Courting today's 7 key consumer types

Millennial multitaskers on the go; working with an upper-middle-class income

Heavy restaurant user and smartphone user

Buys food away from home more than any other group

Largely sticks to foods and restaurants she knows

Kids play a major role in daily routine, so quality options for kids matter

BB have increased use of delivery over the last two years

Use healthy verbiage on menus to appeal to BBs’ desire for healthy choices, even in their busy lives

Portable desserts are a sell

Mostly middle age and middle income

Eating out is about the experience; enjoys spending time with friends over meals

Not concerned with a specific diet, but values better-for-you items and menu callouts

Desires knowledgeable, high-quality service staff and clean, inviting atmosphere

Shareables, such as appetizers, small plates and sides play well

Will pay more for food described as “natural,” “sustainable” or “locally raised”

Plant-forward diners; meat is not a must

Looking for value, especially at breakfast

Lower income, skews millennial or Gen Z

Meals and snacks are eaten on the go; expects both speed and accuracy from restaurants

Doesn’t enjoy or have time to cook so often skips breakfast, relying on restaurants for several lunches and dinners during the week

All about convenience; trying the next new thing or worrying about nutrition or ingredients isn’t a priority

Promoting easy takeout features might pique their interest—and loyalty

Larger portion sizes and combo deals appeal to their value-minded, food-as-fuel sensibilities

There’s promise in mobile technology to place an order, pay remotely and push out deals and offers

Typically baby boomers or older and high income

Views dining out as entertainment; price is not a confining factor

Has a wide repertoire of restaurants

Visits or orders food from restaurants at least once a week

Willing to spend more for a good meal, so gear marketing toward pricier items with keywords like “locally sourced,” “farm-raised” or “organic”

Opportunities to try new cuisines, interesting dishes or unique signatures can drive decisions

Light restaurant user

Lower income, often an older female; driven by affordability

Does not often utilize technology at restaurants

Does not follow a specific diet and is not very concerned with healthy food on menus

BH are more likely than others to seek out low prices in order to eat out more often, and like to build meals by combining value-price items

Small plates are big for BH, who are more likely to buy them as a less expensive alternative to full-size entrees

Typically 55-plus, retired men living off a modest income or savings

Not adventurous eaters; stick to recognizable comfort fare

Light restaurant user, with a few familiar favorites

Uninterested in build-your-own options, and tend to order menu items with traditional toppings and sides

Visit restaurants the least of all groups, experiencing 65 percent of meal occasions at home

Most food purchases come from the grocery store; prefers to cook meals at home

Still, willing to try new flavors 

Seeking customizable options; more likely to avoid dairy, so customizable toppings and vegan alternatives are a draw

“Clean” labels matter, and while they see low sugar as a better-for-you attribute in desserts, they shun artificial sweeteners