12A - Figuring Out Buyer Behavior No. 1

Segment

Since I am looking to open a plant-based fast food restaurant, I picked people who are all into plant-based eating. All of the people I am speaking to also happen to be students.

Interview #1

This person is a vegetarian and is frequently on the go because they are taking a full course load and also work a part-time job. They don’t usually have time to meal prep, so they end up eating rather poorly, be it not eating proper meals or simply scarfing down French fries until they’re full.  They frequently are looking for inexpensive places to eat that have plant-based meals, and there are couple that come close, but nothing like what I have proposed.

Interview #2

This person is a vegan blogger and also notices this problem. She wonders why it is taking so long for more all-plant-based restaurants to pop up considering that the vegan population is growing rapidly all over the world. They usually end up spending unnecessary money eating out to save time.

Interview #3

This person is vegan as well, and often wishes that there was a place that they could get good vegan food prepared for cheap. They expressed to me that they are simply lazy, and missed being able to stop at a place like McDonald’s for food when they were hungry.

They all had the same Google search key words: vegan restaurant near me, cheap vegan food, plant-based, vegetarian restaurant

What I learned:

All of the people I spoke to seemed to have the same understanding of the need for something like what I have proposed. Aside from either just buying the more expensive food or trying to meal prep, these people didn’t really have an alternative.

Conclusion:

Because the group I have chosen to interview is one that leads a very specific lifestyle and is strict about not breaking it, they all tend to act in the same ways. My segment is one with strong beliefs in how they eat.