Target Audience

Development
By MaiLei Meyers
 What’s on the menu?
■ Demographics
■ Psychographics
■ Target Audience
Recommendations

■ Target Persona
■ Media Implications

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 Demographic Categories
1 Chick-fil-A Customer Base vs. the Total U.S. Population
19.7% of the total U.S. population is a Chick-fil-A customer

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 Demographic Categories Overview

65+
11% 18-24
59% of 55-64 17%
■ Age Chick-fil-A’s 13%
59%
■ Geography customers
45-54
25-34
23%
■ Education level are ages 18-
44. 17%
■ Household income 35-44
■ Parental status Age Index
19%

■ Additional Considerations
■ Gender 65+ 59 Consumers ages
■ Ethnicity 55-64 74 18-44 are 29%
45-54 96 more likely to visit
35-44 115 Chick-fil-A than
average. (129
25-34 131
combined index)
18-24 143
0 50 100 150 200

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 Geography and Education Level

■ People in the South are 73% more
likely to visit Chick-fil-0A than
average (173 index).
■ 65% of Chick-fil-A’s customers are
in the South.
■ College graduates and above are 22%
more likely to visit Chick-fil-A than
average (122 index).
■ 35.5% of Chick-fil-A’s customers
have graduated college or more.

GEOGRAPHIC INDEXESGEOGRAPHIC REGION Education Level Indexes

NE Did Not Grad HS 64
West 8% Did Not
Graduate
WEST 64 15% Midwest HS Grad 82 7.0%
HS Graduated
12% Attended College 111 Graduate
25.5%
College+
35.5%
SOUTH 173
College Grad+ 122
MIDWEST 58 Attended
South College
65% 32%
NORTHEAST 44
EDUCATION DISTRIBUTION

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 Household Income and Parental Status

■ 35% of Chick-fil-A’s customers live in ■ 57% of Chick-fil-A customers are

households making $100K+ per year. parents.
■ Households with an income of ■ Parents are 7% more likely to visit
$100,000 or more are 22% more likely Chick-fil-A than average (107 index).
to visit Chick-fil-A than average (122
index).
PARENTAL STATUS
HOUSEHOLD INCOME

Less than $20K $20K-$40K $40K-$60K

No
$60K-$100K $100K+ HOUSEHOLD INCOME Kids
Kids PARENTAL
INDEXES 43%
57% INDEXES
9%
Less than $20K 68
35% 15%
$20-$40k 99 No Kids 92
$40K-$60K 99
16%
$60K-$100K 103 Kids 107
25% $100K+ 122

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 Demographic Creative Considerations

■ Only 16.5% of all Chick- ■ 54.9% of Chick-fil-A

fil-A customers are customers are female, but
Black, but its its index of 106 is just
significant index of 137 short of significance.
makes it a notable
category.
■ For interest
segmentation, choosing
one gender to focus on
ETHNICITY INDEXES
aids in forming a detailed
persona.
Other 81
GENDER INDEXES
Hispanic 81

Asian 81 Female 106

Black 137
Male 93
White 98

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 Demographic Categories Recommendation

Parent $100,000+ Graduated Geography: the 18-44

■ Customer Base: Income College South ■ Customer Base:
54.9% ■ Customer Base: ■ Customer Base: ■ Customer Base: 59.2%
■ Index: 106 35.5% 35.5% 65.1% ■ Index: 129
■ Creative ■ Index: 122 ■ Index: 122 ■ Index: 173 ■ Creative
Consideration: Consideration:
Black or African Female
American ■ Customer
ethnicity Base:
■ Customer 54.9%
Base: ■ Index: 106
16.5%
■ Index: 137

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2 Psychographic Categories

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Psychographic Qualities Overview

■ Spiritually Savvy
■ Weight Waverer
■ Social Shopper
■ Family-Focused
■ Nostalgic Sports Fan

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 Their faith is a core part of who they are. They seek out
Spiritually Savvy organizations that reflect similar values. This is a family
ideal, crossing many generations.

■ Member of a church, temple, synagogue, or mosque.

■ 41.8% of customers
■ Index: 141
■ Conservative
■ 45% of customers
■ Index: 124
■ It is important to attend religious services
■ 37.9% of customers
■ Index: 125
■ Evangelical Christian
■ 22.6% of customers
■ Index: 130
■ Faith is really important to them.
■ 45.3% of customers
■ Index: 123

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 They take their meal times for granted and gain weight
Weight Waverer without realizing it from repeat unhealthy choices. They
often have a method of working it off, but don’t stress long
term.

