Persona

Democratic Diner Appreciate good things, but avoid the fuss. Most salient needs: A gathering place ‘open to all’ that isn’t ranked on arbitrary distinctions of an elite notion of cuisine and drink. Rather, a place where the food and beverage are based on merit with a deep respect for craftsmanship. Specific qualities of thinking: - Appreciation for hard work, beauty, excellence and gratitude. - Artistic, intuitive and sensitive. - Aren’t really bothered by rules or social convention in an attempt to conform. - Easy going, good natured and enjoy being with others. Specific qualities of behaving: - While they might spend more for something that reflects craftsmanship (i.e.

Apple products), they don’t believe price should automatically infer quality. There’s something honest to them when it’s both well-crafted and accessible.

- They might regularly drink Blanton’s Single Barrel Bourbon, not because it’s considered premium, but they genuinely value the attributes and process by which it is made. However, they are glad it’s somewhat affordable so they can enjoy it more as a part of their life’s routine. It’s unlikely they’d find an occasion to buy Old Rip Van Winkle, but would jump at the chance to try it and learn more about the attributes and process.

- They know when something tastes great and can recognize the work of someone that appreciates their craft, but probably wouldn’t classify themselves as a foodie. There’s something elitist in that term, which they reject. While they’re just as likely to advocate how great the ‘X item’ was, they’re typically more interested in learning new things, expanding their horizons and the pure enjoyment, not to use any of this as a status or definition of who and what they are.

Things they might say: - “Great place for almost any occasion: date, nice dinner with family, meet

friends for a drink, etc.” - “Whatever you order, it will be good for sure.” - “It’s always a good mix of decent people.”

Last meal on earth: Cast-Iron Cornish Hen with olives and preserved lemon.

“Food Fashionistas” Seekers of the new and unique. Want to be associated with the best. Most salient needs: Things that reflects the best of the moment, inspired by the expert opinion leaders they look to. The things they buy and do form their image, and are evidence of the beliefs they want to project. Specific qualities of thinking: - Purchases should be notable for something. Purchases are statements. - Credibility is set by a notable figure or opinion leader they know and respect. - Criticism is how to measure the best (a life of dualities - good/bad). - Image formation and maintenance are important. Specific qualities of behaving: - Cool hunting to intercept trends is an important part of their daily routine. - They aspire to be in the group of ‘early adopters’ of whatever is likely to be cool

or trendy. - They are relatively easy to influence, since their knowledge and experiences

don’t run very deep. - They might currently drive a Prius because it was a chic, environmentally

friendly, affordable purchase at the time they bought it. Today, if they had the means, they’d love to own a Tesla Model S or the soon to be released Tesla SUV.

- New and unique are keywords for them. However, they struggle with new versions of classic items. For example, the new hot brunch spot serves French toast that many people are raving about, but when she had it, she found it to taste great, but criticized the much higher price compared to the old-fashioned breakfast place she’s gone for years. On the other hand, if it were French toast served in the form of bread pudding, she’d be raving to everyone about it, almost no matter what the price would be.

Things they might say: - “The X was amazing. The Y was great. This place is amazing.” - “Best X ever! I think it was the Y ingredient.” - “Wow! Amazing, amazing!” - “The X was okay. I feel I can probably find something similar at ABC.” Last meal on earth: Anything foie gras or sushi.

Cultural Sophisticates Food is about pleasure, full of new flavors and experiences. Most salient needs: High-volume consumers of worthy foods. Their above average levels of cultural and economic capital make them highly-knowledgeable connoisseurs of food, with concern for quality that is measured as objectively as possible. Specific qualities of thinking: - Obsessed with food. Consume serious food on a daily basis. - Interested in the purity, integrity and overall excellence of the food. - Cherish authentic and exotic foods. - Vigilant in their search for new textures, flavors, intensities and tastes. - Love going to new restaurants, but X is their favorite place. Specific qualities of behaving: - They have friends they regularly meet for dinner, whether it be a new restaurant

or a weekly trip to their favorite mainstay (ex - Angelini Osteria). - Food critics are helpful in weeding out places they’d likely not enjoy, but friends

are an even better source of what’s new and great. - Le Bernardin would likely be on the list when they’re in NYC or St. John when in

London, as they’re always reliable. And they thoroughly enjoy the food adventures in the yearly vacations. Last year it was Emilia-Romagna, Italy, and the year before was Vietnam. These trips are always enlightening, but they enjoy even more sharing their finds when they get back home and have friends over for a dinner they prepare.

- They’re intimately aware of the sources of their food, as well as the stories behind it’s cultivation and preparation.

Things they might say: - “I love vibrant food.” - “No matter the type of place, impeccably prepared food and superb service

always impress me.” - “I love food … new flavors, new experiences.” Last meal on earth: Zuni’s Roast Chicken with Bread Salad.