PsychoCulinary Profiling

Not all food lovers are the same.



PsychoCulinary profiling was first identified by the World Food Travel Association as a way to explain how people make different food purchase decisions. For some, the eating experience is more about the bragging rights of experiencing the most exclusive restaurants. For others, it could be more about the ambiance or whether the restaurant uses locally-sourced ingredients. We eventually identified 13 major categories of foodies, and applied this understanding in research for our 2010 State of the Industry Report, where we assessed 11,235 consumer food-lovers in nearly 100 countries.

The 13 PsychoCulinary profiles are: Adventurer; Ambience; Authentic; Budget; Eclectic; Gourmet; Innovative; Localist; Novice; Organic; Social; Trendy; and Vegetarian.

Findings from our 2010 report confirmed our suspicions with tangible, quantifiable data. It was a revolution in how we understand food-loving consumers. The implications in marketing for both destinations and foodservice business professionals is profound.

Because people like variety and food lovers are not all the same, consumers can have up to 3 (out of the 13) major PsychoCulinary profiles. The same logic applies to destinations. For example, someone whose own profiles are Adventurer, Localist and Budget will respond favorably to a destination with the same profile. That same person would struggle to enjoy a destination whose profiles are Gourmet, Trendy and Innovative. Marketing to the wrong kind of foodie costs you time and money, and in today's highly competitive marketplace, you cannot afford to waste either of these precious resources.


Our PsychoCulinary profiling research includes the following features:

  • Original primary research of your destination
  • Optional in-person presentation of findings to your stakeholders
  • Data analysis
  • Final PDF report with action items, recommendations and next steps


Enjoy the following benefits from our PsychoCulinary profiling research:

  • Understand how to best position your destination to lure food travelers
  • Refine products and travel product packaging to appeal to the right kind of foodies
  • Learn which foodies your destination should be targeting
  • Save time, money and effort by learning which kinds of foodies you should target
  • Avoid bias with our Impartial third-party expert analysis
  • Evidence-based recommendations, not theoretical academic discourse
  • Professional, high-quality research and analysis for a fraction of the cost of the big firms