If you are looking to start a seafood restaurant, and are wondering who your target market is, you have come to the right place.
The obvious target market for seafood restaurants is people who love seafood. But the market is more nuanced than that. There are different types of seafood and not all people like all types of seafood. Some people even have allergies to certain seafood. And then there are people who will eat seafood even though they are not crazy about it but because it’s good for them.
In this article, we will analyze the target market for seafood restaurants from different angles so that you can decide what types of customers you would like to attract to your seafood restaurant.
How do you describe a seafood restaurant?
Before we go too far into the topic of defining and understanding the target market for seafood restaurants, it would be best if we could first describe a seafood restaurant.
A seafood restaurant can be best described as a restaurant that specializes in seafood dishes. These restaurants usually have a wide variety of seafood items on their menu, including fish, shellfish, and crustaceans.
Seafood restaurants could also specialize in seafood from certain regions. For example, a Cajun seafood restaurant would serve dishes that are common in Louisiana, while a New England seafood restaurant would serve dishes that are common in the Northeastern United States.
Regional specialties can also dictate what type of fish goes on the menu. For instance, the Cajun seafood restaurant we mentioned above could serve catfish or crawfish while the New England seafood restaurant will likely have cod and lobster on the menu. Similarly, a seafood restaurant specializing in fish from the Pacific Northwest will without a doubt have salmon on its menu.
What is the target market for seafood?
To understand the target market for seafood restaurants we must first understand who likes seafood because those who buy and eat seafood at home are also likely to go to restaurants for it.
People who eat seafood can be categorized into the following market segments:
- People who love seafood
- People who eat seafood for its nutritional value
- People who need protein but do not eat meat
- People who are trying to eat healthier
- People who are allergic to meat
People who love seafood are the most likely candidates to visit a seafood restaurant. They are also the most likely to order multiple seafood items and visit the restaurant more than once. Because they love seafood and are probably picky about it, they are also less likely to forgive a less-than-perfect experience.
People who eat seafood for its nutritional value are also good target customers for seafood restaurants. Seafood is a good source of protein and is low in saturated fat, making it a healthier alternative to red meat.
This target market also includes people who are trying to lose weight, people who are trying to improve their cholesterol levels, and people who are trying to reduce their risk of heart disease. This group of people can be broadly included in the target market for healthy food.
People who need protein but do not eat meat are another target market for seafood restaurants. These customers may be pescatarians who are looking for a protein-rich alternative to meat.
Finally, people who are allergic to meat are also a target market for seafood restaurants. These customers may like meat but cannot eat it and so look for alternatives that accommodate their dietary restrictions. Such people are not the strongest target market for seafood restaurants as they are just as happy to go to any restaurant that has one or two seafood options on the menu.
Target Market for Seafood Restaurants: What do they look for?
In the previous section, we saw one way to segment the target market for seafood restaurants. People’s decision to select one seafood restaurant over another largely depends on which of these segments they belong to.
For example, people who love seafood are more likely to be attracted to a restaurant that has a wide range of seafood options on the menu. They may also be interested in learning about new types of seafood and trying out something new. These people are foodies and are often willing to pay more for better food. They will be attracted to seafood restaurants that are also fine dining establishments.
People who eat seafood for its nutritional value are looking for a restaurant that serves fresh seafood that is cooked in a healthy way. They look for options on the menu where the fish is steamed or baked rather than fried. They may also be interested in restaurants that offer seafood options that are low in calories or fat.
People who eat seafood primarily as a source of protein will look for high-protein options on the menu. This could be fish like tuna, anchovies or salmon. They may also be interested in vegetarian high protein options like tofu and lentils.
People who are trying to eat healthier look for a seafood restaurant that offers healthy choices such as grilled or baked fish, salads, and soups. They may also be interested in restaurants that offer vegetarian alternatives as well. Since they are interested in getting healthier, they may look for organic options and wild-caught fish.
Finally, people who are allergic to meat look for seafood restaurants that can accommodate their dietary restrictions. They may also be interested in restaurants that have a variety of seafood options as well as other menu items such as salads and soups. They may also want restaurants where the is no risk of cross-contamination with meat products.
When deciding the location, the menu, and the advertising and marketing plans for your seafood restaurant pay close attention to the market segments you wish to attract so that you can offer something that caters to their needs.
Summary
When it comes to target markets, seafood restaurants usually target people who love seafood. This includes people who are willing to try new things and are adventurous eaters. Seafood lovers often have a strong preference for certain types of seafood and once they like a restaurant they tend to visit it often. And they are also more likely to refer it to their friends and family.
Apart from seafood lovers, seafood restaurants can also target people who primarily eat seafood for its nutritional value or those who simply eat it as a source of protein other than meat.
A very attractive market segment that seafood restaurants can target includes people who are trying to get healthier either by losing weight or reducing their cholesterol or reducing their risk of heart disease. Such people are usually wary of eating out but can be attracted to seafood restaurants for the perceived health benefits of seafood.
Finally, a small but growing market segment that seafood restaurants can target is people with allergies to meat products. These people often have a difficult time finding restaurants that can accommodate their dietary restrictions but are willing to try new places if they know the restaurant can meet their needs in a safe way.