All about
You don’t care about prices – you care about quality, reputation and prestige! That’s not to say you wouldn’t sit down in a pub with a nice pint, it just means that the pub and pint need to be the best that London can offer. You have a terribly busy lifestyle packed with entertaining clients and back-to-back business meetings, who has time to cook? Not you! That’s why you tend to eat out regularly and since you can expense most of it, why not try the expensive red or the best filet mignon the restaurant can offer? You deserve it after all!
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Typical demographics
Age
19% are 45-54 years old
Gender
60% Male, 40% Female
Affluence
High: £50,001 - £100,000+
Employment
63% are white collar
Parents
49% are parents
Out-of-home behaviour
13%
Proportion of all drink-led visits that are made by this group
12%
Proportion of all food-led visits that are made by this group
80%
Eat out weekly
57%
Drink out weekly
£251.37
Average monthly spend
Business Class Seekers spent 191% more than GB monthly avg.
Top 5 drinks consumed
1. Wine
2. Coffee
3. Soft drinks
4. Lager
5. Tea
Adoption of trends
Repertoire
Repertoire shows the number of drinks categories or brands that this segment typically switches between.
Attitudes & behaviours
Key drivers
What drives Business Class-Seekers to venues for food?
What drives Business Class-Seekers to venues for drinks?
All the consumer groups
Business Class-Seekers
Big spenders on food and drink whether on business or with the family. They think nothing of dining out, and trips always include a meal somewhere.
Trending Tastemakers
Busy, but always make time for eating and drinking out. They're first to visit the latest trendy place and tell you about it on social media.
Mainstream Minded
Social media users to whom going out means drinking in the most popular places. However they tend to save it for the weekend with a more health-focused mindset during the week.
Sparkling Socialisers
Like to wine and dine out with friends in upmarket casual dining restaurants when the opportunity arises. Great service and good quality food and drink are incredibly important, which is why they generally opt to eat out in places that are tried and trusted or places that come highly recommended.
Family Pit Stoppers
They've normally got the kids with them, so look out for a quality, quick bite while they're out and about.
Confident Conformists
Fairly comfortably off, they follow trends and regularly eat and drink out, often in pub restaurants with a glass of wine.
Comfortable Sceptics
Likely retired with time on their hands, they regularly seek out coffee shops during shopping or other trips, choosing familiar places as they can be wary of trying something new.
Carefree Dolce Vitas
Empty-nesters, discerning and health-conscious, they frequently enjoy meals out with family and friends, invariably with a glass of wine.
Steadfast Sippers
They've got their favourite places, rarely push the boat out, and prefer to stay close to home.
Cost Conscious Champions
Unfussy, but wary of trying somewhere new, they always look carefully at the price. However they will be strong advocates for places they do enjoy.