Olive Garden is a chain of casual dining restaurants offering classic American-Italian cuisine including pasta, ravioli, lasagna, gnocchi, minestrone, seafood, etc.
Olive Garden has more than 900 locations across the United States and has developed a loyal customer base that is a testament to its success. But who is its target market? And why do they love its food so much?
In this article, we will explore the Olive Garden target market and understand what attracts people to this restaurant chain over others.
Who is the Olive Garden Target Market?
To best understand the Olive Garden target market, we need to first understand who likes casual dining restaurants and secondly why they choose Olive Garden over a multitude of alternatives that are probably available to them.
This way we focus on the customer’s need to eat a good but fast sit-down meal and their motivation to go to Olive Garden.
By understanding their needs and their wants we can appreciate their motivation to select Olive Garden and to spend their money on a good meal there.
Such an analysis gives us the following segments of the Olive Garden target market:
- People who love Italian food
- People who specifically love the food at Olive Garden
- People looking for great food that’s reasonably priced
- People looking for an easy and casual place to eat
- People who appreciate quick and efficient service
- Parents looking to take the kids to a fun place to eat
- People looking for a place to meet friends over a meal
- People who like a restaurant with broad menu options
- People looking for a takeaway meal
- Office workers looking for a quick bite
Let’s look closely at each of these segments of the Olive Garden target market.
#1. People who love Italian food
This segment of the Olive Garden target market is the most obvious. People who love classic Italian or American-Italian fare like pasta, salads, ravioli, lasagna, ravioli, etc. are going to be naturally drawn to a restaurant like Olive Garden that specializes in them.
Having said that, it’s important to note that these people are looking for a place that serves great Italian food, but they are not specifically looking for Olive Garden.
In other words, they are not necessarily brand loyal to Olive Garden, they just want good Italian food and would willingly go to another restaurant that can give them what they want.
#2. People who specifically love the food at Olive Garden
What’s interesting about this segment of the Olive Garden target market is that they are not just looking for any restaurant, they specifically want the food from the Olive Garden.
This indicates a higher level of brand loyalty than the previous segment. These people have probably tried Olive Garden before and liked it so much that they want to keep coming back for more.
The key to attracting this segment of its target market, Olive Garden needs is to ensure that the quality of the food remains high and consistent.
If these people have a bad experience at Olive Garden, they are likely to switch loyalties to another place.
#3. People looking for great food that’s reasonably priced
People looking for great food that’s reasonably priced is another segment of the Olive Garden target market. These people are looking for value and they want to get the most bang for their buck.
Olive Garden is a great option for these people because they offer high-quality food at very reasonable prices. People in this segment are usually willing to sacrifice some amenities (like atmosphere) in order to get a great meal at a good price.
They may even simply buy the food to go instead of sitting down and eating at the restaurant.
#4. People looking for an easy and casual place to eat
For those who prefer to sit down and relax while they eat their pasta or salad, Olive Garden is still a great option because it’s an easy and casual place to eat.
People in this segment are looking for a place where they can just sit and enjoy their food without having to worry about anything else.
The casual atmosphere of Olive Garden is perfect for these people and they are likely to become regular customers if they have a good experience.
#5. People who appreciate quick and efficient service
Most people who go to a place like Olive Garden are looking for quick and efficient service. They may not be in a rush to leave but they don’t like waiting for their drinks or food either.
These days no one has the time or patience to wait around for their food and Olive Garden is known for being quick and efficient. This is a major selling point for this segment of the target market.
The staff at Olive Garden is known for being friendly and helpful, which also goes a long way with this segment of the target market. They want to be served by someone who is happy to be there and who is going to make the experience as enjoyable as possible.
#6. Parents looking to take the kids to a fun place to eat
Taking kids out to dinner can be a challenge but it’s something that parents have to do from time to time. When they are looking for a place to take the kids, they want somewhere that is fun and affordable.
Olive Garden is a great option for parents because it’s a place that kids will enjoy and the food is often worth the price.
This segment of the Olive Garden target market is also looking for a place that is kid-friendly and where they won’t have to worry about their kids making a mess.
#7. People looking for a place to meet friends over a meal
This segment of the Olive Garden target market is looking for a place to catch up with friends over a meal. They want somewhere that is comfortable and where they can relax and enjoy some good food and conversation.
The Olive Garden is a great option for these people because it has a relaxed and comfortable atmosphere. The food is also good quality, which makes it the perfect place to meet up with friends.
#8. People who like a restaurant with broad menu options
Many people prefer to go to a restaurant that has a broad menu so they have more options to choose from. This group of people does not like to be limited in their choices and they want to be able to find something that they will enjoy.
Olive Garden restaurants have a wide variety of menu items to choose from. What this also means is that there is something for everyone, which makes it a great place to go with a group of people.
Also, people who like many options on the menu are likely to be frequent customers because they will never get bored with the food. They can always find something new to try, which keeps them coming back.
#9. People looking for a takeaway meal
When someone’s in a hurry and is looking for a quick meal, they often turn to fast food options. However, there are times when people want something that’s better than fast food but can still be taken away and eaten at home.
This is where a restaurant like Olive Garden comes in. Their food is made fresh and they are way up from fast food options. So with Olive Garden people can have the best of both worlds – amazing food but that can be eaten at home without cooking.
This segment of the Olive Garden target market looks for convenience without sacrificing quality and they are willing to pay a little bit for it.
Olive Garden’s takeaway menu is perfect for people in this segment of the market.
#10. Office workers looking for a nice lunch
When someone at work needs to grab a quick lunch or snack, they often turn to the vending machine or the office cafeteria. But sometimes these options are not very appealing and people crave something better.
Olive Garden is a great option for office workers who are looking for a good meal that isn’t fast food and yet doesn’t take too long to be served or eaten.
So an Olive Garden restaurant that is close to an office building is likely to get a lot of business from people who are looking for a good, satisfying meal. Olive Garden can be great for groups of people from work going out together for lunch.
To attract this market, Olive Garden competes not just with other similar restaurants but also with smaller fast-casual restaurants like Panera Bread, Pret a Manger or Chipotle.
Conclusion
The Olive Garden target market includes people who both love classic Italian food like pasta but also specifically love the food at Olive Garden.
People who are looking for a satisfying meal also find themselves going to an Olive Garden restaurant if it’s convenient. Another point of attraction is the quality of service.
Parents looking for a place to take kids to eat also like Olive Garden for the many options that it has that kids tend to love without complaining a lot. Likewise, people who like the broad menu options also find Olive Garden a good place to eat.
For many, quick service is a vital point of differentiation between restaurants, and this segment of the Olive Garden target market appreciates the quality and speed of service that they get there.
When looking for a place to meet friends, hang out, and enjoy a nice meal together, people often meet up at a Olive Garden restaurant. They can be sure to get a reasonably priced but tasty meal – a perfect option between fast food and fine dining.
Finally, people who want to eat a great meal at home without cooking, and office workers looking for a place to go with colleagues, also appreciate Olive Garden for its great balance between price, quality and convenience.
