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Hispanics and Dining Out - US - May 2013

“Targeting the Hispanic consumer is difficult because there is not a typical profile. The U.S. Hispanic population is made up of different nationalities, ethnicities, and rates of acculturation. However, the Hispanic population is more likely than non-Hispanics to eat out at restaurants, and more likely to dine out with a larger party, making their growing population a significant source of revenue in the foodservice space.”

– Julia Gallo-Torres, Category Manager, U.S., Foodservice

Some questions answered in this report include:

  • What types of restaurant do Latinos frequent?
  • What is a typical Hispanic consumer like?
  • How can restaurant operators increase sales to Hispanic consumers?

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Table of contents

  1. Scope and Themes

      • What you need to know
        • Definition
          • Data sources
            • Consumer survey data
              • Consumer Expenditure Survey
                • Advertising
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Insights and opportunities
                          • Important restaurant attributes for Hispanics
                            • Figure 1: Desirable features for restaurants, Hispanics, by languages spoken in the home, February 2013
                            • Figure 2: Preferences when choosing restaurants, Hispanics, February 2013
                          • Fast food restaurants
                            • 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
                            • Figure 4: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, July 2008-August 2012
                          • Pizza restaurants
                            • 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

                                      • 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

                                            • 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

                                                    • Mintel Futures: The Screenage Family
                                                      • Restaurants
                                                        • The downside?
                                                          • Mintel Futures: The Other Side
                                                            • Multicultural pages
                                                              • Mintel Futures: Access Anything, Anywhere
                                                              • The Hispanic Foodservice Consumer

                                                                • Key points
                                                                  • Household size
                                                                    • Figure 6: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
                                                                    • 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
                                                                      • Figure 8: Households with children, by race and Hispanic origin of householder, 2012
                                                                    • Young families play an important role in the mix
                                                                      • Figure 9: Number of households, by race of householder and presence and ages of children, 2011
                                                                  • Hispanic Spending on Eating Away from Home

                                                                    • Key points
                                                                      • Younger Hispanics are most likely to eat out weekly, 55+ most likely to never eat out
                                                                        • Figure 10: Restaurant usage and frequency, by age, February 2013
                                                                      • Despite earning more, Hispanic consumers still seek value
                                                                        • 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
                                                                        • Figure 12: Restaurant usage and frequency, by languages spoken in the home, February 2013
                                                                    • Important Restaurant Attributes for Hispanics

                                                                      • Key points
                                                                        • A family-friendly environment and healthier food are most important to Hispanics
                                                                          • Figure 13: Influences in choosing a restaurant, by age, February 2013
                                                                        • Family-friendly environments and healthier kids’ meals matter most to Spanish speakers
                                                                          • 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
                                                                          • Figure 15: Influences in choosing restaurants, by gender and presence of children in household, February 2013
                                                                        • Restaurant proximity is important to Latinos
                                                                          • Figure 16: Influences in choosing a restaurant, February 2013
                                                                        • Spanish-only-speaking Latinos more likely to order what they crave
                                                                          • Figure 17: Consumer behavior at restaurants, by languages spoken in the home, February 2013
                                                                      • Planned Spending Behavior in the Next Year

                                                                        • Key points
                                                                          • Economic concerns will not deter Latinos from spending the same during the next year
                                                                            • 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
                                                                            • 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
                                                                            • Figure 20: Intentions for spending more, the same, or less in next year in restaurants, by household income, February 2013
                                                                        • Marketing Strategies

                                                                          • Key points
                                                                            • A number of restaurants targeting Hispanics
                                                                              • Burger King
                                                                                • Figure 21: Burger King’s Spanish website
                                                                                • Figure 22: Burger King, Sofia Vergara Selling Chicken Strips, April 2012
                                                                              • McDonald’s
                                                                                  • Figure 23: Screenshot of McDonald’s Spanish-language website, 2013
                                                                                  • Figure 24: McDonald’s, Breakfast, Dec 2012
                                                                                • Denny’s
                                                                                    • Figure 25: Screenshot of Denny’s Spanish-language website, 2013
                                                                                    • Figure 26: Denny’s, Incredible Price, Sept 2013
                                                                                  • Domino’s
                                                                                      • Figure 27: Screenshot of Domino’s Spanish-language website, 2013
                                                                                      • Figure 28: Domino’s, Not Sharing, Feb 2013
                                                                                    • IHOP
                                                                                      • Figure 29: IHOP, Pancake Day, Feb 2013
                                                                                    • Red Lobster
                                                                                        • Figure 30: Red Lobster, TV ad, Jan 2013
                                                                                    • Restaurant Improvements Desired by Hispanics

