This is a piece I put together to lay out the digital mindsets, food mindsets, and lifestyles of two target audiences for California Pizza Kitchen. The objective was to map out the opportunities for CPK to reach their audiences online. With the help of MRI, @Plan and Quantcast, I compiled the quantitative segments of the document, focusing on digital behavior and eating habits. For the qualitative portions, I went into homes of families with young children and the offices of working professionals to gather the insight found on the following pages.

1. CALIFORNIA
CPK
PIZZA
KITCHEN
TARGET AUDIENCE PROFILES
FOR DIGITAL STRATEGY
Virginia Lu - Account Planning
Fall 2008

2. FAMILIES DEMOGRAPHICS
Adult men (48%) and women (52%)
age 26-64 (average age is 40)
LIFESTYLE: Diverse and active, in and out of the home
WITH
Average HHI: $115,000
Married/living with spouse or partner (62%)
Children 12 or younger (19%) as well as
13-21 (8%)
CHILDREN
College educated (80%), dual income (54%)
Entertains families Plays board games Mom is primarily responsible
and friends their style for family shopping and
event planning
DIGITAL MINDSET: Transactional and purposeful
Percent values include ages 25+ (total universe - 137M)
The web is an aid in getting They research and buy products
things done. - Research/Review Products - 39%
FOOD MINDSET: Something for everyone
- Maps/Directions - 70% - Auctions - 31%
- Weather - 64% - Online Coupons - 25%
- Local Address Search - 43% - Incentive/Reward Programs - 18%
- Travel/Trip Planning - 39% - Seek/Give advice on products - 17%
Tool for research and education They keep in touch and make
- Health Care Reference - 44% social connections online
- Recipe Search - 37% - Photo Sharing - 48%
- Dictionary/Thesearus - 35% - E-Cards - 30%
- Restaurant Reference - 22% - Social Networking - 25%
- Parenting/Family Info - 11% - E-Invitations - 15%
Dines out average of Buys based on quality Parents like to have a
3 times per month of food ‘real restaurant’ experience
The internet gives them “me-time”
- TV/Movies/Celebs - 35%
- Games - 35%
- Blogs - 23%
- Educational/Family Programs - 14%
DEMOGRAPHICS SOURCE: MRI DATA 2008
DIGITAL MINDSET SOURCE: @PLAN DATA 2008
LIFESTYLE AND FOOD MINDSET: QUANTCAST DATA, CPK A&U STUDY 2008

3. Usually, the mother is primarily
responsible for shopping and
event planning Families appreciate
special programs and
efforts that recognize
Significant effort is put and involve children
into the planning of events,
education, communication
and the discovery of quality
products/services for their
families
She appreciates the
WITH
AMILIES
convenience of take out
F
once in a while as a N
break for her. CHILDRE
d full of
A life so diverse an
s to be
activity , that it ha
.
organized
Busy B
ee Household
The int e glue
for me
ernet is
au As a Mom, I am th
to get t seful tool that holds everyo
ne
for the hings d lot of
time is
whole f
amily.
one together. I put a
f to take
pressure on mysel
valuabl My
e since
have a else and
care of everybody
l I don’t
import ot of it, so it’s cisions.
I spend
ant tha
t make the right de
online the hours
are pur
posefu
l
Many households value
organizational tools that FAMILIES
aid in planning and keeping WITH CHILDREN
organized. THOUGHT BOARD

4. DEMOGRAPHICS
CPK
Men (48%) and women (52%) age 26-64 LIFESTYLE: Where business and personal meet
Average HHI: $115,000
Married/living with spouse or partner (62%)
College educated (80%), dual income (54%)
PROFESSIONALS Goes out with groups from
work for special occasions
Enjoys spending free time
having fun with friends
Buys brands that
reflect their style
Researches and buys
products online
DIGITAL MINDSET: Strictly business
Pecent values include ages 25+ (total universe - 137M)
The web is their personal The web is a source for news
assistant - General News - 68% FOOD MINDSET: Mixing it up
- Maps/Directions - 70% - Political News - 48%
- Weather - 64% - Business News - 34%
- Address Search - 43% - Sports News - 29%
- Travel/Trip Planning - 39% - Technology News - 25%
- Downloads - 27%
The web is a tool for research The web is an aid in career
and education building
- Health Care Reference - 44%
- Dictionary/Thesaurus - 35% - Job Search - 22%
- Encyclopedia - 26%
- Restaurant Reference - 22%
Enjoys different and new Looks for variety and Likes high-quality ingredients Goes out to lunch at
They research and buy They make business and types of food options on a menu that make them feel good least once a week (23%)
products online social connections online
- Research/Review Products - 39% - E-Cards - 30%
- Auctions - 31% - Business Networking - 25%
- Instant Messaging - 24%
- Incentive/Reward Programs - 18% - School/Alumni Info - 17%
- Seek/Give Product Advice - 17% - E-Invitations - 15%
DEMOGRAPHICS SOURCE: MRI DATA 2008
DIGITAL MINDSET SOURCE: @PLAN DATA 2008
LIFESTYLE AND FOOD MINDSET: QUANTCAST DATA, CPK A&U STUDY 2008

5. They put a lot of effort into
getting in touch and staying
in touch.
lay
nd P
W ork a
end
le to sp
ng ab ers
I lik e bei h cowork han
wit er t
time ings oth hether
th .W
doing ing work py hour,
ss ap
discu nch or h once The Ne
They often go out it‛s lu tle break tworke
to lunch with groups a lit r
SIONALS
As a
it‛s im professiona
PROFES
from work for special
po l,
occasions (new hires, stay c rtant for m
birthdays, reviews) cause urrent e to
Busy schedules know.
time l
an
I spen d in the
22% go out to lunch
s and ooking d a lot of
at least twice a b usiness live gettin up
g in to info and
to
social lives
week and 23% at uch w
ith
least once a week.
Because there is never intertwine Busy schedules call for
innovative eating
enough time, they often
utilize working lunches or
eat lunch at their desks
The professional enjoys
different kinds of foods and
likes to try new things.
PROFESSIONALS
THOUGHT BOARD