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Hispanic Consumers and Dining Out - US - January 2015

“As Hispanics’ expenditures on dining out continue to grow, restaurants that work toward making Hispanics feel welcomed may not only entice them to return, but may benefit from them sharing their good experiences at the restaurant with others; when Hispanics think about where to dine out, they give a lot of consideration to recommendations from close friends and family members.”
– Juan Ruiz, Senior Multicultural Analyst

This report discusses the following key topics:

  • Leveraging recommendations
  • Extending reach during the day
  • Creating guiltless desserts

Hispanics’ expenditures on dining out currently have experienced growth since 2009 and are projected to continue growing at a healthy pace over the next five years. Hispanics have a variety of places to choose from when deciding where to dine out and they tend to gravitate toward restaurants where they feel welcomed and where they can find a good value for their money.

This report offers an overview of how Hispanics dine out. Its coverage includes: where Hispanic consumers dine out, Hispanics’ group size when dining, presence of children, and attributes that Hispanics associate with different restaurant types, as well as factors influencing restaurant choices. Moreover, the report also includes sections about Hispanics’ dining habits for ordering appetizers, entrées, and sides; Hispanics’ dining habits for ordering desserts and the beverages they order for themselves and for their children.

The report also includes a correspondence analysis to present a visual representation of which type of restaurants Hispanics gravitate toward depending on the type of meal (ie breakfast, lunch, dinner, or snack). It also compares findings by key demographics including age, gender, household income, language spoken at home, level of acculturation, and region.
 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Calculations
              • Consumer survey data
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                      • Acculturation
                      • Executive Summary

                          • Hispanics’ expenditures on dining out projected to double between 2009 and 2019
                            • Figure 1: Expenditures and forecast of Hispanics on dining out fan chart forecast, at current prices, 2009-19
                          • Both full- and limited-service restaurants contributing to Hispanics’ expenditures on dining out growth
                            • Figure 2: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2012 and 2014
                          • Hispanics go where they feel welcomed and where they find good value
                            • Figure 3: Restaurant type Hispanics ordered from in the past month by meal type – Any visit, November 2014
                          • Lunch is rather quick; dinner more relaxed
                            • Figure 4: Correspondence analysis, January 2015
                          • Children are present and influencing where Hispanics eat
                            • Figure 5: Presence of children when Hispanics go out to eat – Children of any age, by level of acculturation, November 2014
                          • Children have more influence at unacculturated households
                            • Figure 6: Factors influencing restaurant choices among Hispanics, by level of acculturation, November 2014
                          • Higher household incomes empower Hispanics to explore new or different dishes
                            • Figure 7: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November 2014
                          • Unacculturated and bicultural Hispanics more likely to eat desserts, but in a “conscious” way
                            • Figure 8: Hispanics’ personal dining habits for desserts, by level of acculturation, November 2014
                          • What we think
                          • Issues and Insights

                              • Leveraging recommendations
                                • The issues
                                  • The implications
                                    • Extending reach during the day
                                      • The issues
                                        • The implications
                                          • Creating guiltless desserts
                                            • The issues
                                              • The implications
                                              • Trend Application

                                                  • Trend: Experience Is All
                                                    • Trend: Influentials
                                                      • Trend: Supernanny State
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Market for Hispanics’ dining out projected to double between 2009 and 2019
                                                            • Figure 9: Expenditures and forecast of Hispanic consumers on dining out, at current prices, 2009-19
                                                            • Figure 10: Expenditures and forecast of Hispanic consumers on dining out, at inflation-adjusted prices, 2009-19
                                                          • Fan chart forecast
                                                              • Figure 11: Expenditures and fan chart forecast of Hispanic consumers and dining out, at current prices, 2009-19
                                                          • Market Drivers

                                                            • Key points
                                                              • Population growth
                                                                • Figure 12: Population by race and Hispanic origin, 2009-19
                                                              • Hispanics’ purchasing power projected to reach $1.6 trillion by 2018
                                                                • Figure 13: Purchasing power, by race/Hispanic origin, 1990-2018
                                                              • Hispanic market becoming bicultural
                                                              • Segment Performance Overview

                                                                • Key points
                                                                  • Both full- and limited-service restaurants contributing to Hispanic dining out growth
                                                                    • Figure 14: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2012 and 2014
                                                                • Segment Performance – Full-Service Restaurants

                                                                  • Key points
                                                                    • Hispanics’ expenditures on full-service restaurants expected to grow 27% in the next five years
                                                                      • Figure 15: Expenditures and forecast of Hispanic consumers at full-service restaurants, at current prices, 2009-19
                                                                      • Figure 16: Expenditures and forecast of Hispanic consumers at full-service restaurants, at inflation-adjusted prices, 2009-19
                                                                  • Segment Performance – Limited-Service Restaurants