                                                                                      • Key points
                                                                                        • Those without children value homemade quality; shareable/family-style options important to those with kids
                                                                                          • Figure 31: Desired improvements at restaurants, by presence of children in household, February 2013
                                                                                        • Women want healthier foods; men want knowledgeable, Spanish-speaking staff
                                                                                          • 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
                                                                                          • Figure 33: Desired improvements at restaurants, by language spoken in the home, February 2013
                                                                                      • Fast Food Restaurants—Attitudes and Choices

                                                                                        • Key points
                                                                                          • Hispanics most likely to visit restaurants with kids and least likely to go alone
                                                                                            • 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
                                                                                            • 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
                                                                                            • 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
                                                                                            • 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
                                                                                            • 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
                                                                                            • 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

                                                                                          • Key points
                                                                                            • Growth in Applebee’s, Olive Garden, and Chili’s Grill & Bar
                                                                                              • 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
                                                                                              • 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
                                                                                              • 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
                                                                                              • 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
                                                                                              • 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
                                                                                              • Figure 47: Names of family restaurants and/or steakhouses visited during the last 30 days, by languages spoken, August 2011-August 2012
                                                                                          • Pizza Restaurants

                                                                                            • Key points
                                                                                              • Hispanics more likely to use Pizza Hut, Domino’s Pizza, and Little Caesars
                                                                                                • 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
                                                                                                • 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
                                                                                                • Figure 50: Time of visits to pizza restaurants, by Hispanic origin, September 2012
                                                                                              • Hispanics prefer ham and pineapple toppings, when compared to non-Hispanics
                                                                                                • Figure 51: Pizza topping preferences, by race/Hispanic origin, September 2012
                                                                                            • Cluster Analysis

                                                                                                • Cluster 1: Value Vivianas
                                                                                                  • Demographics
                                                                                                    • Characteristics
                                                                                                      • Opportunity
                                                                                                        • Cluster 2: Motherly Marias
                                                                                                          • Demographics
                                                                                                            • Characteristics
                                                                                                              • Opportunity
                                                                                                                • Cluster 3: Innovative Inezes
                                                                                                                  • Demographics
                                                                                                                    • Characteristics
                                                                                                                      • Opportunity
                                                                                                                        • Cluster characteristic tables
                                                                                                                          • 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
                                                                                                                          • Figure 55: Restaurant drivers, by target clusters, February 2013
                                                                                                                          • Figure 56: Consumer attitudes toward restaurants, by target clusters, February 2013
                                                                                                                          • Figure 57: Consumer behavior at restaurants, by target clusters, February 2013
                                                                                                                          • Figure 58: Top three desired improvements at restaurants, by target clusters, February 2013
                                                                                                                          • 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
                                                                                                                          • Figure 61: Target clusters, by demographics, February 2013
                                                                                                                        • Cluster methodology
                                                                                                                        • Appendix – U.S. Hispanic Population

