Marketers would call your car commuter segment an "occasion." Perhaps more than finding new demographic segments (age/race/income/etc), food bev & QSR look for

Marketers would call your car commuter segment an "occasion." Perhaps more than finding new demographic segments (age/race/income/etc), food bev & QSR look for novel "occasions" like car snack, desk grazing, pre/post-workout, airport indulgence, social apertif, etc to drive sales growth (One might also think of "functional foods," "mood boosters" etc which are neither an occasion nor a demographic. Perhaps these in particular are closer to a true JTBD)