Our target consists of 30-35-year-old business professionals who influence dining decisions. They have been in the workforce for several years and have an established profession with a household income of $ 45,000 +.
Men and women in our target live in metropolitan areas or surrounding suburbs near a Ruth’ s Chris location. This is a significant factor because location is a top consideration when choosing where to dine. Our target normally makes the final restaurant decision when dining with a group or their significant other. The members of this group are married or in long-term relationships. They travel frequently for work and fine dine with clients and coworkers as well as their spouse on an average of three to six times a month.
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They live fast-paced lives and their busy schedules cause them to eat out often for convenience during the work day. They consider dining out more after their 9-5 routine, which is where fine dining comes into play in their personal lives.
We chose the name Gourmet Go-getter to represent some of the most important characteristics of our target: they are affluent, consider fine dining an experience and are also driven and successful in their professional lives. Gourmet represents how the target has enough disposable income to consider fine dining as an option even on a weekly basis, but they also see fine dining as an exciting experience. Go-getter represents how the target is practical, logical and decision makers.