                                                                    • Key points
                                                                      • Hispanics’ search for value and convenience makes them gravitate toward limited-service restaurants
                                                                        • Figure 17: Expenditures and forecast of Hispanic consumers at limited-service restaurants, at current prices, 2009-19
                                                                        • Figure 18: Expenditures and forecast of Hispanic consumers at limited-service restaurants, at inflation-adjusted prices, 2009-19
                                                                    • Innovations and Innovators

                                                                        • Innovative kids’ menus
                                                                          • Figure 19: Kids LiveWell Turns 3! video, July 2014
                                                                          • Figure 20: Bob Evans participates in Kids LiveWell Program, April 2013
                                                                        • No tipping, please
                                                                          • Innovations on payment methods
                                                                            • Figure 21: Pay with OpenTable: restaurant mobile payments video, September 2014
                                                                        • Marketing Strategies

                                                                            • Theme: Being part of their lives
                                                                              • Figure 22: McDonald’s “First Customer” TV spot, February 2014
                                                                              • Figure 23: McDonald’s Cancha TV spot, March 2013
                                                                            • Theme: Communicate positive changes
                                                                              • Figure 24: At Chili’s, Fresh is now TV spot, October 2014
                                                                            • Theme: Bueno, bonito, y barato (Good, nice, and cheap)
                                                                            • Hispanic Consumers and Dining Out

                                                                              • Key points
                                                                                • Where Hispanics are dining out
                                                                                    • Figure 25: Restaurant type Hispanics ordered from – Any visit, by gender and age, November 2014
                                                                                    • Figure 26: Restaurant type Hispanics ordered from – Any visit, by level of acculturation, November 2014
                                                                                  • As household income increases, Hispanics look for more variety
                                                                                      • Figure 27: Restaurant type Hispanics ordered from by meal type – Any visit, by household income, November 2014
                                                                                    • Lunch is rather quick; dinner more relaxed
                                                                                      • Correspondence analysis
                                                                                          • Figure 28: Correspondence analysis, November 2014
                                                                                          • Figure 29: Restaurant type Hispanics ordered from by type of meal – Any visit, by gender and age, November 2014
                                                                                        • McDonald’s leads strong in a highly fragmented fast food market
                                                                                            • Figure 30: Fast food or drive-in restaurant chains Hispanics visit – any meal, by region, April 2013-June 2014
                                                                                        • Hispanics’ Group Size When Dining Out

                                                                                          • Key points
                                                                                            • One third of Hispanics’ parties have at least three adults
                                                                                              • Figure 31: Number of adults in Hispanics’ group, by gender and age, November 2014
                                                                                              • Figure 32: Number of adults in Hispanics’ group, by household size, November 2014
                                                                                            • Children are present and influencing where Hispanics eat
                                                                                              • Figure 33: Presence of children when Hispanics go out to eat – Children of any age, by gender and age, November 2014
                                                                                              • Figure 34: Presence of children when Hispanics go out to eat – Children of any age, by level of acculturation, November 2014
                                                                                          • Associations by Restaurant Type

                                                                                            • Key points
                                                                                              • Hispanics classify restaurants in convenient and good service
                                                                                                  • Figure 35: Attributes that Hispanics associate with restaurant type, November 2014
                                                                                                  • Figure 36: Attributes that Hispanics associate with restaurant type, November 2014
                                                                                              • Factors Influencing Hispanics’ Restaurant Choices

                                                                                                • Key points
                                                                                                  • Hispanics look for welcoming places at affordable prices
                                                                                                    • Figure 37: Factors influencing restaurant choices among Hispanics, by gender and age, November 2014
                                                                                                  • Children have more influence in unacculturated households
                                                                                                    • Figure 38: Factors influencing restaurant choices among Hispanics, by level of acculturation, November 2014
                                                                                                • Hispanics’ Dining Habits for Appetizers/Entrées/Sides

                                                                                                  • Key points
                                                                                                    • Hispanics like variety, but with a caveat
                                                                                                      • Figure 39: Hispanics’ personal dining habits for appetizers/entrées/sides, by gender and age, November 2014
                                                                                                    • Higher household incomes empower Hispanics to explore new or different dishes
                                                                                                      • Figure 40: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November 2014
                                                                                                    • Less acculturated Hispanics gravitate toward Hispanic foods
                                                                                                      • Figure 41: Hispanics’ personal dining habits for appetizers/entrées/sides, by level of acculturation, November 2014
                                                                                                  • Hispanics’ Dining Habits for Desserts

