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Hispanic Consumers and Dining Out - US - November 2017

Hispanic expenditures on dining out reached $70.9 billion in 2017, a 28% increase since 2012. The challenge for restaurants is to stand out in a fragmented market where Hispanics have multiple options to choose from. Location, flavor, value, and atmosphere can make a difference in restaurant selection as Hispanics balance trying out new restaurants with visiting a few restaurants over and over again.

This report looks at the following areas:

  • Dining out is a highly competitive market
  • Too much to choose from can affect loyalty
  • Restaurant success is built on a combination of factors

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Share of dining out expenditures, by segment and Hispanic origin, at current prices, 2017
        • The issues
          • Dining out is a highly competitive market
            • Figure 2: Types of restaurants Hispanics visit – past 3 months by type of restaurant, all visits indexed to all, September 2017
          • Too much to choose from can affect loyalty
            • Figure 3: Hispanics’ approach toward dining out – new vs repeat visit, September 2017
          • Restaurant success is built on a combination of factors
            • Figure 4: Important attributes in Hispanics’ restaurant choice, indexed to all, September 2017
          • The opportunities
            • Ability to customize can make a difference
              • Figure 5: Importance of customization when Hispanics order, September 2017
            • Recommendations matter
              • Figure 6: Hispanics’ reliance on recommendations, September 2017
            • Authenticity matters
              • Figure 7: Menu characteristics Hispanics find appealing, September 2017
            • What it means
            • The Market – What You Need to Know

              • Hispanics spend $70.9 billion on dining out
                • Full-service restaurants are growing faster than limited-service establishments
                  • Factors affecting Hispanics’ dining out include…
                    • Where dining out fits
                      • Targeting Hispanics means children will come, too
                        • Not all Hispanics approach dining out equally
                        • Market Size

                          • Growth in dining out expenditures continues at a healthy pace
                            • Figure 8: Expenditures of Hispanic consumers on dining out, at current prices, 2012-17
                        • Market Breakdown

                          • Full-service restaurants are driving growth
                              • Figure 9: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2015 and 2017
                              • Figure 10: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2012-17
                          • Market Factors

                            • Larger families, larger checks
                              • Figure 11: Average household size, by race and Hispanic origin, 2016
                              • Figure 12: Households with related children, by race and Hispanic origin of householder, 2016
                            • Lower median household income forces Hispanics to search for value
                              • Figure 13: Median household income, by race and Hispanic origin of householder, 2015
                              • Figure 14: Household income distribution, by race and Hispanic origin of householder, 2015
                            • Strong labor market may prompt Hispanics to increase discretionary spending
                              • Figure 15: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-August 2017
                          • Market Perspective

                            • Dining out is the preferred out-of-home activity for Hispanics
                              • Figure 16: Hispanics’ preferred out-of-home activities, indexed to all, October 2016
                            • Children are likely to be present
                              • Figure 17: With whom Hispanics dine out at family sit-down restaurants, indexed to all, April 2016-May 2017
                          • Dining Out Attitudinal Segments

                            • Core aspects of dining out are similar to the US general market
                              • Figure 18: Hispanics’ attitudes toward dining out, indexed to all, September 2017
                            • There are four dining out attitudinal segments for Hispanics
                                • Figure 19: Hispanics’ dining out attitudinal segments, September 2017
                              • Hispanic Dining Out Enthusiasts (34%)
                                • Characteristics
                                  • Opportunities
                                    • Figure 20: Profile of Hispanic Dining Out Enthusiasts, September 2017
                                  • Hispanic Experience Seekers (23%)
                                    • Characteristics
                                      • Opportunities
                                        • Figure 21: Profile of Hispanic Experience Seekers, September 2017
                                      • Hispanic Convenience Seekers (22%)
                                        • Characteristics
                                          • Opportunities
                                            • Figure 22: Profile of Hispanic Convenience Seekers, September 2017
                                          • Hispanic Special Occasion Seekers (20%)
                                            • Characteristics
                                              • Opportunities
                                                • Figure 23: Profile of Hispanic Special Occasion Seekers, September 2017
                                            • Key Players – What You Need to Know

                                              • Hispanics over index for sharing aspects of their dining out experiences
                                                • Health claims can make a difference if flavor remains intact
                                                  • Less is more
                                                    • Food delivery services are gaining popularity
                                                      • Kids-eat-free promotions depend on the target
                                                        • Don’t lose sight of what matters
                                                        • What’s Happening?

                                                          • The importance of providing social currency
                                                            • Figure 24: Hispanics’ dining out social media sharing, indexed to all, June 2017
                                                          • Health claims should be handled with care
                                                            • Figure 25: Attitudes toward food, by Hispanic origin and language spoken at home, April 2016-May 2017
                                                          • Zapatero a tus zapatos (ie Stick with what you’re good at)
                                                            • Food delivery services
                                                              • Figure 26: Denny’s on Demand and Gio Dos Santos everywhere commercial, June 2017
                                                            • Kids-eat-free promotions
                                                            • What’s Next?

