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What is myfoodie.id?

MyFoodie.id is a project by Relish Works intended to help us learn more about how and why people make decisions around food. We believe that the more we can understand the diet trends and eating habits of today, the better we can prepare restaurant operators for the wants and needs of future consumers.

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Foodies across the country have already contributed.

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Motivations: At a glance

Our research uncovered four unique factors that play a role in individual meal decision making: Ease, Health, Comfort, and Fun. Although situational context applies (setting, people, values, budget), we found that the balance of these four core motivations provide a strong assessment of diners’ primary Foodie personalities.

1. EASE

Ease diners are here for the calories, and stay for the convenience. They’re generally adaptable, low-maintenance, and easy to satisfy. They like basic food options, fewer choices, quick service, and reasonable prices. They hate menus that change too often, and restaurants that are too far away.

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2. HEALTH

Healthy diners watch what they eat. They’re mindful, precautionary, and moderating. They like custom options, and like to know what’s in their food and how it was prepared. They dislike inflexibility and large portions, and are skeptical of fast foods.

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3. FUN

Fun diners are after an experience. They’re adventurous, enthusiastic and trend-conscious. They appreciate good presentation, great recommendations, a specials board, and a well-lit photo of their meal. They dislike sub-par service, generic fare and not getting their money’s worth.

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4. COMFORT

Comfort diners have come to pamper themselves. They’re impulsive, easily-persuaded, and emotive. They like reliable offerings, classic flavours, and food parings. They like warm and friendly staff, and dislike presentation over flavour.

Event Food

The Foodie Personas

To define our personality types, we grouped yes-or-no results of our core motivations with a methodology similar to that of the Myers-Briggs personality test. Combinations with similar behaviors were then bucketed and elaborated upon to create eight distinct personas.

Key

Yes

No

Sometimes

Takeaways

Here are the top-line takeaways for diners across the country. To find out more, including how this breaks down across each state, or how diatery requirements impact preferences, contact Relish Works and we can share what we’ve learned.

  • We found:

    0% of diners are taking it easy.

    They want to be in and out with no fuss. The food is secondary to getting back to whatever they were originally doing.

  • We suggest:

    Less, but better.

    If you want to appeal to ease, start by respecting your diners’ time. Simplify the ordering process by giving fewer, better options and some basic recommendations. Remember, these diners are looking for somewhere they can rely on, so if you can remember them, they’ll likely be with you for life.

  • 0% of diners want the healthy option.

    They’re conscious of the choices they make, and how they’ll impact their mind and body.

  • Let them work it out.

    These diners aren’t afraid to put in the hard yards when it comes to figuring out what to eat. Where possible, ask them questions about preferences, and allow them to customise wherever they can. Share what’s in your food, and focus on seasonal, local, and fresh ingredients. A little hard work now will pay off in the long run.

  • 0% of diners just wanna have fun.

    They love to try new things, explore new places, and eat for entertainment. They’ll travel to the ends of the earth for a great meal, especially if it’s something they’ve never tried before.

  • Put on a show.

    From the food to the fit-out, these diners arrive in anticipation of an experience rich in narrative. So the more details that make this a theatrical performance, the better. Present novel options, and engage them in the story wherever you can. They’ve committed to the experience and understand the associated costs, which means you can charge for the extra effort.

  • 0% of diners are built for comfort.

    They won’t shy away from pampering themselves, indulging a craving, or reliving a certain memory.

  • Make them feel at home.

    These diners are looking to satisfy a craving. They started with a food type or specific ingredient in mind, and then looked for a restaurant that might serve it. They might have planned for this event by saving space or calories or have just come in on a whim because they feel they deserve it. By paying attention to their requests or relating to how they’re feeling, you can probably get them to try just about anything.

Turkey

Want us to attend your food event?

We’d love to! We’re always looking for new events to partner with and find out about your attendees eating habits and decisions around food.

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