                                                                                                    • Key points
                                                                                                      • Portion control is important at the time of ordering dessert
                                                                                                        • Figure 42: Hispanics’ personal dining habits for desserts, by gender and age, November 2014
                                                                                                      • Unacculturated and bicultural Hispanics more engaged with desserts
                                                                                                        • Figure 43: Hispanics’ personal dining habits for desserts, by level of acculturation, November 2014
                                                                                                    • Beverages Hispanics Order

                                                                                                      • Key points
                                                                                                        • Hispanics like variety in what they drink when dining out
                                                                                                          • Figure 44: Beverages Hispanics order for themselves, by gender and age, November 2014
                                                                                                        • Juice, milk are top choices for children
                                                                                                          • Figure 45: Beverages Hispanics order for their children, by gender and age, November 2014
                                                                                                      • Buying Power of US Hispanics

                                                                                                        • Key points
                                                                                                          • Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
                                                                                                            • Figure 46: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                            • Figure 47: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                            • Figure 48: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
                                                                                                            • Figure 49: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
                                                                                                          • US household income distribution
                                                                                                            • Figure 50: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                        • Demographic Profile of US Hispanics

                                                                                                            • Key points
                                                                                                              • Population trends
                                                                                                                • Figure 51: Population by race and Hispanic origin, 2009-19
                                                                                                                • Figure 52: Population, by race and Hispanic origin, 1970-2020
                                                                                                                • Figure 53: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                              • Hispanic share of births
                                                                                                                • Figure 54: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                                                                              • The Hispanic and total US population by age
                                                                                                                • Figure 55: Hispanic share of the population, by age, 2009-19
                                                                                                              • The Hispanic and total US population by gender
                                                                                                                • Figure 56: Population, by gender and Hispanic origin, 2009-19
                                                                                                                • Figure 57: Age distribution of women, by Hispanic origin, 2014
                                                                                                                • Figure 58: Age distribution of men, by Hispanic origin, 2014
                                                                                                              • Characteristics
                                                                                                                • Marital status
                                                                                                                  • Figure 59: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                  • Figure 60: Marital status of Hispanics, by age, 2013
                                                                                                                  • Figure 61: Gender ratio, by age and Hispanic origin, 2014
                                                                                                                • Household size
                                                                                                                  • Figure 62: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                                                                • Children in the household
                                                                                                                  • Figure 63: Households, by presence and ages of own children, 2013
                                                                                                                • Generations
                                                                                                                  • Figure 64: Generations, by Hispanic origin, 2014
                                                                                                                  • Figure 65: Distribution of generations by race and Hispanic origin, 2014
                                                                                                                • Hispanics by country of origin/heritage
                                                                                                                  • Figure 66: Hispanic population, by country of origin/heritage
                                                                                                                • Mexicans (63% of US Hispanics)
                                                                                                                  • Figure 67: Number of tortilla-related products launched per year in the US, 1996-2013
                                                                                                                • Puerto Ricans (9% of US Hispanics)
                                                                                                                  • Cubans (4% of US Hispanics)
                                                                                                                    • Dominicans (3% of US Hispanics)
                                                                                                                      • Central Americans (8% of US Hispanics)
                                                                                                                        • South Americans (5% of US Hispanics)
                                                                                                                          • Figure 68: US Hispanic population, by country of origin/heritage, 2000-10
                                                                                                                          • Figure 69: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                        • Hispanics by geographic concentration
                                                                                                                          • Figure 70: Hispanic population, by region of residence, 2000-10
                                                                                                                          • Figure 71: Hispanic or Latino population as a percentage of total population by county, 2010
                                                                                                                        • States with the most Hispanic population growth
                                                                                                                          • Figure 72: States ranked by change in Hispanic population, 2000-10
                                                                                                                          • Figure 73: Percentage change in Hispanic or Latino population by county, 2000-10
                                                                                                                        • Key Hispanic metropolitan areas
                                                                                                                          • Figure 74: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                        • Hispanics online
                                                                                                                          • Figure 75: Internet use among Hispanics aged 18+, 2013
                                                                                                                      • Acculturation

