Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Consumer Expenditure Survey
- Advertising
- Abbreviations
- Terms
Executive Summary
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- Insights and opportunities
- Important restaurant attributes for Hispanics
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- Figure 1: Desirable features for restaurants, Hispanics, by languages spoken in the home, February 2013
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- Figure 2: Preferences when choosing restaurants, Hispanics, February 2013
- Fast food restaurants
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- Figure 3: Preferences for visiting fast food and drive-in restaurants alone or with others, by race/Hispanic origin, August 2011-August 2012
- Family restaurants and steakhouses
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- Figure 4: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, July 2008-August 2012
- Pizza restaurants
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- Figure 5: Preference for pizza restaurant brands, by Hispanic origin, September 2012
- Marketing strategies
- U.S. Hispanic population
- The Hispanic household
- Hispanic purchasing power
- What we think
Issues in the Market
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- What types of restaurant do Latinos frequent?
- What is a typical Hispanic consumer like?
- How can restaurant operators increase sales to Hispanic consumers?
Insights and Opportunities
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- When it comes to using technology, Hispanics are not far behind
- Eating healthier also appeals to Hispanics
- What Hispanics look for when dining out
Trend Applications
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- Mintel Futures: The Screenage Family
- Restaurants
- The downside?
- Mintel Futures: The Other Side
- Multicultural pages
- Mintel Futures: Access Anything, Anywhere
The Hispanic Foodservice Consumer
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- Key points
- Household size
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- Figure 6: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
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- Figure 7: Total number of households by number of persons in the household—Hispanics vs. all households, 2011
- Households with children shifts dining out focus to family
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- Figure 8: Households with children, by race and Hispanic origin of householder, 2012
- Young families play an important role in the mix
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- Figure 9: Number of households, by race of householder and presence and ages of children, 2011
Hispanic Spending on Eating Away from Home
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- Key points
- Younger Hispanics are most likely to eat out weekly, 55+ most likely to never eat out
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- Figure 10: Restaurant usage and frequency, by age, February 2013
- Despite earning more, Hispanic consumers still seek value
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- Figure 11: Restaurants by type, usage and frequency, by household income, February 2013
- Hispanics who speak an equal amount of English and Spanish frequent restaurants the most
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- Figure 12: Restaurant usage and frequency, by languages spoken in the home, February 2013
Important Restaurant Attributes for Hispanics
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- Key points
- A family-friendly environment and healthier food are most important to Hispanics
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- Figure 13: Influences in choosing a restaurant, by age, February 2013
- Family-friendly environments and healthier kids’ meals matter most to Spanish speakers
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- Figure 14: Influences in choosing a restaurant, by languages spoken in the home, February 2013
- Men with children seek help with entertaining children while dining out
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- Figure 15: Influences in choosing restaurants, by gender and presence of children in household, February 2013
- Restaurant proximity is important to Latinos
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- Figure 16: Influences in choosing a restaurant, February 2013
- Spanish-only-speaking Latinos more likely to order what they crave
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- Figure 17: Consumer behavior at restaurants, by languages spoken in the home, February 2013
Planned Spending Behavior in the Next Year
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- Key points
- Economic concerns will not deter Latinos from spending the same during the next year
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- Figure 18: Intentions for spending more, the same, or less in next year in restaurants, by type, February 2013
- Men with children plan to spend more on restaurants during the next 12 months
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- Figure 19: Intentions for spending more in restaurants by type, by gender and presence of children in household, February 2013
- Hispanics plan to increase spending on food trucks, casual restaurants, and family dining
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- Figure 20: Intentions for spending more, the same, or less in next year in restaurants, by household income, February 2013
Marketing Strategies
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- Key points
- A number of restaurants targeting Hispanics
- Burger King
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- Figure 21: Burger King’s Spanish website
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- Figure 22: Burger King, Sofia Vergara Selling Chicken Strips, April 2012
- McDonald’s
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- Figure 23: Screenshot of McDonald’s Spanish-language website, 2013
- Figure 24: McDonald’s, Breakfast, Dec 2012
- Denny’s
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- Figure 25: Screenshot of Denny’s Spanish-language website, 2013
- Figure 26: Denny’s, Incredible Price, Sept 2013
- Domino’s
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- Figure 27: Screenshot of Domino’s Spanish-language website, 2013
- Figure 28: Domino’s, Not Sharing, Feb 2013
- IHOP
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- Figure 29: IHOP, Pancake Day, Feb 2013
- Red Lobster
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- Figure 30: Red Lobster, TV ad, Jan 2013
Restaurant Improvements Desired by Hispanics
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- Key points
- Those without children value homemade quality; shareable/family-style options important to those with kids
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- Figure 31: Desired improvements at restaurants, by presence of children in household, February 2013
