What Do Consumers Want?
Short answer: Everything. But a closer look at recent shifts in consumer attitudes, behaviors and restaurant usage reveals some surprises. Consumers were forced to drastically change their habits during this challenging time, and the new diner mindset is still evolving. Although convenience, variety, great service and terrific food will always be priorities, there are other areas of guest experience and brand image that must be addressed to meet current and future consumer demands.
Since joining Technomic in 2010, Rich Shank, vice president of Research & Insights, has led the growth of Technomic’s proprietary consumer research practice. He has conducted a diverse number of studies that span from consumer journeys and segmentation to menu optimization and pricing analytics. In his time at Technomic, he has been instrumental in launching our Ignite consumer brand tracking service, our concept testing product and our restaurant pricing practice.
Rich has more than 20 years of industry and academic research experience that spans the long-term care, mental health services, distribution and foodservice markets. He has a Master of Arts degree in sociology from Rutgers, The State University of New Jersey. He earned dual Bachelor of Arts degrees in psychology and sociology from Indiana University-Purdue University at Indianapolis.