Aramark's Dining Styles customer research program identified six distinct-customer profiles, or “Dining Styles,” for which specific menu options need to be developed and offered. The six customer types, and the percentage of the population they each represent are:
Health-focused(23%) are frequent exercisers and low-fat dieters and are health-and nutrition-concerned.They prefer baked or grilled foods— not fried—are interested in half portions and consume meal bars and drinks as “grab and go” nutrition.This segment is 62% female.
Nutritionallycurious(19%) currently eat indulgently and are not on a diet but express strong interest in healthier choices if they were easier and more convenient to find, such as half portions and healthy value meals.This segment is 59% female.
Menuindifferent(16%) are highly ambivalent about their daily nutritional intake, rarely order healthy items, do not exercise regularly, tend to indulge themselves when eating out (except for lunch) and rate variety as their top motivation when eating away from home.This segment is 56% male.
Upscalecarbcounters(15%) trend toward higher incomes, actively watch their weight, are heavy users of low-carb diets and are motivated by variety when eating away from home.This segment is almost evenly split between men and women, with 51% being male.
Indulgentsuper-sizers(15%) eat indulgently at every meal, are not focused on diet or exercise, consume fried food and frequently supersize their value meals.Their top motivation is value when eating away from home.This segment is 64% male.
Downscalehealthriskers(12%) trend toward lower incomes and struggle to lose weight and stick to a healthy routine.They have tried many diets, currently preferring low-carb, but also eat fast food frequently.They are motivated by convenience and are trying to control a specific health risk like diabetes or heart disease.This segment is 55% male.