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Page 1: Identify different personas for a restaurant

HOW DO I IDENTIFY DIFFERENT PERSONAS FOR A RESTAURANT

Defining Different PERSONAS

Leverage Research- (Collect Qualitative

not Quantitative Information)

Dive Deeper

Consider what’s preventing

consumers from choosing your restaurant or

customers from returning

Evaluate and Refine

SHRUTI SINGHAL

[email protected]

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The restaurant industry is a competitive world. Staying top of mind with

prospects, customers is essential for growing your business. It all starts

with a really good understanding of your customers and those you wish to

target.

Before embarking on any project, it is important to understand the needs of

your users. You are selling something. It could be a product or simply an

idea. But, you are selling something to someone. So, the question is, how

do you get them to buy it?

Identify the buyer personas. It is then possible to identify the features and

functionality that will make the intranet or website a success, and how the

design can support users with different goals and levels of skill.

Customer Personas are a detailed profile of an example buyer that

represents the real audience – the buyer that you hope to persuade to buy

your products, services or solution.

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Personas are not profiles. To successfully market to your customers it’s

essential to understand their mind set, preferences, motivations, interests,

behaviors and goals and to tailor your content and messaging accordingly.

When done correctly, your audience will feel like you are speaking to them

directly, using their language, addressing their concerns.

Developing personas usually starts with collecting some demographic data,

such as age, education, and job title. But the goal is to collect qualitative—

not quantitative—information. Interviewers need to gather stories, quotes,

and anecdotes from interview subjects that pertain to their environment

and behaviors and reveal their attitude and goals.

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To really help personalize your personas and bring them to life, it

beneficial to give the personas names, distinct traits, personalities,

personal backgrounds and even photos. When a persona is given a name, a

photo, and one or two personal details, then the hypothetical constructs

easily spring to life.

Let us say, you are trying to increase sales of your restaurant during some

particular time of a day, say during lunch. There may be 3 distinct groups

that come through your restaurant during that time:

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Mike works as a graphic designer in a big agency. As he is single, he came

every day at lunchtime; prices didn’t bother him. He usually ordered the

same items, was always in a hurry to get back to work and got agitated

when things took too long.

Zoe is studying Masters in International development. She came every

fortnight with her friends. Being single and young she comes during

promotions or after discount coupons were released.

Geoff works as an architect. He has a wife, a young girl and a 6-month

baby boy. Being a family man with responsibilities, he comes along with his

family monthly or rarely. He welcomed healthy alternatives to classic fast-

food items. Prices did bother him. Low prices, healthy alternatives and

family-friendly options would likely appeal to him.

Looking at these examples, it is obvious that “Mike”, “Zoe” and “Geoff”

have different motivations, values, behaviors and interests. You can’t go

with “one-size-fits-all” strategy. You need to consider certain pieces of

actual data associated with these personas…

Demographics

Their value, in terms of money, reach and return business

Where they choose to interact with you – phone, email, website,

mobile, social, etc.

Mastering persona interviews requires unearthing subjects' unstated goals.

It is crucial to identify users' mindset about going to some restaurant, since

this mindset drive design decisions. Encouraging subjects to candidly and

personally talk about their lives takes time. It is not unusual for some

interviews, depending on what kind of interface is being designed.

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Now we have to find out different personas for a restaurant.

I. Start with the ideal customers within your Restaurant. Who’s the best

customer for you? Review any customer research you have conducted.

Talk to your front line staff about current customers. Refine the

profile by:

a. Include people who have not visited your restaurant but they

generally visit your competitor’s restaurant.

b. Find out your customer’s needs and wants and their decision

making process.

You can do so by conducting surveys to gather more data.

You can separate Personas into primary and secondary Personas.

Primary persona are the most important consumers or target

customers that must be satisfied, because failing to satisfy their

requirements means failing to satisfy the other expected persona.

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II. Defining dimensions.

i. Persona’s biographic background.

ii. Restaurant’s relation to persona.

iii. Persona’s relation to your restaurant.

iv. Understanding specific intentions, needs, and attitudes.

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These dimensions represent user needs and behavior, such as:

What is your frequency of visiting some restaurant?

How do you select, which restaurant you want to visit this

time?

What is your spending habits in a restaurant? Etc.

III. Measure these dimensions

Consider what’s preventing consumers from choosing your restaurant

or customers from returning. This is a very important question to ask

and answer in persona development. Dig deep. Understand why.

Talk to the people who’ve just chosen your restaurant and talk to

those that haven’t and find out why. Learn what you could’ve done

better. You may find out that there are perceptions that aren’t even

true. Or that there are things that must be addressed.

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IV. Evaluate and Refine

The qualitative methods such as consumer observation and interview

can be used to refine and enrich details of persona. Don’t think that

once it’s done it’s done forever. Personas are an endless quest for

perfection. You’ll continually learn more and more. Additional

observation and interview will provide detailed information which can

be used in enriching and refining the typical user profile into

personas. Consumer preferences change over time. So periodically

revisit your personas and refine them regularly.