How to define your target diner profile

First, get specific about your ideal customer

You can't be everything to everyone, and the most successful restaurants know exactly who they're for. Your first step is to define your 'target diner profile' – a detailed picture of your single, ideal customer. Think of this person as your guide; every decision you make, from the font on your menu to the music you play, should be made with them in mind.

Why is this so important?

A clear diner profile stops you from guessing and helps you focus your energy and money where it counts. It directly informs your most important decisions, helping you to choose the right location where your customers live or work, design a menu they're excited to order from, and create marketing that speaks their language.

How to build your diner profile

To bring your ideal customer to life, grab a pen and paper and answer these key questions. Be as specific as you can. It can even help to give them a name and find a stock photo to represent them.

• Who are they? Think about demographics. What's their approximate age? What do they do for a living? What's their likely income level (e.g., student on a budget, young professional, affluent retiree)?
• What are their dining habits? How often do they eat out? Are they grabbing a quick solo lunch during the week, having a relaxed dinner with a partner, or looking for a place for a big family celebration on a Sunday?
• What do they value in a restaurant? What's most important to them? Is it speed and convenience, value for money, innovative and exciting food, a family-friendly atmosphere, or exceptional, formal service?
• Where are they? Do they work in the city centre and need somewhere near the office? Do they live in a specific suburb and want a great local spot they can walk to?
• How do you reach them? Where do they get their recommendations from? Are they scrolling through Instagram, reading local food blogs, or relying on word-of-mouth from friends?

Putting it all together: An example

Let's imagine you're opening a casual pizza place. Your profile might be "Liam, a 28-year-old software developer. He lives in a city-centre flat-share and eats out 2-3 times a week with friends after work. He values a relaxed atmosphere, craft beer, and interesting toppings. He finds new places on Instagram and is willing to pay a bit more for quality ingredients." This simple profile immediately tells you that your restaurant should probably be in the city centre, have a great beer selection, and be active on social media.

Top Tip: Don't be afraid to be specific. Trying to appeal to everyone often results in appealing to no one. A focused customer profile is the foundation of a strong, memorable brand that people will connect with.