                                                              • A more competitive market, but the foundation remains
                                                              • The Consumer – What You Need to Know

                                                                • Hispanics visiting a variety of restaurant types
                                                                  • With so many options to choose from, loyalty can be fragile
                                                                    • If you build it, location is not enough for them to come
                                                                      • Restaurants need flexibility and enable visitors to customize
                                                                        • Recommendations are key to getting known
                                                                          • Pictures and authenticity are important
                                                                          • Dining Out by Restaurant Types

                                                                              • Hispanics over index for visiting a variety of restaurant types
                                                                                • Figure 27: Types of restaurants Hispanics visit – past 3 months, indexed to all, September 2017
                                                                                • Figure 28: Types of restaurants Hispanics visit – past 3 months by type of restaurant, all visits indexed to all, September 2017
                                                                              • Fast food restaurants
                                                                                • Who are Hispanic fast food visitors?
                                                                                  • What is important to know about them?
                                                                                    • Figure 29: Demographic profile of the Hispanic fast food visitor – past 3 months, September 2017
                                                                                  • Casual restaurant
                                                                                    • Who are Hispanic casual restaurant visitors?
                                                                                      • What is important to know about them?
                                                                                        • Figure 30: The Hispanic casual restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
                                                                                      • Fast casual restaurants
                                                                                        • Who are Hispanic fast casual restaurant visitors?
                                                                                          • What is important to know about them?
                                                                                            • Figure 31: The Hispanic fast casual restaurant visitor – past 3 months, by gender and age, September 2017
                                                                                            • Figure 32: The Hispanic fast casual restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
                                                                                          • Family casual restaurants
                                                                                            • Who are Hispanic family casual restaurant visitors?
                                                                                              • What is important to know about them?
                                                                                                • Figure 33: The Hispanic family restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
                                                                                              • Independent Hispanic restaurants
                                                                                                • Who are the Hispanics who visit independent Hispanic restaurants?
                                                                                                  • What is important to know about them?
                                                                                                    • Figure 34: The Hispanic independent Hispanic restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
                                                                                                  • Fine dining restaurants
                                                                                                    • Who are Hispanic fine dining restaurant visitors?
                                                                                                      • What is important to know about them?
                                                                                                        • Figure 35: The Hispanic fine dining restaurant visitor – past 3 months, by gender and age, September 2017
                                                                                                        • Figure 36: The Hispanic fine dining restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
                                                                                                    • Dining Out Approach

                                                                                                        • Dining out means balancing curiosity and habit
                                                                                                          • Figure 37: Hispanics’ approach toward dining out – meaning and value, September 2017
                                                                                                        • Hispanic moms more likely to see dining out as a well-deserved break
                                                                                                          • Figure 38: Hispanics’ perception of dining out as a break, by presence of children under 18 in the household, September 2017
                                                                                                        • The social component of dining out gains importance among more- affluent Hispanics
                                                                                                          • Figure 39: Importance of the social component of dining out among Hispanics, by household income and level of acculturation, September 2017
                                                                                                        • Overspending more likely as Hispanics become more affluent
                                                                                                          • Figure 40: Concerns about spending on dining out among Hispanics, by household income and level of acculturation, September 2017
                                                                                                      • Important Attributes in Restaurant Choice

                                                                                                          • Hispanics want to feel welcomed
                                                                                                            • Figure 41: Important attributes in Hispanics’ restaurant choice, indexed to all, September 2017
                                                                                                          • Flavor preferences become more fragmented with acculturation
                                                                                                            • Figure 42: Important attributes in Hispanics’ restaurant choice, by household income and level of acculturation, September 2017
                                                                                                          • Flexibility more important among more-affluent Hispanics
                                                                                                            • Figure 43: Importance of customization in Hispanics’ restaurant choice, by household income, September 2017
                                                                                                        • Special Ordering

                                                                                                            • Ability to customize can make a difference
                                                                                                              • Figure 44: Hispanics’ ordering behavior, September 2017
                                                                                                            • Less-acculturated Hispanics are more likely to have a sweet tooth
                                                                                                              • Figure 45: Hispanics’ likelihood of ordering dessert, September 2017
                                                                                                            • Restaurants may benefit from having bilingual staff
                                                                                                              • Figure 46: Likelihood of Hispanics asking waiter/staff for advice, by household income and level of acculturation, September 2017
                                                                                                          • Recommendations When Dining Out

                                                                                                              • Hispanics are open to recommendations
                                                                                                                • Figure 47: Hispanics’ reliance on recommendations, September 2017
                                                                                                              • Hispanic men don’t ask for directions
                                                                                                                • Figure 48: Hispanics’ reliance on recommendations, by gender and age, September 2017
                                                                                                              • More-acculturated Hispanics less likely to rely on others
                                                                                                                • Figure 49: Hispanics’ reliance on recommendations, by level of acculturation, September 2017
                                                                                                            • Appealing Menu Characteristics

                                                                                                                • Hispanics want to be able to visualize what they order
                                                                                                                  • Visual
                                                                                                                    • Authentic
                                                                                                                      • Different sizes
                                                                                                                        • Nutritional information
                                                                                                                          • Figure 50: Menu characteristics Hispanics find appealing, September 2017
                                                                                                                        • A picture is worth a thousand words
                                                                                                                          • Figure 51: TURF Analysis – Menu characteristics Hispanics find appealing, July 2017
                                                                                                                          • Figure 52: Table – TURF analysis – Menu characteristics Hispanics find appealing, September 2017
                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                        • Data sources
                                                                                                                          • Sales data
                                                                                                                            • Consumer survey data
                                                                                                                              • Abbreviations and terms
                                                                                                                                • Abbreviations
                                                                                                                                  • Terms
                                                                                                                                    • TURF analysis methodology
                                                                                                                                      • A note on acculturation
                                                                                                                                      • Appendix – The Market

                                                                                                                                          • Figure 53: Expenditures of Hispanic consumers on dining out, at inflation-adjusted prices, 2012-17
                                                                                                                                      • Appendix – Consumer Data

                                                                                                                                          • Figure 54: Fast food restaurants Hispanics visited in the past 30 days, indexed to all, April 2016-May 2017

                                                                                                                                      Companies Covered

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                                                                                                                                      Hispanic Consumers and Dining Out - US - November 2017

                                                                                                                                      US $3,995.00 (Excl.Tax)