The 5 types of drinkers
By Brett Dworski on Jan. 29, 2018Instead of focusing solely on the standard demographics of age, race, income and ethnicity, operators looking to bring consumers in the door can also explore groups based on their habits, needs and preferences—and then target customers based on their motivations and decision drivers. Here, a look at drinking consumers—three of which you might see more than others, based on Technomic’s Drinker Archetypes program. Those groups—Chameleons, Tourists and Extroverts—account for nearly three-fourths (74%) of on-premise alcohol spending. Take a look at what’s driving their beverage purchases.
The Chameleon
Travis loves the social aspect of drinking more than the actual beverage he’s consuming. Just as chameleons blend in with their surroundings, Travis’ drinking behavior changes according to the atmosphere and occasion. He usually scopes out what his friends are drinking before ordering himself, and will likely get whatever they’re having. Although he doesn’t have a preferred drink, Travis is interested in how adult beverages are produced.
Opportunities for Operators
- Promote events, like Super Bowl parties or trivia nights, to drive visits among the social Chameleons.
- Enhance digital ordering and payment. Half of the group are millennials who often seek innovative tech advancements.
- Menu a variety of top-shelf spirit selections. Some 67% of Chameleons place high importance on the brand.
- Highlight the most popular drinks on the menu. It may appeal to Chameleons, as they won’t have to wait and see what their friends order.
Need to Know
- Some 34% of Chameleons drink beer away from home at least twice per week.
- The group makes up nearly a quarter of the total drinker population, but 40% of the on-premise spend.
The Tourist
Denise is very inquisitive during her adult beverage experience. She wants to know the types of booze people are drinking, how they’re made, and even the daily operations of the bars she frequents. Like Travis, Denise doesn’t have a preferred beverage, but she uses restaurant menus as an opportunity to test new flavors and get a better understanding of different brands overall.
Opportunities for Operators
- Keep rolling out new flavors, helping these guests expand their knowledge.
- Expand bar seating. This group is eager to watch and see how their drinks are made.
- Detail the booze backstory. Marketing the beverages by describing how a beer was brewed or wine was fermented, for instance, can increase appeal among Tourists.
- Create a female-focused ambiance. Roughly 62% of Tourists are women—the highest of any group.
Need to Know
- Tourists value innovation, quality of process, and uniqueness, above all else.
- They make up for one-fourth of the overall share of restaurant spending, the second-highest behind Chameleons.
- Tourists consider going out to bars and restaurants for adult beverages as a form of entertainment.
The Extrovert
Maria emphasizes the social facets of drinking in restaurants more than anything else. The main difference between her and Travis is that Maria has reliable, go-to brands for her preferred drink and establishment, while Travis usually goes with the flow. Maria is laid-back about prices, and usually buys drinks for her friends, in addition to leaving a generous tip for the waiter or bartender.
Opportunities for Operators
- Offer discount drink specials. Although pricing isn’t an issue with Extroverts, over one-third of the group makes less than $35,000 per year, so value may drive loyalty.
- Increase the variety of brews on the menu. Extroverts are the second-highest beer drinkers after Chameleons.
- Create VIP treatment. As big spenders and social consumers, Extroverts may flock to concepts that give them special recognition.
Need to Know
- This is the only archetype with a 50/50 split in its consumers by gender.
- Despite being the second-smallest group by population, Extroverts have a considerable share of on-premise spending.
- They typically have an idea of the drink they’ll order before arriving at the bar or restaurant.
The Maximizer
Karen’s kids are grown up and she’s retired, so there’s more time to enjoy a drink every now and then. Although she doesn’t drink alcohol in bars or restaurants too often, when she does, she’s looking for good value or an experience she can’t get at home.
Opportunities for Operators
- A variety of wines plays well with Maximizers, because they drink it more than beer or spirits.
- Speed up the process. Slow service makes Maximizers less likely to return to a restaurant.
- Affordable drinks and a memorable experience are key, since most Maximizers usually drink at home.
Need to Know
- Despite “good value” being synonymous with affordable prices, Maximizers associate the term with service and beverage quality.
- Although baby boomers make up 50% of the group, Maximizers are open to trying new, trendy brands and flavors.
The Purist
Dimitri knows what he likes and isn’t interested in stepping out of his comfort zone.While he may meet up with friends for a drink, the social aspects of the experience are less important than the quality of the beverage and the service.
Opportunities for Operators
- Featuring a range of beers may appeal to Purists, who drink it more often than wine and spirits.
- Ensure staffers know the appropriate glassware for specific drinks. Purists place high importance on this.
- Know the Purist “regulars.” Although they don’t come around often, knowing their go-to orders may lead to increased patronage.
Need to Know
- Purists evaluate a restaurant by the bartender’s ability to make a certain drink the way they like it, plain and simple.
- They typically order the same brands wherever they go, regardless of price.
Who’s spending what
39%—The Chameleon’s share of spend.
They are 24%of the population.
25%—The Tourist’s share of spend.
They are 20%of the population.
20%—The Extrovert’s share of spend.
They are 18% of the population.
9%—The Maximizer’s share of spend.
They are 22%of the population.
8%—The Purist’s share of spend.
They are 16%of the population.