Soul Searching: internal
When our target is in their home city or in an area they have been before, they may decide to stick with fine dining options that are already in their consideration set. They look to previous experience as the most effective gauge in determining where they want to eat. This most often occurs for business dining, as our target wants a reliable option that they know will fit their needs and impress clients. They may hear about the newest restaurants on a Facebook feed or during conversation with friends, but the decision ultimately comes from the target’ s preconceived ideas of restaurants they would want to eat at. The key to entering this consideration set is delivering exceptional, reliable service and an unforgettable experience while avoiding the cliché of a“ good old boys” steakhouse. Our target feels very loyal in this stage, and may feel relieved they don’ t have to do extensive research to find a place to entertain clients or celebrate a special occasion. If our target decides that none of the restaurants in their consideration set fit their needs, they may switch to an external search.
Scan, Search, Scour: external Once our target realizes a need to fine dine, they may do some research using external sources. This search is most likely to occur when our target is traveling in an unfamiliar area for work, is dining with a new group, or has a lot of time before the occasion. Our target searches apps like Yelp and Trip Advisor and may consult word of mouth recommendations to validate the reviews they’ ve seen online. Our target may also use Google Maps to find restaurants nearby, and then seek further information about those restaurants through apps. A familiar name may be beneficial at this stage, especially if our target is short on time while traveling. Our target may be overwhelmed by all of the options, especially if they are short on time and need to choose quickly. They may get frustrated if they can’ t easily find information, or if there aren’ t restaurant options that meet their needs near their current location. During this stage, our target may discover restaurants that don’ t fit their needs for current occasions, but they file away this information for later use.
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