Potential Market
The market chosen in this assignment is the restaurant, specifically the Whole Foods Market restaurant, where I am working now. Our restaurant offers a wide range of food, from specialty to fast food with one of the best chefs from the industry having many years of working experience. Our chefs are very diverse in culture, which makes sure that the dishes are authentic to our customers. All food is prepared and stored with high-quality standards that are not standard anywhere else. “When you walk in our doors, you’ll find vibrant stacks of produce, animal welfare rated meat, Responsibly Farmed and sustainable wild-caught seafood with ingredients you can trust”.(Wholefoodsmarket.com)
Our segmentation is based on customers’ behavioural and psychographic as we believe this can help us approach and target our audience the best.
There are 5 segments: Convenience Seekers, Taste makers, Health-oriented Epicure, Delectable Flavor Searcher, and Vegan Lovers
Convenience Seekers
These are customers who do not have much time to enjoy food so they just want to grab our food and fulfill their stomachs during lunch break at work or in the evening for dinner. They can be students, office workers … or households that seek a quick meal for their days. They stick to our business because it is convenient for them.
Source http://isinglassinc.com/six-types-of-customers/
Persona:
Jake Age 35
Financial Consultant, Toronto, Income $112,000
Jake is a financial consultant for Deloitte Canada, one of the biggest giants in the consulting industry. He leads a very busy life with many projects and clients. He used to love travelling a lot, but not anymore. He spends most of his time in front of the computer or laptop for researching and connecting to give the best advice for clients.
Likes Mind hunter series, Gateaux, Bordeaux
Dislikes Waiting, Whining, Shopping
Motivation Appraised by the clients, Earning money
Values Friends, Career
Media habits Facebook Instagram LinkedIn Toronto Star
Food Influencers
These are people who influence popular taste. They can be well-known chefs, food journalists, editors for food and drink magazines or famous bloggers, YouTubers… on food. They often go to various restaurants or street food, enjoy, and then write an article, sharing their ideas or experience about the food and the places that they visit.
Source: https://www.tastemaker.com/
Source : https://www.elitedaily.com/money/entrepreneurship/its-all-about-the-tastemakers-how-to-become-an-influencer-in-your-industry
Source: https://www.foodservicenews.net/August-2017/Social-Media-Influencers-Are-the-New-Tastemakers/
Persona:
Trinity Age 32
Journalist Toronto Income $90,000
Trinity is a journalist in NOW Magazine, in which she takes over the food and drink section. She graduated from York University with a Bachelor’s Degree in English Linguistics and Literature where she built her writing skills and analytical thinking. She has worked there for 3 years and from then she has a great passion for food. She is a
Likes Discovery National Geographic Romance
Dislikes Lying, Horror Movies
Motivation Enjoy life with love and fun
Values Family, Education
Media habits Facebook Instagram Pinterest NOW Magazine
Health Thinkers
They are people who care about health, especially healthy food. They will not put anything into their stomachs without considering if it is good for health or not. They usually search for health information and perform health behavior.
Source : https://chirr.nlm.nih.gov/health-orientation.php
Source : https://journals.sagepub.com/doi/full/10.1177/2158244013500281
Persona:
Julia 25
Postgraduate student Toronto Income $15,000
Julia was born in Yellowknife in a middle-class family. She is a post-graduate student and she is pursuing her Master’s Degree in Ivey School of Business. Her health-oriented lifestyle was inspired by her mother who only cooks healthy food at home. Now she is not living with parents anymore because she had to move to London, Ontario but she still keeps the health concern mindset and only eats healthy food.
Likes Reading books, Listening to music
Dislikes Betrayal, Dishonesty
Motivation Taking healthy food to and lead a healthy behavior in life
Values Love, Family, Morality
Media habits Snapchat Pinterest Toronto Star
Delectable Flavour Searchers
These are people who only look for delicious food. They do not mind paying extra but they want to make sure the food they take must be delicious and nice displayed.
Persona:
Ichiro Age 39
Businessman Toronto Income $145,000
Ichiro came to Canada when he was a toddler. He grows up in Toronto and pursues Doctorate Degree in the University of Montreal. Five years ago, he started up his own business with 5 employees and now the number has risen to 100. He is quite a busy man but he always enjoys eating as he believes this is the time he can rest and enjoy life. Therefore, he takes nothing but delicious food.
Likes Playing Golf, Drinking
Dislikes Wasting time, tasteless food
Motivation Build up his business and make it become stronger and more well-known
Values Loyalty, Creativity
Media habits LinkedIn Facebook WhatsApp Toronto Star
Vegan Lovers
Vegan lovers are those who have a vegan lifestyle. They only seek for vegan food.
Persona:
Nairobi, Age 25
Office administrator Toronto Income $45,000
Nairobi lives alone in the very downtown near her workplace. She loves hanging out with friends and go to the bar after work to enjoy life. She turned to vegans one year ago while volunteering for a vegan society. After doing much research she finds that going vegan is good to some extent. That’s why she now turns to be a vegan lover.
Likes Country Music Camping
Dislikes
Motivation Build up his business and make it stronger
Values Relationship Family background
Media habits LinkedIn Facebook Telegram Toronto Star
The mock-up is used to reach health thinkers. As these customers are interested in healthy food, the
On Twitter, it shows “Hootsuite Inc”. That’s how you know the post was done via Hootsuite
