A recent survey by Technomic revealed that consumers who are first to buy the latest technologies, such as smart phones and social media applications, are also avid restaurant patrons.
In a survey of 1,000 consumers, the Chicago-based foodservice research and consulting firm found that 8 percent and 15 percent of respondents can be described as “innovators” and “early adopters,” respectively, of cutting-edge technology. These consumers are also frequent restaurants patrons.
The study found that 83 percent of innovators and 7 percent of early adopters go to a fast-food restaurant at least once a week, compared to 56 percent for the average consumer; 53 percent of innovators and 35 percent of early adopters visit fast-casual restaurants at least once a week, compared to 20 percent for the average consumer.
This trend is also evident at retail outlets, with 25 percent of innovators and 20 percent of early adopters shopping at natural and specialty food stores at least once a week, compared to 10 percent for the average consumer.
Additionally, 48 percent of innovators and early adopters said a restaurant’s presence on a social network positively influences their decision to try that restaurant, compared to 25 percent for the average consumer. That means techies may be the first to broadcast their opinions about the latest limited-time offer or new restaurant concept, according to Technomic.
“Restaurant chains are working hard to tap into the reach of social networks,” said Erik Thoresen, Technomic’s director of product innovation. “But the opportunity is also sizeable for independent and regional chains that develop a strong local following among early adopters.”
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