What type of MATCH consumer are you?

You are... Mainstream Minded

All about you

You love to head out on the town with friends for a few drinks & a bite to eat & you often live for the weekend! Social media is your primary source for finding your next great place to eat or drink out & you are always up to date with the latest trends! That’s not to say you’d shy away from a quick bite at your local Pizza Hut or grab a cheeky burger at McDonald’s because let’s face it – life is better with a little fast food in your life!

Typical demographics

Age

45% are 18-34 years old

Gender

39% Male, 61% Female

Affluence

Medium: £30,001 - £50,000

Employment

48% are white collar

Parents

41% are parents

0 %

of population

Out-of-home behaviour

10%

Proportion of all drink-led visits that are made by this group

10%

Proportion of all food-led visits that are made by this group

57%

Eat out weekly

38%

Drink out weekly

£66.19

Average monthly spend
Mainstream Minded spent 23% less than GB monthly avg.

Top 5 drinks consumed

1. Soft drinks

2. Coffee

3. Wine

4. Cocktails

5. Tea

Adoption of trends

Repertoire

Repertoire shows the number of drinks categories or brands that this segment typically switches between.

Attitudes & behaviours

I proactively try to lead a healthy lifestyle.

Health 71%

I like to keep up to date with the latest trends and fashions.

Trends & fashion 61%

I check social media frequently throughout the day.

Social media 73%

Social media has increased my awareness of eating and drinking out brands.

Social media awareness 62%

I lead a busy lifestyle and rarely have a large amount of free time.

Lifestyle 50%

I actively seek out information on new places to eat and drink out through all available sources.

Seek out new 33%

I tend to stick to places that I know well when eating and drinking out.

Familiarity 50%

I take a keen interest in food and drink and consider myself knowledgeable on the subject.

Food expertise 74%

I consider myself a 'foodie'.

Foodie 59%

I am interested in deals and offers.

13%

I enjoy visiting new eating and drinking out brands whilst they are still small chains but are starting to become recognised.

Prefer small chains 38%

I am typically one of the first to visit new eating and drinking places.

Trendsetter 19%

Key drivers

What drives Mainstream Minded to venues for food?

1. Location

2. Convenience

3. Value for money

What drives Mainstream Minded to venues for drinks?

1. Location

2. Value for money

3. Ambience / atmosphere

All the consumer groups

Big spenders on food and drink whether on business or with the family. They think nothing of dining out, and trips always include a meal somewhere.

Business Class Seekers Close

Social media users to whom going out means drinking in the most popular places. However they tend to save it for the weekend with a more health-focused mindset during the week.

Mainstream Minded Close

Likely retired with time on their hands, they regularly seek out coffee shops during shopping or other trips, choosing familiar places as they can be wary of trying something new.

Comfortable Sceptics Close

Unfussy, but wary of trying somewhere new, they always look carefully at the price. However they will be strong advocates for places they do enjoy.

Cost Conscious Champions Close

They’ve got their favourite places, rarely push the boat out, and prefer to stay close to home.

Steadfast Sippers Close

Busy, but always make time for eating and drinking out. They’re first to visit the latest trendy place and tell you about it on social media

Trending Tastemakers Close

They’ve normally got the kids with them, so look out for a quality, quick bite while they’re out and about.

Family Pit Stoppers Close

Empty-nesters, discerning and health-conscious, they frequently enjoy meals out with family and friends, invariably with a glass of wine.

Carefree Dolce Vita Close

Fairly comfortably off, they follow trends and regularly eat and drink out, often in pub restaurants with a glass of wine

Confident Conformists Close

Like to wine and dine out with friends in upmarket casual dining restaurants when the opportunity arises. Great service and good quality food and drink are incredibly important, which is why they generally opt to eat out in places that are tried and trusted or places that come highly recommended.

Sparkling Socialisers Close

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