Today, foodservice operators need to know who their customers are and what drives them to dine out. To help such industry stakeholders understand and get ahead of consumer expectation, Technomic’s Consumer4Sight has now defined the 7 Eater Archetype (EAT) segments that compose the foodservice consumer landscape. UK foodservice businesses will certainly identify many of the segments, and particularly those relevant to their own business.
From Functional Eaters to Affluent Socializers to Habitual Matures, these profiles go beyond demographics to understand the behaviours, attitudes and dining occasion drivers of today’s consumers.
Sara Monnette, senior director of consumer insights and innovation at Technomic explains:
“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.”
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.
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