The Impact of Meal Missions

MAY 2024

Specificity is the key to unlocking opportunities within trip-based segmentation.

The benefits of getting specific

Rooted in segmentation methodology, the meal missions were created to evolve and deepen our understanding of restaurant trips beyond service mode and meal type. Meal type is most influential for when a visit will happen, while the other five factors shape where and how to optimize the visit.



An industry standard “one-size-fits-all” model generally uses only two data variables to identify customer growth areas.


  • Service Mode
  • Meal Type 

Why this may not work:

Too high level and misses areas of differentiation


Meal Missions

Coca‑Cola’s new multi-dimensional model that uses six data variables from DINE360 plus analytical modeling/clustering to divide visits into uniquely targetable meal missions.


  • Service Mode
  • Meal Type 
  • Channel 
  • Planned/Unplanned Visits
  • Order Method
  • Trip Companion

Why this works:

This approach acknowledges trip differences at a more granular level (experiential, behavioral, and physical) and makes them more targetable.

8 Segments & 23 micro-segments

While there are only eight segments, those segments go further into 23 different microsegments—defined by even more granular and actionable level.

Infographic showing the segment breakdown mentioned in the paragraph above it, as follows: Breakfast (sub segments: Quick and Restaurant), Lunch (sub segments: Routine and Social), Dinner (sub segments: Daily Options and Special Occasion), Snack (sub segment: Snack Break), and Bev Only (sub segment: Beverage Pit Stop)

No meal mission—macro or micro—dominates the trip landscape

Infographic showing percentages associated with the aforementioned segments: Quick (9%), Restaurant (10%), Routine (19%), Social (5%), Special Occasion (3%), Daily Options (23%), Snack (13%), and Bev Only (18%).

Source: Coca‑Cola DINE360 Survey, Annual 2022 (12 Month end December)

Uncovering trends

By breaking down occasions into such specific segments, we can track changes in each area.

For example, the onset and lingering effects of the pandemic unfolded in unique ways through multiple segments. Pre-order to go and delivery dinner spiked during the pandemic but continued to remain high even after the pandemic.

Ensure the tactics you've implemented are sustainable long term and not simply reactionary to how rapidly this space arose. Meal Missions allows Coca‑Cola to spot evolving trends more effectively, giving the opportunity to grow together. ■

Bar graph showing micro meal mission notable share shifts from 2019 to 2023, for six categories: QSR planned breakfast, FSR/Fast casual restaurant breakfast, Family dine-in lunch, Pre-order to go/delivery dinner, Drive-thru dinner, and Dine-in or pre-order snack.

Source: Coca‑Cola DINE360 Survey, Annual 2019-2023 (12 Month end December)


Discover more through the lens in the articles below.