Targeting Consumers to Increase Restaurant Traffic

I noted in last week’s blog that restaurants continue to increase advertising in 2008 and that fast-​casual outlets have experienced higher-​than average growth. Targeting consumers who are mostly likely to eat out is one way to improve your clients’ return on investment. The data from two recent studies could help you position advertising properly.

The Media Audit reports that frequent dining out can be linked to specific professions. Those with higher than average rates of dining out include:

  • Business owners
  • Real estate brokers
  • Sales professional
  • Legal professionals
  • Other professionals such as engineers, architects and physicians

A Technomic study connects frequency of dining out to age demographics. By any measure, Millenials have the highest dine-​out rate. Combine their dining out habits with their propensity to order foods online and you can deliver an effective Internet-​based marketing campaign for your restaurant clients.

Work with your clients to target marketing campaigns to improve their revenues and ROI on ad spending.

Technomic, June 5, 2008 release]

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.