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Dining
Case Study

Identifying the Highest Value Consumers in Dining

Challenge

As consumers shifted their dining behaviors in the wake of COVID, restaurant brands able to capture and consolidate meal occasions among the most valuable customers were most likely to survive the crisis. But insights into the beliefs, needs and preferences of the most valuable dining customers were not readily available.

Insights

Rosemark’s Dining Power Persona™ structure identified the most engaged and highest value dining consumers based on how their motivations and preferences drive their restaurant chain brand choice.

We found that value is concentrated: Overall spending and digital ordering is highly concentrated within the target Power Persona™ clusters: Social Restaurant Lovers and On-the-Go Convenience Seekers.

  • 72%
  • 11%
  • 16%
Incidence
  • 52%
  • 14%
  • 34%
% Spend
  • 37%
  • 14%
  • 49%
% Digital Orders

Power Persona™
enhances a
view
into the ‘why’

Persona zoom-in: On-the-Go Convenience Seekers are the highest value consumers. Their busy lifestyle and preference to eat out vs. cooking drive them to eat out nearly 40 times a month. They have a high preference for digital ordering and spread their meal occasions across up to 14 different restaurants per month.

Motivation & Preference

Convenience of Eating Out
Price / Discount Focus

Busy Schedule
Social Influence / Status Conscious
Nutrition: Quality Ingredients
Loyalty Expectation – Status
3rd Party Delivery App Usage
Loyalty Program Reward Use
Segment Incidence
P30D
Digital Ordering
Economic Impact

Takeaways

These target Power Personas™ represent significant opportunity for restaurant brands due to their order volume and spend levels. Restaurant brands that can personalize their digital ordering experience and marketing communications to these target Power Personas™ can drive greater share of meal occasions and greater volume. 

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