One-Size-Fits All Is Out: How Consumers Vary By Market

Many restaurants are starting to adopt a more localized approach to menu development, marketing and operations to develop targeted strategies and offerings. Tailoring the experience to consumers in a particular market begins with understanding the local consumer.

To that end, Technomic’s Consumer Brand Metrics program allows operators and suppliers to filter consumer brand tracking data by designated market area (DMA), revealing differences in demographic composition, unique traffic drivers and overall foodservice behavior. Our recent white paper, “Going Local: Variations in Consumer Attitudes & Usage by Market,” highlights consumers in three DMAsLos Angeles, Chicago and Atlantato demonstrate some of these differences.

For example, consumers in each DMA differ in terms of which attributes are especially important in their decisions to visit restaurants.

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