Acumen restaurant is located on Collins St, on the eastern end of the street and close to

shopping, fashion precincts and theatres. It also has many tourists as customers. Given this
information, research two customer segments that are likely to visit Acumen Restaurant. A
customer segment is a group of customers with similar characteristics who share common traits
and motivations that lead them to make choices in a certain way when they're looking for
something or buying something. Most customers fall into more than one segment but will tend to
have a dominant preference for one or two (Acumen uses Information Design Lab, 2017). Using
customer insight data from your research into Acumen, here’s how you could identify customer
segments:

Acumen’s current customer profile is mostly made up of middle-aged affluent people who enjoy
going to the theater and visiting fashion boutiques. The restaurant can also attract tourists since
it's close to Federation Square, with its major tourist attractions such as Hamer Hall and the
animated fountain. Acumen Restaurant has many customers that are between the ages of 40 and
60, with a purchasing power to afford more expensive menus and meals. They also have a very
wide range of food preferences as they are of Anglo-Saxon origin (23%) , Australian Origin
(30%), English Origin (15%), Irish Origin (20%) and Scottish origin (8%). Acumen Restaurant
also has a large number of tourists visiting Melbourne who are seeking out restaurants offering
an authentic cultural experience. This would include menus with exotic combinations of
flavours or dishes that offer something different from their home country standards. Therefore,
Acumen Restaurant should incorporate international ingredients such as tamarind, coconut milk
and sea salt onto the menu to attract these types of customers. Additionally there should be two
customers segmented for lunch and dinner meals: 1) Business people from nearby offices
looking for fast service but still want variety on their menu or want to try something new without
having to wait too long 2) Weekday lunches: People in the area not wanting to spend too much
time at lunch but still enjoying delicious food and good service.