What’s Driving Consumer Food Purchases?

30-Jun-2015 to 30-Jun-2015

Technomic introduces seven ‘Eater Archetypes’ to tap into consumer expectations.  Understanding what each of these different groups value in eating out can help tailor your food service offering and ultimately make you more profitable.

It is crucial for the food industry operators to know what drives consumers to dine out. In order to help those in the industry to excel, Techonomic’s Consumer4Sight created the  Seven Eater Archetype (EAT) segments, which describe customers and their expectations. Using the EAT segments will help those  in the c-store industry to understand the desires of the consumers on a deeper level.

“EAT segments get at consumers’ underlying needs and motivations, helping brands understand their customers at a deeper, more meaningful level that isn’t readily available on the surface,” said Sara Monnette, senior director of consumer insights and innovation at Technomic.

Compiled through years of consumer research combined with Technomic’s deep industry knowledge, EAT segments can help position a restaurant brand in a targeted manner while supporting menu development and marketing efforts. These segments are defined as:

Functional Eaters:  Comprised heavily of Millennial males, these consumers treat food as fuel and typically look for low prices from familiar restaurants; eats on the go!

Foodservice Hobbyists: Middle income consumers that respond to deals and cross all ages.

Busy Balancers: For this on-the-go, multi-tasking group substantially comprised of middle- and upper-income Millennial females, foodservice makes life easier;

Affluent Socializers: Healthful, likes fresh food

Bargain Hunters: Unconcerned with health they eat out two to three times per month, these low- and middle-income male baby boomers are driven by low prices and regularly seek out specials and deals;

Health Enthusiasts: With health driving dining choices, this group believes that cooking at home is the healthiest option;

Habitual Matures: Driven by convenience and price, this group are creatures of habit and typically stick to familiar foods and are loyal to just a small number of restaurants.