                                                                                                                            • Key points
                                                                                                                              • Hispanics make up the largest U.S. minority group
                                                                                                                                • Figure 62: Population, by race/Hispanic origin, 2008-18
                                                                                                                                • Figure 63: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                • Figure 64: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                              • Birthrates
                                                                                                                                • 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
                                                                                                                                  • 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
                                                                                                                                    • Figure 68: Hispanic women, by age, 2008-18
                                                                                                                                    • Figure 69: Total U.S. women population, by age, 2008-18
                                                                                                                                  • Men
                                                                                                                                    • Figure 70: Hispanic men, by age, 2008-18
                                                                                                                                    • Figure 71: Total U.S. men population, by age, 2008-18
                                                                                                                                  • Generations
                                                                                                                                    • Hispanics by generation
                                                                                                                                      • Figure 72: Generations—Hispanics versus non-Hispanics, 2011
                                                                                                                                    • Marital status
                                                                                                                                      • Figure 73: Marital status of those aged 18 or older, by race and Hispanic origin, 2011
                                                                                                                                    • Hispanic purchasing power
                                                                                                                                      • Figure 74: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                                      • Figure 75: Graph: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                                      • 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
                                                                                                                                      • Figure 78: Median household income, by race/Hispanic origin of householder, 2011
                                                                                                                                    • Hispanic income levels
                                                                                                                                      • Figure 79: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                                    • Hispanics by country of origin/heritage
                                                                                                                                      • Figure 80: Hispanic population, by type, 2000-10
                                                                                                                                      • Figure 81: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                                    • Hispanics by geographic concentration
                                                                                                                                      • Figure 82: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                      • Figure 83: Hispanic population, by region of residence, 2000-10
                                                                                                                                      • Figure 84: Graph: Hispanic population, by region, 2010
                                                                                                                                      • Figure 85: 10 places* with highest number of Hispanics, 2010
                                                                                                                                      • Figure 86: 10 places* with the largest share of Hispanics, 2010
                                                                                                                                    • States with the most Hispanic population growth
                                                                                                                                      • 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
                                                                                                                                      • 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
                                                                                                                                              • Figure 91: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                            • What is retroacculturation?
                                                                                                                                            • Appendix – Consumer Tables

                                                                                                                                                • Figure 92: Restaurant usage and frequency, by household income, February 2013
                                                                                                                                                • Figure 93: Restaurant usage and frequency, by presence of children in household, February 2013
                                                                                                                                                • Figure 94: Restaurant usage and frequency, by presence of children in household, February 2013
                                                                                                                                                • Figure 95: Consumer behavior at restaurants, by gender and presence of children in household, February 2013
                                                                                                                                                • Figure 96: Spending more, by household income, February 2013
                                                                                                                                                • Figure 97: Spending more, by languages spoken in the home, February 2013
                                                                                                                                                • Figure 98: Attitudes toward fast food, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                • 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
                                                                                                                                                • Figure 100: Who usually goes to fast food and drive-in restaurants, by race/Hispanic origin, by household income, August 2011-August 2012
                                                                                                                                                • 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
                                                                                                                                                • Figure 102: Who usually goes to fast food and drive-in restaurants, by race/Hispanic origin, by languages spoken, August 2011-August 2012
                                                                                                                                                • Figure 103: Names of fast food and/or drive-in restaurants visited in the last three months, by household income, August 2011-August 2012
                                                                                                                                                • 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
                                                                                                                                                • Figure 105: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                • Figure 106: Likelihood of visiting family restaurants and/or steakhouses, by household income, August 2011-August 2012
                                                                                                                                                • 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
                                                                                                                                                • Figure 108: Frequency of visits to family restaurants and/or steakhouses in the last 30 days, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                • Figure 109: Frequency of visits to family restaurants and/or steakhouses in the last 30 days, by race/Hispanic origin, July 2008-August 2012
                                                                                                                                                • Figure 110: Who usually goes to family restaurants and/or steakhouses, by race/Hispanic origin, by languages spoken, August 2011-August 2012
                                                                                                                                                • Figure 111: Likelihood of visiting family restaurants and/or steakhouses, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                • Figure 112: Names of family restaurants and/or steakhouses visited during the last 30 days, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                • 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
                                                                                                                                                • Figure 114: Consumer attitudes toward pizza, by Hispanic origin, September 2012
                                                                                                                                                • Figure 115: Factors in choosing food/drink from a pizza restaurant, by Hispanic origin, September 2012
                                                                                                                                                • Figure 116: Beverage purchases at restaurants, by target clusters, February 2013
                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                              Hispanics and Dining Out - US - May 2013

                                                                                                                                              US $3,995.00 (Excl.Tax)