In August 2013, Jack Li of Datassential presented an occasion-based view of foodservice at the 2013 Marketing & Sales Leaders Forum. His presentation was based on original research derived through IFMA's Consumer Planning Program. This program's objective is to uncover relevant insights that will improve manufacturers' ability to serve operator need and drive consumer demand.
What was presented was that we, as consumers, are driven by motivations; hunger, the need to socialize, finances, personal goals, etc. These motivations factor into how we spend our food dollar - are we hungry but on a budget? Are we with friends and want to have a good time? In each of these scenarios, we will go to different restaurants and we will order different things.
Along with this understanding, which goes way beyond dayparts, Jack provided perspective on how to execute regional MenuTrends, how to make LTOs more compelling and what a typical operator menu adoption cycle looks like, depending on the segment.
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If you are interested in becoming a member of the Consumer Planning Program and have access to these insights, email Devon@ifmaworld.com.