What type of MATCH consumer are you?

You are a...Family Pit-stopper

All about you

Family comes first & sometimes that means it’s going to be a hectic day! The kids certainly don’t have the patience for places where the service is outlandishly long. You value convenience & speed of service over all else! Finding somewhere which is family-friendly with food the kids love is like finding a rare gemstone, so when you discover a restaurant the whole family likes, you stick with it!

Typical demographics

Age

23% are 45-54 years old

Gender

41% Male, 59% Female

Affluence

Low: Less than £30,000

Employment

29% are blue collar

Parents

47% are parents

of population

0 %

Out-of-home behaviour

8%

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

40%

Eat out weekly

24%

Drink out weekly

£52.85

Average monthly spend
Family Pit Stoppers spent 39% less than GB monthly avg.

Top 5 drinks consumed

1. Soft drinks

2. Coffee

3. Lager

4. Wine

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 59%

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

Trends & fashion 47%

I check social media frequently throughout the day.

Social media 63%

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

Social media awareness 46%

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

Lifestyle 61%

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

Seek out new 20%

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

Familiarity 62%

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

Food expertise 56%

I consider myself a 'foodie'.

Foodie 44%

I am interested in deals and offers.

11%

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

Prefer small chains 29%

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

11%

Key drivers

What drives Family Pit-stoppers to venues for food?

1. Location

2. Value for money

3. Convenience

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What drives Family Pit-stoppers to venues for drinks?