

Hover over the image for more info

Opportunities for operators

  • Just because they don’t like to spend doesn’t mean they aren’t eating out. Bargain Hunters are more likely than others to seek out low prices in order to eat out more often. They like to build meals out of a combination of value-price items, so having a wide selection on a value menu may win them over.
  • Small plates are big. But not necessarily to share or try new flavors like other consumers. Bargain Hunters are more likely to buy them as a less expensive alternative to full-size entrees. 

Frequency of visits

 BreakfastLunchDinner
Percent meals at foodservice102323
Number of foodservice occasions per person annually368383

Share of meal occasions

What they eat

Bargain Hunters give the highest ratings to:

  • In-N-Out Burger
  • Jersey Mike’s Subs
  • Maggiano’s

These chains see more Bargain Hunters than other chains:

  • McDonald’s
  • Taco Bell
  • Little Caesars

Source: technomic


Busy Balancer

Foodservice Hobbyist

Functional Eaters

Affluent Socializers

Habitual Matures

Health Enthusiasts

 

VIEW THE FULL CONSUMER PACKAGE

 

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-...