- Women want healthier foods; men want knowledgeable, Spanish-speaking staff
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- Figure 32: Desired improvements at restaurants, by gender and presence of children in household, February 2013
- English speakers want healthier foods; Spanish speakers want Spanish-language servers
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- Figure 33: Desired improvements at restaurants, by language spoken in the home, February 2013
Fast Food Restaurants—Attitudes and Choices
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- Key points
- Hispanics most likely to visit restaurants with kids and least likely to go alone
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- Figure 34: Preference for eating alone or with others in fast food and drive-in restaurants, by race/Hispanic origin, August 2011-August 2012
- Hispanics more likely to visit Domino’s Pizza, Little Caesars, and Whataburger
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- Figure 35: Fast food and/or drive-in restaurants visited in the last three months, by race/Hispanic origin, August 2011-August 2012
- Subway, Little Caesars, Starbucks, and Dairy Queen have shown growth among Hispanics since 2008-09
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- Figure 36: Fast food and/or drive-in restaurants visited in the last three months, July 2008-August 2012
- Hispanics that speak only English are trying to eat healthier than those who speak only Spanish
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- Figure 37: Attitudes toward fast food, by race/Hispanic origin, by languages spoken, August 2011-August 2012
- Figure 38: Likelihood of visiting fast food and/or drive-in restaurants, by race/Hispanic origin, by languages spoken, August 2011-August 2012
- Women frequent fast food restaurants more often than men
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- Figure 39: Likelihood of visiting fast food and/or drive-in restaurants, by race/Hispanic origin, by gender, August 2011-August 2012
- Figure 40: Likelihood of visiting fast food and/or drive-in restaurants, by race/Hispanic origin, by presence of children in household, August 2011-August 2012
- Hispanics visit fast food/drive-in restaurants the most regularly
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- Figure 41: Frequency of visits to a fast food and/or drive-in restaurant in the last 30 days, by race/Hispanic origin, August 2011-August 2012
Family Restaurants and Steakhouses
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- Key points
- Growth in Applebee’s, Olive Garden, and Chili’s Grill & Bar
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- Figure 42: Names of family restaurants and/or steakhouses visited during the last 30 days, July 2008-August 2012
- Latinos’ higher unemployment keeps kids at home
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- Figure 43: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, July 2008-August 2012
- Despite economic hardship, 48% of Latinos claim to eat out with children younger than 12
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- Figure 44: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, by age, August 2011-August 2012
- The top three restaurants are the same for both high- and low-income earners
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- Figure 45: Names of family restaurants and/or steakhouses visited during the last 30 days, by household income, August 2011-August 2012
- Hispanics that speak only English eat at steakhouses/family restaurants
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- Figure 46: Likelihood of visiting family restaurants and/or steakhouses, by race/Hispanic origin, by languages spoken, August 2011-August 2012
- Dramatic difference in frequency between Spanish-only and English-only speakers
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- Figure 47: Names of family restaurants and/or steakhouses visited during the last 30 days, by languages spoken, August 2011-August 2012
Pizza Restaurants
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- Key points
- Hispanics more likely to use Pizza Hut, Domino’s Pizza, and Little Caesars
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- Figure 48: Preferred pizza restaurant/takeout/delivery brands, by Hispanic origin, September 2012
- Hispanics more likely to order garlic bread, breadsticks, beverages, and chicken dishes
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- Figure 49: Preference for pizza menu items, by Hispanic origin, September 2012
- Hispanics more likely than other ethnicities to visit pizza restaurants during the late night
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- Figure 50: Time of visits to pizza restaurants, by Hispanic origin, September 2012
- Hispanics prefer ham and pineapple toppings, when compared to non-Hispanics
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- Figure 51: Pizza topping preferences, by race/Hispanic origin, September 2012
Cluster Analysis
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- Cluster 1: Value Vivianas
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Motherly Marias
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Innovative Inezes
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 52: Target clusters, February 2013
- Figure 53: Restaurant usage and frequency, by target clusters, February 2013
- Figure 54: Restaurant usage and frequency, by target clusters, February 2013
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- Figure 55: Restaurant drivers, by target clusters, February 2013
- Figure 56: Consumer attitudes toward restaurants, by target clusters, February 2013
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- Figure 57: Consumer behavior at restaurants, by target clusters, February 2013
- Figure 58: Top three desired improvements at restaurants, by target clusters, February 2013
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- Figure 59: Beverages purchased as part of a meal at restaurants, by target clusters, February 2013
- Figure 60: Beverages purchased as stand-alones at restaurants, by target clusters, February 2013
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- Figure 61: Target clusters, by demographics, February 2013
- Cluster methodology
Appendix – U.S. Hispanic Population
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- Key points
- Hispanics make up the largest U.S. minority group
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- Figure 62: Population, by race/Hispanic origin, 2008-18
- Figure 63: Population, by race/Hispanic origin, 1970-2020
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- Figure 64: Asian, Black, and Hispanic populations, 1970-2020
- Birthrates
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- Figure 65: Distribution of births, by race and Hispanic origin of mother, 2000-09
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 66: U.S. Hispanic population, by age, 2008-18
