CHICAGO — There's little room for error in today's rapidly evolving foodservice consumer culture. Operators need to know who their customers are and what drives them to dine out. To help industry stakeholders get ahead of consumer expectation, Technomic's Consumer4Sight™established the 7 Eater Archetype (EAT) segments that compose the foodservice consumer landscape. From Functional Eaters to Affluent Socializers to Habitual Matures, these profiles go beyond demographics to understand the behaviors, attitudes and dining occasion drivers of today's consumers.
"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," explains 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;
Foodservice Hobbyists: Dining out at new and familiar restaurants is a hobby for this value-conscious group composed mostly of females with children;
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: Dining out is entertainment for these upper-income Baby Boomer males, who also value quality service over price;
Bargain Hunters: Unconcerned with health, 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 mixed group of male and female low- or fixed-income Baby Boomers and Matures lives simply and believes that cooking at home is the healthiest option;
Habitual Matures: Driven by convenience and price, this group of male Baby Boomers and Matures with low or fixed incomes typically stick to familiar foods and are loyal to just a small number of restaurants.
[Click HERE to download Eater Archetypes graphic]
An industry standard for understanding the foodservice consumer marketplace, Technomic's 7 Eater Archetypes are represented throughout Technomic's library of Consumer Trends and Brand Tracking Programs. To learn more about Eater Archetypes and how to apply these profiles to your business, please visit Technomic.com or contact Sara Monnette for details. For Technomic updates, please follow us on Twitter and LinkedIn and read our blog for the latest research and insights.
Look for Technomic's EAT segments white paper, powered by Consumer Brand Metrics, in July. Check here for updates.
About Technomic
Only Technomic delivers a 360-degree view of the food industry. We impact growth and profitability for our clients by providing consumer-grounded vision and channel-relevant strategic insights. Our services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Our clients include food manufacturers and distributors, restaurants and retailers, or other foodservice organizations, and various institutions aligned with the food industry. Visit us at technomic.com.
Source: Technomic
