DB Topic of Discussion: Information-related Capabilities Analyze 2 of the 14 information-related capabilities and explain how the joint force can use these capabilities to affect the three dimensions of the information environment.  Give examples of real-world or life events for the capabilities and how can you use these concepts as a CSM/SGM. Consumer Brand Metrics Q3 2015 Eater Archetypes: Brand usage and preferences by consumer segment The restaurant industry has long relied on demographic factors to identify and prioritize consumer groups. For example, many brands currently obsess over attracting Millennials—some without pausing to consider the variations among consumers within this demographic cohort. In addition to life stages, consumer attitudes about health, value, convenience and the overall role of foodservice in their lives drive significant differences in preferences and behavior. With these distinctions in mind, we have updated the Consumer Brand Metrics (CBM) survey with questions that allow us to segment consumers into one of seven Eater Archetypes. Each segment has a distinct psychographic profile, which is outlined in our recent Consumer Foodservice Landscape. Accordingly, their patronage of the segments and brands tracked in CBM varies. This paper explores some differences we can discern after the initial quarterly results, including the archetypes’ segment usage, brand patronage and occasion dynamics. Examining CBM data by Eater Archetype reveals nuances that complement a demographic profile of a chain’s guests. By Colleen Rothman, Manager, Consumer Insights To learn more about the Consumer Brand Metrics program or to sign up for future Spotlight by Consumer Brand Metrics white papers, please contact Bart Henyan, Senior Marketing Manager, at [email protected] Consumer Brand Metrics Q3 2015 Segmenting consumers by psychographic factors, rather than just demographic characteristics, can lead to a better understanding of the consumers that matter to your brand and how to appeal to them. Key Takeaways Busy Balancers and Functional Eaters drive usage across restaurants and convenience stores. Full-service restaurant (FSR) operators may also consider targeting Foodservice Hobbyists and Affluent Socializers, as these archetypes comprise more than a quarter of FSR patrons, on average. How does foodservice segment usage vary by archetype? Driven by unique needs and motivations, Eater Archetypes gravitate to a wide variety of brands. For example, McDonald’s, Burger King and Whataburger each disproportionately attract unique archetypes (Habitual Matures, Bargain Hunters and Functional Eaters, respectively). Which chains do each archetype visit most frequently? Archetypes that patronize the same restaurant may not use the brand the same way. For example, usage varies by daypart, with afternoon snacks skewing to Busy Balancers and late-night meals d.

1. DB Topic of Discussion: Information-related Capabilities
Analyze 2 of the 14 information-related capabilities and explain
how the joint force can use these capabilities to affect the three
dimensions of the information environment. Give examples of
real-world or life events for the capabilities and how can you
use these concepts as a CSM/SGM.
Consumer Brand Metrics Q3 2015
Eater Archetypes:
Brand usage and preferences by consumer segment
The restaurant industry has long relied on demographic factors
to
identify and prioritize consumer groups. For example, many
brands currently obsess over attracting Millennials—some
without pausing to consider the variations among consumers
within this demographic cohort. In addition to life stages,
consumer attitudes about health, value, convenience and the
overall role of foodservice in their lives drive significant
differences in preferences and behavior.
With these distinctions in mind, we have updated the Consumer

2. Brand Metrics (CBM) survey with questions that allow us to
segment consumers into one of seven Eater Archetypes. Each
segment has a distinct psychographic profile, which is outlined
in
our recent Consumer Foodservice Landscape. Accordingly, their
patronage of the segments and brands tracked in CBM varies.
This paper explores some differences we can discern after the
initial quarterly results, including the archetypes’ segment
usage,
brand patronage and occasion dynamics. Examining CBM data
by
Eater Archetype reveals nuances that complement a
demographic
profile of a chain’s guests.
By Colleen Rothman, Manager, Consumer Insights
To learn more about the Consumer Brand Metrics program or to
sign up for future
Spotlight by Consumer Brand Metrics white papers, please
contact Bart Henyan,
Senior Marketing Manager, at [email protected]

3. Consumer Brand Metrics Q3 2015
Segmenting consumers by psychographic factors, rather than
just demographic characteristics, can lead to a better
understanding of the consumers that matter to your brand and
how to appeal to them.
Key Takeaways
Busy Balancers and Functional Eaters drive usage across
restaurants and convenience stores. Full-service restaurant
(FSR) operators may also consider targeting Foodservice
Hobbyists and Affluent Socializers, as these archetypes
comprise more than a quarter of FSR patrons, on average.
How does foodservice segment usage vary by archetype?
Driven by unique needs and motivations, Eater Archetypes
gravitate to a wide variety of brands. For example,
McDonald’s, Burger King and Whataburger each
disproportionately attract unique archetypes (Habitual
Matures, Bargain Hunters and Functional Eaters,
respectively).
Which chains do each archetype visit most frequently?
Archetypes that patronize the same restaurant may not use
the brand the same way. For example, usage varies by
daypart, with afternoon snacks skewing to Busy Balancers
and late-night meals driven by Functional Eaters. Archetypes
also diverge in their party composition, as visits with children
skew to Busy Balancers.