- Figure 67: U.S. Population, by age, 2008-18
- The Hispanic and total U.S. population by gender
- Women
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- Figure 68: Hispanic women, by age, 2008-18
- Figure 69: Total U.S. women population, by age, 2008-18
- Men
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- Figure 70: Hispanic men, by age, 2008-18
- Figure 71: Total U.S. men population, by age, 2008-18
- Generations
- Hispanics by generation
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- Figure 72: Generations—Hispanics versus non-Hispanics, 2011
- Marital status
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- Figure 73: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
- Hispanic purchasing power
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- Figure 74: Purchasing power, by race/Hispanic origin, 1990-2017
- Figure 75: Graph: Purchasing power, by race/Hispanic origin, 1990-2017
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- Figure 76: Top 10 states ranked by share of Hispanic buying power, 2012
- Figure 77: Top 10 states ranked, by value of Hispanic buying power, 2012
- U.S. household income distribution
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- Figure 78: Median household income, by race/Hispanic origin of householder, 2011
- Hispanic income levels
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- Figure 79: Largest Hispanic states, by Hispanic disposable income, 2010
- Hispanics by country of origin/heritage
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- Figure 80: Hispanic population, by type, 2000-10
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- Figure 81: Graph: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 82: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Figure 83: Hispanic population, by region of residence, 2000-10
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- Figure 84: Graph: Hispanic population, by region, 2010
- Figure 85: 10 places* with highest number of Hispanics, 2010
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- Figure 86: 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
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- Figure 87: States ranked, by change in Hispanic population, 2000-10
- Figure 88: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- Figure 89: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Figure 90: U.S. Hispanic households, by metropolitan status, 2006-11
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 91: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retroacculturation?
Appendix – Consumer Tables
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- Figure 92: Restaurant usage and frequency, by household income, February 2013
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- Figure 93: Restaurant usage and frequency, by presence of children in household, February 2013
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- Figure 94: Restaurant usage and frequency, by presence of children in household, February 2013
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- Figure 95: Consumer behavior at restaurants, by gender and presence of children in household, February 2013
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- Figure 96: Spending more, by household income, February 2013
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- Figure 97: Spending more, by languages spoken in the home, February 2013
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- Figure 98: Attitudes toward fast food, by race/Hispanic origin, August 2011-August 2012
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- Figure 99: Frequency of visits to a fast food and/or drive-in restaurant in the last 30 days, by race/Hispanic origin, by presence of children in household, August 2011-August 2012
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- Figure 100: Who usually goes to fast food and drive-in restaurants, by race/Hispanic origin, by household income, August 2011-August 2012
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- Figure 101: Who usually goes to fast food and drive-in restaurants, by race/Hispanic origin, by presence of children in household, August 2011-August 2012
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- Figure 102: Who usually goes to fast food and drive-in restaurants, by race/Hispanic origin, by languages spoken, August 2011-August 2012
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- Figure 103: Names of fast food and/or drive-in restaurants visited in the last three months, by household income, August 2011-August 2012
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- Figure 104: Names of fast food and/or drive-in restaurants visited in the last three months, by presence of children in household, August 2011-August 2012
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- Figure 105: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, August 2011-August 2012
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- Figure 106: Likelihood of visiting family restaurants and/or steakhouses, by household income, August 2011-August 2012
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- Figure 107: Frequency of visits to family restaurants and/or steakhouses in the last 30 days, by race/Hispanic origin, by languages spoken, August 2011-August 2012
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- Figure 108: Frequency of visits to family restaurants and/or steakhouses in the last 30 days, by race/Hispanic origin, August 2011-August 2012
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- Figure 109: Frequency of visits to family restaurants and/or steakhouses in the last 30 days, by race/Hispanic origin, July 2008-August 2012
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- Figure 110: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, by languages spoken, August 2011-August 2012
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- Figure 111: Likelihood of visiting family restaurants and/or steakhouses, by race/Hispanic origin, August 2011-August 2012
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- Figure 112: Names of family restaurants and/or steakhouses visited during the last 30 days, by race/Hispanic origin, August 2011-August 2012
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- Figure 113: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, by presence of children in household, August 2011-August 2012
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- Figure 114: Consumer attitudes toward pizza, by Hispanic origin, September 2012
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- Figure 115: Factors in choosing food/drink from a pizza restaurant, by Hispanic origin, September 2012
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- Figure 116: Beverage purchases at restaurants, by target clusters, February 2013
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Appendix – Trade Associations
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