■ Busy schedule doesn’t allow them to take care of

themselves as well as they should.
■ 14.3% of customers
■ Index: 121
■ Fast food fits busy lifestyle
■ 7.5% of customers
■ Index: 129
■ Snacks between meals
■ 28.9% of customers
■ Index: 111
■ Uses an app or website to track calories and/or exercise
■ 7.1% of customers
■ Index: 136

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 They have the disposable income to shop wherever they
Social Shopper please. They see shopping as an opportunity to bond with
friends and establish a social reputation.

■ Sometimes post ratings or reviews online for other

consumers to read
■ 6% of customers
■ Index: 170
■ Confident spenders
■ 22.3% of customers
■ Index: 122
■ Like to follow their favorite brands or companies on
social media and networking websites
■ 8% of customers
■ Index: 163
■ More likely to purchase products they see used or
recommended by friends on social media and
networking websites ■ Prefer shopping with their friends
■ 5.7% of customers ■ 8.3% of customers
■ Index: 175 ■ Index: 123

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 They are the primary caretaker of their child(ren). They take
Family Fun Planner pride in being active in their kids’ lives and enjoy finding new
experiences that make for fun memories.

■ Enjoy watching television with their children

■ 14.8% of customers
■ Index: 120
■ Members of the local Parent Teacher Association (PTA)
■ 5.3% of customers
■ Index: 152
■ Likes to try things no one else has
■ 10.1% of customers
■ Index: 114
■ Enjoy trips to the zoo
■ 29.7% of customers
■ Index: 143
■ Regular movie theater goers
■ 7%
■ Index: 119

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 Some of their best years were spent rooting for their
Nostalgic Sports Fan collegiate athletic teams. Following sports has now
become a family-wide hobby and social opportunity.

■ Active in fantasy sports leagues

■ 10.1% of customers
■ Index: 171
■ Enjoy tailgating
■ 13.1% of customers
■ Index: 190
■ Very interested in college football
■ 26.3% of customers
■ Index: 157
■ Very interested in college basketball
■ 15% of customers
■ Index: 157
■ Rely on their cellphones to keep up with news or sports
■ 14.4% of customers
■ Index: 139

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 The Quintessential Customer
Target Persona

Name: Tara Johnson

Age: 29
Occupation: Stay-at-home mom, part-time HR consultant for a
local business
Income: Joint $115,000 with her husband, Beau
Key Interests:
■ Caring for her daughter, Zoey (7 y/o)
■ Shopping with friends
■ Hosting a bible study group
■ Watching University of Alabama football
■ Reading and writing online product reviews
Education: B.A. Human Resources from the University of Alabama

Tara’s days begin with prepping Zoey for school. Depending on the day, Tara heads from school drop-off to a PTA volunteer
event or the mall with friends. She squeezes in a fast lunch before jetting off to the church bible study she hosts.

She’s always online, looking for deals or tracking her family’s favorite sports teams. Tara knows her busy schedule doesn’t
allow for a quality diet, but prioritizes activities over daily meal cooking time. She treasures her friendships and the
reputation she has formed for herself and her family within their community. From Crimson Tide game days to family zoo
outings, Tara loves taking charge of life’s best moments.

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 A Media Day in the Life of Tara Johnson
6 a.m.: Day Prep Lunch
Tara’s day begins. She gets Zoey Tara detours to the mall to window shop for
ready for school with kids programming a few minutes. She stops wherever is
on the kitchen TV during breakfast. She fastest for lunch and reads a book while
follows the news using Twitter on her eating. She stops at a magazine stand and
home tablet. She uses music streaming buys the latest copies of Essence and Parents
service, Slacker, to keep herself magazines before leaving.
entertained in the car.
172
177 162 127 160 166
152
11 p.m.: Late Night + Bedtime
Morning Afternoon
Between running home errands and to PTA Home early and ready for bible study,
meetings, Tara switches on her favorite Tara relaxes and watches a rerun of
Contemporary Christian radio stations. She Community. She usually can’t watch it
continues to check her phone on the go for during the day with Zoey around,
sports updates and kids activity ideas via making this a treat. Before everyone
social media. arrives, she even has time to post a
review on Facebook of her last purchase
from Hobby Lobby.
196 123
172 168 160 175 263
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Evening
Tara picks up Zoey and they hang out at
home until Beau is done with work. She
turns on Nickelodeon for Zoey to watch until
it’s time to meet Beau at the movie theatre.
They see the family film, Smallfoot, where
Tara pays special attention to trailers for
upcoming releases.
133
153 119
The family gets home around 9:15 p.m. Beau
puts Zoey to bed while Tara relaxes and
updates her fantasy football team bracket.
They wind down and watch Late Show with
David Letterman in bed. They watch late
night TV every night before bed as a way to
spend time together. Lights out at 11 p.m. to
start another busy day!
136
171
123
Thanks!
Any questions?

Contact me:
■ meye2282@umn.edu

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