4. Which archetypes drive specific occasions?
Consumer Brand Metrics Q3 2015
Foodservice Patronage
Eater Archetype Distribution (once a month+ users)
Archetype LSR Avg. FSR Avg. C-Store Avg. RMS Avg.
Busy Balancers 27.3% 30.4% 26.6% 17.8%
Functional Eaters 23.0 21.7 23.8 22.1
Affluent Socializers 12.9 15.1 9.8 13.3
Foodservice Hobbyists 11.6 12.5 14.7 18.9
Health Enthusiasts 10.7 8.8 11.4 13.1
Bargain Hunters 9.5 8.0 8.8 8.6
Habitual Matures 5.0 3.6 4.8 6.2
Busy Balancers and Functional Eaters drive monthly usage of
restaurants and
convenience stores. On average, roughly half of consumers who
visit these locations
at least monthly are either Busy Balancers or Functional Eaters,
reinforcing both
groups as key consumer segments for foodservice brands. These
groups, the
heaviest users of foodservice overall, rely on a variety of
restaurants and retailers to

5. fuel their busy, on-the-go lifestyles.
Affluent Socializers and Foodservice Hobbyists, who use
foodservice slightly less
often, are also important cohorts to reach. They are especially
critical for FSRs, as
they comprise more than a quarter of FSR patrons, on average.
The FSR
environment meets these consumers’ needs in different ways,
allowing Affluent
Socializers to connect with others in an upscale environment
and Foodservice
Hobbyists to cultivate unique experiences through dining out.
These segment averages not only identify the priority consumer
targets for a foodservice segment, but also provide valuable
benchmarking for the archetype distribution of specific chains.
Consumer Brand Metrics Q3 2015
Foodservice Patronage
LSR Chain Skews (% of chain’s once a month+ visitors,
indexed against LSR average)
Top LSR Index
Busy Balancers Pinkberry 154
Functional Eaters Whataburger 127
Affluent Socializers Panera Bread 133

6. Foodservice Hobbyists Panera Bread 143
Health Enthusiasts Subway 145
Bargain Hunters Burger King 143
Habitual Matures McDonald’s 196
Even within a single restaurant segment, patronage varies
widely by Eater
Archetype. Some chains attract a disproportionate share of
consumers from one
group, and the strongest LSR chain skews for each archetype
are noted below. With
the exception of Panera Bread, whose monthly user base
includes larger-than-
average proportions of Affluent Socializers and Foodservice
Hobbyists, the chain
skews differ for each archetype. Functional Eaters, Bargain
Hunters and Habitual
Matures gravitate to different burger chains, while Health
Enthusiasts make up a
greater percentage of Subway’s monthly users than any other
LSR.
Brand usage doesn’t just vary by demographics. Uncovering the
psychographic profile of your brand’s customers helps you to
tap into
the unique needs, motivations and drivers for your brand.
Consumer Brand Metrics Q3 2015

7. Occasion Skews
When asking each archetype to describe their most recent visit
to a restaurant chain,
the details of the occasion differ by group and across segments.
Some dayparts, such
as afternoon and late-night snacks, skew to one group in
particular. Additionally, while
Affluent Socializers and Foodservice Hobbyists skew to similar
occasions, the traffic
patterns of Habitual Matures strongly diverge from both of
these groups.
Daypart visited
Most recent occasion, indexed against segment average
Breakfast
LSR
Lunch
P.M.
Snack
Dinner
Dessert
Only
Late Night
no skews

8. Habitual Matures 131
Bargain Hunters 122
Health Enthusiasts 121
Affluent Socializers 108
Foodservice Hobbyists 106
Busy Balancers 119
Habitual Matures 115
Bargain Hunters 138
Affluent Socializers 115
Foodservice Hobbyists 115
Functional Eaters 117
Health Enthusiasts 112
Habitual Matures 106
Foodservice Hobbyists 105
Affluent Socializers 104
Functional Eaters 154
no skews
no skews
FSR
Even as a chain’s users generally skew to one or two specific
archetypes, the consumers it attracts throughout the day can
vary.

9. Understanding which groups skew to each daypart can help
operators to optimize menu offerings and target promotions.
Consumer Brand Metrics Q3 2015
28% 28% 25%
20% 19% 19% 18% 16% 14%
21% 18% 16% 18% 18%
Functional
Eaters
Habitual
Matures
Busy
Balancers
Health
Enthusiasts
Affluent
Socializers
Bargain
Hunters
Foodservice
Hobbyists
Alone Kids < 18

10. 57%
56%
54%
53%
52%
50%
49%
21%
26%
22%
27%
26%
24%
28%
19%
15%
20%
18%

11. 19%
23%
23%
3%
3%
4%
2%
3%
3%
0%
Bargain Hunters
Habitual Matures
Health Enthusiasts
Functional Eaters
Affluent Socializers
Foodservice Hobbyists
Busy Balancers
Impulse Routine Special Other

12. Occasion Skews
In terms of party composition, Eater Archetypes most differ
when examining two
types of occasions: solo visits and those with kids aged 17 and
younger. While
Functional Eaters and Habitual Matures are most likely to have
recently visited a
restaurant alone, Busy Balancers over-index on visits with
children.
Party composition
Most recent occasion
Reasons for visiting
Most recent occasion
Filtering occasion data by Eater Archetype reveals the nuances
in
their usage of your brand that will enhance your ability to cater
to
their unique needs.
Each archetype’s reasons for
their most recent visit also
vary. Bargain Hunters and
Habitual Matures drive impulse
visits, while Busy Balancers and
Functional Eaters are most
likely to say they visited for a
routine occasion. Special
occasions skew to Foodservice
Hobbyists and Busy Balancers.