1. HOW DO I
IDENTIFY
DIFFERENT
PERSONAS FOR
A RESTAURANT
Defining Different
PERSONAS
Leverage
Research- (Collect
Qualitative not
Quantitative
Information)
Dive Deeper
Consider what’s
preventing
consumers from
choosing your
restaurant or
customers from
returning
Evaluate and
Refine
SHRUTI SINGHAL
9999591649
Singhalshruti1712@gmail.
com

2. The restaurant industry is a competitive world. Staying top of mind with prospects,
customers is essential for growing your business. It all starts with a really good
understanding of your customers and those you wish to target.
Before embarking on any project, it is important to understand the needs of your users.
You are selling something. It could be a product or simply an idea. But, you are selling
something to someone. So, the question is, how do you get them to buy it?
Identify the buyer personas.It is then possible to identify the features and functionality
that will make the intranet or website a success, and how the design can support users
with different goals and levels of skill.
Customer Personas are a detailed profile of an example buyer that represents the real
audience – the buyer that you hope to persuade to buy your products, services or
solution.

3. Personas are not profiles. To successfully market to your customers it’s essential to
understand their mind set, preferences, motivations, interests, behaviors and goals and
to tailor your content and messaging accordingly.
When done correctly, your audience will feel like you are speaking to them directly,
using their language, addressing their concerns.
Developing personas usually starts with collecting some demographic data, such as age,
education, and job title. But the goal is to collect qualitative—not quantitative—
information. Interviewers need to gather stories, quotes, and anecdotes from interview
subjects that pertain to their environment and behaviors and reveal their attitude and
goals.

4. To really help personalize your personas and bring them to life, it beneficial to give the
personas names, distinct traits, personalities, personal backgrounds and even
photos.When a persona is given a name, a photo, and one or two personal details, then
the hypothetical constructs easily spring to life.
Let us say, you are trying to increase sales of your restaurant during some particular
time of a day, say during lunch. There may be 3 distinct groups that come through your
restaurant during that time:

5. Mike works as a graphic designer in a big agency. As he is single, he came every day at
lunchtime; prices didn’t bother him. He usually ordered the same items, was always in
a hurry to get back to work and got agitated when things took too long.
Zoe is studying Masters in International development. She came every fortnight with
her friends. Being single and young she comes during promotions or after discount
coupons were released.
Geoff works as an architect. He has a wife, a young girl and a 6-month baby boy. Being
a family man with responsibilities, he comes along with his family monthly or rarely.
He welcomed healthy alternatives to classic fast-food items. Prices did bother him. Low
prices, healthy alternatives and family-friendly options would likely appeal to him.
Looking at these examples, it is obvious that ―Mike‖, ―Zoe‖ and ―Geoff‖ have different
motivations, values, behaviors and interests. You can’t go with ―one-size-fits-all‖
strategy. You need to consider certain pieces of actual data associated with these
personas…
Demographics
Their value, in terms of money, reach and return business
Where they choose to interact with you – phone, email, website, mobile, social,
etc.
Mastering persona interviews requires unearthing subjects' unstated goals. It is crucial
to identify users' mindset about going to some restaurant, since this mindset drive
design decisions. Encouraging subjects to candidly and personally talk about their lives
takes time. It is not unusual for some interviews, depending on what kind of interface is
being designed.

6. Now we have to find out different personas for a restaurant.
I. Start with the ideal customers within your Restaurant. Who’s the best customer
for you? Review any customer research you have conducted. Talk to your front
line staff about current customers. Refine the profile by:
a. Include people who have not visited your restaurant but they generally visit
your competitor’s restaurant.
b. Find out your customer’s needs and wants and their decision making
process.
You can do so by conducting surveys to gather more data.
You can separate Personas into primary and secondary Personas. Primary
persona are the most important consumers or target customers that must be
satisfied, because failing to satisfy their requirements means failing to satisfy the
other expected persona.

7. II. Defining dimensions.
i. Persona’s biographic background.
ii. Restaurant’s relation to persona.
iii. Persona’s relation to your restaurant.
iv. Understanding specific intentions, needs, and attitudes.

8. These dimensions represent user needs and behavior, such as:
What is your frequency of visiting some restaurant?
How do you select, which restaurant you want to visit this time?
What is your spending habits in a restaurant? Etc.
III. Measure these dimensions
Consider what’s preventing consumers from choosing your restaurant or
customers from returning. This is a very important question to ask and answer in
persona development. Dig deep. Understand why.
Talk to the people who’ve just chosen your restaurant and talk to those that
haven’t and find out why. Learn what you could’ve done better. You may find out
that there are perceptions that aren’t even true. Or that there are things that must
be addressed.

10. IV. Evaluate and Refine
The qualitative methods such as consumer observation and interview can be used
to refine and enrich details of persona. Don’t think that once it’s done it’s done
forever. Personas are an endless quest for perfection. You’ll continually learn
more and more. Additional observation and interview will provide detailed
information which can be used in enriching and refining the typical user profile
into personas. Consumer preferences change over time. So periodically revisit
your personas and refine them regularly.