Target Market

Product category: An exotic salad restaurant (health F&B)

Reference Customer: Evelyn Soo, female, 25 years old marketing executive in a

leading MNC.

25-40,

Attitudes: Adventurous, open to new experience, likes trying out new things if she can
see a viable benefit.

Lifestyle: Has an active and busy lifestyle, balancing work and personal life.

Needs & Motivations: Aspires to progress in life, ambitious and hardworking. Seeks
for approval and appreciation from collogues. Doesn’t mind taking the extra initiative and
putting an extra effort to impress them. . She realizes the need for a healthier diet to
remain energetic and active throughout the day.

Consumption behavior: Evelyn has a busy lifestyle. She has a quick breakfast in the
morning, and quite often she has a late lunch due to client meetings or deadlines. She
comes back home and cooks a light dinner before going to sleep. Due to her busy
lifestyle, she prefers to eat in places with a quick service, affordable food that is
enjoyable and refreshing, balanced and nutritious and can remain fresh for a long time, in
case she decides to take-away. She also prefers to eat in places with nice ambience, with
pleasant music, where she can relax and de-stress.
Quite often she has team lunches, and generally prefers to eat in places which serve both
the vegetarians and non-vegetarians in her team.
Evelyn also prefers eating-out after her weekend shopping.

Connection moments: Evelyn is health conscious, likes to read health tips and articles
in newspapers, magazines etc. Once in a while, she visits gyms and health clubs for a
workout. Evelyn also likes to hang out in Zouk, every Wednesday with her friends and
colleagues from office.

Relationship with the brand: Evelyn and her family have been regular customers of
BreadTalk for a few years now and appreciate the quality and variety that BreadTalk
offers.

Attitudes to the product category: She does love salads and tries to have them as
often as she can. Quite often, she replaces her dinner with a fresh bowl of salad, if she is
too lazy to cook.
She might have a slight hesitation to this product category as she has never had salad as a
main course outside. She also feels that only health conscious, sick or over weight people
tend to have so much salad in their regular diet.

Media & Marketing Activity Usage & Attitudes:

As mentioned above, Evelyn has a busy lifestyle. She travels to office via the MRT and
occasionally takes a cab. She also likes to read magazines such as “Her World” and
“Nuyou”. She also reads the newspaper regularly, especially the health section and
watches the daily news after she gets back from office. She is also an avid internet surfer
and visits local blogs, online shopping portals etc. She also visits her local gym and
health spa, once in a while. She also likes to eat-out quite often with her friends.

Consumer Relationship and Attitudes to Key Competitors: Evelyn likes to eat out.
She likes both western fast food and local delights. Quite often she feels guilty, having
eaten fried and fatty food and wants to change her eating habits. She generally prefers
less crowded places with better service. She does have a restaurant which she visits
regularly, but doesn’t mind trying out places that have opened recently.