Targeting

THE BIG DEAL

You asked us to target Trendmakers on the lookout for what’s new and interesting and Connectors who reward themselves for working hard and following their cravings. Both segments are older Millennials and we strongly feel we would have better results targeting only Trendmakers ages 18-35. This means targeting younger Millennials and even Generation Z.

Millennials eat out more than any other generation, averaging 13 times a month, therefore having a huge influence over the restaurant and food industry. Generation Z is the up and coming generation and cannot be ignored. Their top restaurants right now consist of fast food staples such as Chick-fil-a and McDonalds.[19]

Why not Connectors? Some have dietary restrictions, and all have disposable income and life experience to make healthier food choices on a regular basis. While Connectors are a peripheral target, they will not be the main focus for our campaign.

Looking at the Trendmakers, we’ve segmented individuals into two groups: Taste Chasers and Hot Dog Hypocrites. Both look to what’s new and interesting, but Taste Chasers tend to care less about quality and health, valuing taste. Hot Dog hypocrites value quality and health but still frequently indulge their fast food cravings.

TASTE CHASERS

18 TO 24 YEARS OLD, COLLEGE TOWNS & CITIES INCOME AVERAGE: 20,000-40,000[20]

Gema is into all things new and upcoming. When it comes to food, she and her friends are always looking for the newest trends and flavors to try. She loves going out to eat as an excuse to hang with friends. While she’s willing to occasionally splurge on a fancy meal, she prefers tasty, cheap and convenient options so she’s not burning a hole in her pocket.

They’re impulse buyers who experiment with different brands.[21]

With little experience cooking, fast food and frozen dinners are the “go-to” choices.[21]

They value socializing, having fun, and learning new things.[21]

They’re heavily influenced by celebrity endorsements and trends in magazines.[22]

HOT DOG HYPOCRITES

25 TO 35 YEARS OLD, SUBURBAN

Income average: 50,000+[20]

Thomas, a young working professional, would never ever eat a hot dog… unless it’s from the hotdog stand that’s outside his office because they have the best ones in town, of course.

They spend money on nice clothes, dining out, travel, treatments at day spas, and lattes at Starbucks.[23]

They care about the quality and content of what they eat and are willing to spend more on the food they really want but still succumb to fast food when tempted.

Well paid, with little financial responsibility, these consumers are spenders rather than savers.[23]

They’re connected: They use the Internet primarily for socializing but also for convenience, like finding recommendations or reviews by their peers when they want advice.”[24]