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Red Lobster New Opportunity (Copernicus (Study Revealed 5 segments…
Red Lobster
New Opportunity
Copernicus
2008
Uncover Psychographic
Segments
Marketing team
commissioned
Needs based
segmentation
July 2008
Online interviews with
2403 Adult respondents
Average at 37 mins
of discussion
Exhibit 14
Categories of interviews
Demographics
Restaurant category
involvement
Food and beverage attitude
Restaurant brand selection
criteria
Cluster analysis to
understand the groupings
Approach
Explained by
Mark Gilley,
VP of consumer insights
Pitfall involved in such study
More time and effort to be put
on specific segment to
understand behaviours
Partners with Simmons
to get around the problem
Conducts detailed
interviews
Study Revealed
5 segments
Experientials
Indulgents
Traditionalists
Eclectics
Frugals
Table A and B
Segments and Spend
Pattern
Lopdrup was stunned
to see the results
~25% of customers were
experientials
Experientials defined
by Lopdrup
Affluent
Interest in connecting with people
Very high culinary standards
High expectations on
service and atmosphere
Priority to strengthen relationships
with family and friends
It was not clear
how many of experientials
are new customers
RL did not believe
earlier that it was
attracting such
customers
Concludes that
The changes were working
reaching a tipping point
were more such
customers could be attracted
Represent Best
customers
More likely to order
desserts
appetizers
Wine
Less price sensitive
Expanding this
segment is profitable
Marketing created 2
representative characters
Jeff
Erin