Consumer Planning Program

1. Consumer Planning Program 1
January 2014
Contact Datassential (Jack Li)
310-922-6299
jack@datassential.com
consumer behavior, motivators, and solutions
CPP2014occasions & eater types | dining attitudes and unmet needs

2. Consumer Planning Program 2
OCCASIONS
are the scenarios for which consumers eat and drink away
from home; they describe the underlying motivators for
AFH activity.

3. Consumer Planning Program 3
work lunch casual lunch romantic meal family meal
last minute dinner casual dinner quick bite
dinner on the way
home
brunch special occasion morning commute
hanging with
friends
social gathering running errands before an event work break
impressing
someone
cheap bite food for energy festive
with co-workers
after work
formal dinner relaxing at home guy‘s night out
girl‘s night out holdover
weekend
breakfast
road trip
28 Occasions define the spectrum of AFH behavior. These occasions get at core
motivations, and can be far more telling than traditional consumer demographics.

4. Consumer Planning Program 4
B-QA14: Which of the following would you say describes this most recent occasion?
Channel Share by Occasion
58%
22%
8%
12%
44%
49%
1%6%
57%
36%
4%4%
74%
6%
14%
6%
work
lunch
romantic
meal
family
meal
quick
bite
34%
53%
2%
11%
66%
10%
16%
8%
52%
36%
5%
7%
71%
8%
18%
3%
special
occasion
food
as fuel
girl’s
night out
morning
commute
LSR FSR Retail Food On-Site FS
Occasions drive venue selection. CPP connects occasions to broad industry channels,
individual operator segments, menu types, chain types, and more.

5. Consumer Planning Program 5
53.2
51.6
46.5
31.5
29.5
27.7
27.5
24.8
24.6
22.4
21.8
21.1
19.9
18.9
18.6
16.9
15.0
14.4
13.6
13.4
13.3
11.7
11.4
9.7
9.3
8.1
7.5
5.9
$0
$5
$10
$15
$20
$25
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Familymeal
Casualdinner
Casuallunch
Hangingwithfriends
Quickbite
Dinneronthewayhome
Runningerrands
Cheapbite
Lastminutedinner
Relaxingathome
Socialgathering
Foodasfuel
Specialoccasion
Holdover
Romanticmeal
Workbreak
Worklunch
Formaldinner
Beforeevent
Weekendbreakfast
Brunch
Roadtrip
Morningcommute
Festive
Guy’snightout
Girl’snightout
Co-workersafterwork
Impressingsomeone
Total Annual AFH Spending by Occasion ($ billions)
total annual spend
($ billions)
average spend
per occurrence
Occasions also impact spend. CPP features extensive detail on each of the 28 occasions
– including revenue levels, associated need states, and whitespace opportunities.

6. Consumer Planning Program 6
0% 5% 10% 15% 20% 25% 30%
Casual lunch
Last minute dinner
Casual dinner
Quick bite
Cheap bite
Dinner on way home
Morning commute
Running errands
Road trip
Family meal
Brunch
Formal dinner
Relaxing at home
Weekend breakfast
Food as fuel
Holdover
Romantic meal
Hanging with friends
Social gathering
Before event
Guys' night out
Girls' night out
Work lunch
Work break
Coworkers after work
Celebration
Impressing someone
Festive
Compared to other LSRs, Arby’s is particularly likely to
be visited for dinner on the way home…
… with lower visitation for away from both social-based
and morning eating occasions.
Arby’s
POSITIVE gap vs. top LSR’s
NEGATIVE gap vs. top LSR’s
ARBY’S: % OF VISITS BELONGING TO THAT OCCASION
(source: Datassential BrandFingerprints™)
Occasions also describe a chain’s traffic profile. This view provides far greater clarity
than just demography and day part; it gets directly at what needs to be done to stimulate business.