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Technomic has segmented consumers into seven varying Eater Archetypes to provide an industry-standard that ensures the proper psychological understanding and reflection of the foodservice consumer.
It’s not enough to understand just demographics of any particular segment, but also their values, motivations, and pain points when dining to generate deeper loyalty and more frequent usage of your operation among these archetypes.
This is the proportion of consumers within each Eater Archetype segment:
1. Functional Eaters
Frequent users of foodservice (and the largest Archetype group), Functional Eaters tend to view away-from-home occasions as a convenient way to power them through their day. They are less concerned with what goes into their food and more concerned with convenience and value.
Opportunities
Larger portion sizes convey a sense of value, as do combo deals. Mobile technology provides the option to view and order products easily, and pop-up advertisements may also trigger a sale (Functional Eaters don’t have the time to search for deals).
2. Foodservice Hobbyists
Regional ingredients, social responsibility, and well-executed preparations all resonate with Foodservice Hobbyists. This group eats out frequently and looks for unique experiences and new establishments. Mostly middle income, promotions or limited-time-offers may sway a Foodservice Hobbyist and their group of friends to dine at your restaurant.
Opportunities
Share plates and appetizers bode well with Hobbyists, as they prefer these items to try new flavours and dishes. Emphasize “locally-raised” or “sustainable” when possible, and consider plant-forward options on your menu.
3. Affluent Socializers
Price is not a confining factor for Affluent Socializers, as this group is typically high-income. Value means quality. They are willing to spend more for a great meal and entertaining social experience, so be sure to show off signature dishes and high-quality ingredients.
Opportunities
Similar to Foodservice Hobbyists, his group enjoys share plates and appetizers that add to the social experience of the meal. They’re likely to try new cuisines, so call attention to interesting or new dishes on your menu.
4. Bargain Hunters
Bargain Hunters spend about 20% of their time eating out, and are the most likely to seek out low prices and value menus. They do not follow a specific diet, and are not concerned with healthy options. This segment does not typically utilize technology regarding restaurants.
Opportunities
Having a wide selection of items on your value menu will appeal to Bargain Hunters, as will share plates. Unlike Socializers and Hobbyists however, this group views share plates as a cost-effective alternative to full-size entrées.
5. Busy Balancers
Busy Balancers are interested in knowing the origins and health of the food they are purchasing. Though they also prioritize value and convenience, they view restaurants as a form of entertainment and enjoy the social aspects of eating out. Instead of cooking at home, Busy Balancers can meet daily obligations while also connecting with family and friends.
Opportunities
Due to their on-the-go lifestyles, delivery demonstrates good value to a Busy Balancer. On-the-go desserts perform well at both full- and limited-service operations.
6. Health Enthusiasts
This segment prefers to cook meals at home, and does not see dining out as a form of entertainment. Though they’re willing to try new flavours, at-home meals are still preferable. They visit foodservice establishments the second-least of all Archetype segments.
Opportunities
Customizable toppings, clean labels, and vegan/vegetarian options are a draw for Health Enthusiasts. Low-sugar is a desirable attribute for sweets and desserts.
7. Habitual Matures
Habitual Matures (the segment that visits foodservice establishments the least) are not adventurous eaters. They have a few familiar favourite restaurants, and are typically retired with a modest income.
Opportunities
This segment does not have an interest in customizable menu items. They prefer traditional options with familiar toppings and sides.
Source: © 2016 Technomic Inc., Canadian Consumer Brand Metrics
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