                                                                                                                          • What is acculturation?
                                                                                                                            • Figure 76: Acculturation diagram
                                                                                                                            • Figure 77: Variables that affect acculturation
                                                                                                                          • Why is level of acculturation important?
                                                                                                                            • Levels of acculturation
                                                                                                                              • Figure 78: Characteristics of primary acculturation levels
                                                                                                                            • What is retroacculturation?
                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                              • Hispanic consumers and dining out
                                                                                                                                • Figure 79: Restaurant type Hispanics ordered from by meal type – Any visit, by gender, November 2014
                                                                                                                                • Figure 80: Restaurant type Hispanics ordered from by meal type – Any visit, by age, November 2014
                                                                                                                                • Figure 81: Restaurant type Hispanics ordered from by meal type – Any visit, by language spoken in home, November 2014
                                                                                                                                • Figure 82: Fast food or drive-in restaurant chains Hispanics visit - any meal, by region, April 2013-June 2014
                                                                                                                              • Hispanics’ group size when dining out
                                                                                                                                • Hispanic adults
                                                                                                                                  • Figure 83: Number of adults in Hispanics’ group, by gender, November 2014
                                                                                                                                  • Figure 84: Number of adults in Hispanics’ group, by age, November 2014
                                                                                                                                  • Figure 85: Number of adults in Hispanics’ group, by household income, November 2014
                                                                                                                                  • Figure 86: Number of adults in Hispanics’ group, by language spoken in home, November 2014
                                                                                                                                  • Figure 87: Number of adults in Hispanics’ group, by level of acculturation, November 2014
                                                                                                                                • Presence of children when Hispanics go out to eat
                                                                                                                                  • Figure 88: Presence of children when Hispanics go out to eat – Children 5 and under, by gender, November 2014
                                                                                                                                  • Figure 89: Presence of children when Hispanics go out to eat – Children 5 and under, by age, November 2014
                                                                                                                                  • Figure 90: Presence of children when Hispanics go out to eat – Children of any age, by household income, November 2014
                                                                                                                                  • Figure 91: Presence of children when Hispanics go out to eat – Children 5 and under, by language spoken in home, November 2014
                                                                                                                                • Factors influencing Hispanics’ restaurant choices
                                                                                                                                  • Figure 92: Factors influencing restaurant choices among Hispanics, by gender, November 2014
                                                                                                                                  • Figure 93: Factors influencing restaurant choices among Hispanics, by age, November 2014
                                                                                                                                  • Figure 94: Factors influencing restaurant choices among Hispanics, by household income, November 2014
                                                                                                                                  • Figure 95: Factors influencing restaurant choices among Hispanics, by language spoken in home, November 2014
                                                                                                                                • Hispanics’ dining habits for appetizers/entrées/sides
                                                                                                                                  • Figure 96: Hispanics’ personal dining habits for appetizers/entrées/sides, by gender, November 2014
                                                                                                                                  • Figure 97: Hispanics’ personal dining habits for appetizers/entrées/sides, by age, November 2014
                                                                                                                                  • Figure 98: Hispanics’ personal dining habits for appetizers/entrées/sides, by household income, November 2014
                                                                                                                                  • Figure 99: Hispanics’ personal dining habits for appetizers/entrées/sides, by language spoken in home, November 2014
                                                                                                                                • Hispanics’ dining habits for desserts
                                                                                                                                  • Figure 100: Hispanics’ personal dining habits for desserts, by gender, November 2014
                                                                                                                                  • Figure 101: Hispanics’ personal dining habits for desserts, by age, November 2014
                                                                                                                                  • Figure 102: Hispanics’ personal dining habits for desserts, by household income, November 2014
                                                                                                                                  • Figure 103: Hispanics’ personal dining habits for desserts, by language spoken in home, November 2014
                                                                                                                                • Beverages Hispanics order
                                                                                                                                  • For themselves
                                                                                                                                    • Figure 104: Beverages Hispanics order for themselves, by gender, November 2014
                                                                                                                                    • Figure 105: Beverages Hispanics order for themselves, by age, November 2014
                                                                                                                                    • Figure 106: Beverages Hispanics order for themselves, by household income, November 2014
                                                                                                                                    • Figure 107: Beverages Hispanics order for themselves, by language spoken in home, November 2014
                                                                                                                                    • Figure 108: Beverages Hispanics order for themselves, by level of acculturation, November 2014
                                                                                                                                  • For their children
                                                                                                                                    • Figure 109: Beverages Hispanics order for their children, by gender, November 2014
                                                                                                                                    • Figure 110: Beverages Hispanics order for their children, by language spoken in home, November 2014
                                                                                                                                    • Figure 111: Beverages Hispanics order for their children, by household income, November 2014
                                                                                                                                    • Figure 112: Beverages Hispanics order for their children, by level of acculturation, November 2014
                                                                                                                                • Appendix – Trade Associations

                                                                                                                                  Companies Covered

                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                  Hispanic Consumers and Dining Out - US - January 2015

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