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Multicultural QSR Consumer - US - December 2011

The spending power of multicultural consumers is rising as their numbers increase, making them a key consideration for the Quick Service Restaurant (QSR) industry. However, there are significant differences within these groups and “one size fits all” marketing and menu developments will not effectively appeal to their diverse wants and needs.

This report provides insights that will help guide readers appeal to Blacks, Hispanics, and Asians, including:

  • The importance of children and families in how multicultural consumers interact with QSRs, and how factors such as age and level of acculturation impact interest
  • What segments in the QSR market are most appealing to which demographics, and the chains within those segments that are best at connecting with consumers, and how
  • Why better for you (BFY) menu options are necessary across the board, and how to best implement them
  • A breakdown of each of the three multicultural groups and an in-depth look at the distinct interests and habits within each group
  • Marketing messages that appeal most effectively when targeting various ethnic groups
  • How mobile technology has emerged as an essential tool for multicultural consumers and how operators can most effectively implement these initiatives

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Table of contents

  1. Scope and Themes

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

                    • The QSR consumer
                      • Preferred QSR
                        • Consumer behavior and attitudes within QSRs
                          • The Black QSR consumer
                            • The Hispanic QSR consumer
                              • The Asian QSR consumers
                                • Marketing strategies
                                  • U.S. multicultural population
                                  • Insights and Opportunities

                                    • Children and families first
                                      • Charity starts at home
                                        • Food enough to feed a family
                                          • Figure 1: Average number of people per family household, 2010
                                        • Healthy food for the youngest patrons
                                          • Overcoming health stigma
                                            • Mobile devices bridge the “digital divide”
                                              • Figure 2: Internet access via phone, desktop, or laptop, by race/Hispanic origin, July 2010-March 2011
                                              • Figure 3: Use of phones or tablets for social networking, by race/Hispanic origin, June 2011
                                              • Figure 4: Weekly use of communication platforms, by race/Hispanic origin, July 2011
                                            • Location-based marketing
                                              • Blended workforce needs blended dayparts
                                                • Figure 5: Employed people by occupation, sex, race, and Hispanic or Latino ethnicity, 2009 annual averages
                                            • Inspire Insights

                                                • Trend: “Make it Mine”
                                                  • Trend: “Life—An Informal Affair”
                                                  • The QSR Consumer

                                                    • Key points
                                                      • Blacks the most avid multicultural QSR consumer
                                                          • Figure 6: Likelihood of dining at fast food and drive-in restaurants by race/Hispanic origin, February 2010-March 2011
                                                        • Asians most frequent QSR breakfast eaters
                                                            • Figure 7: Frequency of eating breakfast from a fast food restaurant in the past month, by race and gender, June-July 2011
                                                          • Lunch popularity driven by work schedules
                                                              • Figure 8: Frequency of eating lunch from a fast food restaurant in the past month, by race and gender, June–July 2011
                                                            • Black women over-index on QSR dinner
                                                                • Figure 9: Frequency of eating dinner from a fast food restaurant in the past month, by race and gender, June–July 2011
                                                              • Spending at QSRs declines for Black women, rises for Hispanics
                                                                  • Figure 10: Consumer change in expenditure on fast food, by race and gender, June-July 2011
                                                                • Use by Hispanics on the rise
                                                                    • Figure 11: Trended data on the number of visits to fast food and drive in restaurants in the last 30 days, by race/Hispanic origin, Winter 2008-Winter 2011
                                                                  • Children a regular part of QSR trips, along with friends/coworkers
                                                                    • Breakfast
                                                                      • Figure 12: With whom consumers eat out for breakfast by race/Hispanic origin, February 2010-March 2011
                                                                    • Lunch
                                                                      • Figure 13: With whom consumers eat out for lunch by race/Hispanic origin, February 2010-March 2011
                                                                    • Snack
                                                                      • Figure 14: With whom consumers eat out for snacks by race/Hispanic origin, February 2010-March 2011
                                                                    • Dinner
                                                                      • Figure 15: With whom consumers eat out for dinner by race/Hispanic origin, February 2010-March 2011
                                                                  • Preferred QSR

                                                                    • Key points
                                                                      • Restaurants visited
                                                                        • Burger
                                                                          • Sandwich
                                                                            • Chicken
                                                                              • Mexican
                                                                                • Pizza
                                                                                  • Coffeehouse, donut shop, and smoothie
                                                                                    • Seafood
                                                                                      • Fast casual
                                                                                        • Figure 16: Restaurants visited in the last 30 days by race/Hispanic origin and restaurant type, February 2010-March 2011
                                                                                    • Consumer Behavior and Attitudes within QSRs

                                                                                      • Key points
                                                                                        • Value, convenience, and best-tasting food the leading lures
                                                                                            • Figure 17: What is important to consumers when choosing a QSR, by race/Hispanic origin, June-July 2011
                                                                                          • Healthy options tops for Hispanics and Asians; Black are looking for sides
                                                                                              • Figure 18: What consumers would like to see more of at QSRs, by race/Hispanic origin, June-July 2011
                                                                                            • Asians prime for targeting efforts
                                                                                                • Figure 19: Attitudes towards fast food restaurants, by race/Hispanic origin, June-July 2011
                                                                                              • Hispanics missing the health message
                                                                                                  • Figure 20: Attitudes toward food by race/Hispanic origin, February 2010-March 2011
                                                                                              • The Black QSR Consumer

                                                                                                • Key points
                                                                                                  • Black women 18-34 are “super fans”
                                                                                                      • Figure 21: Frequency of Black consumers eating from a fast food restaurant in the past month, by age and gender, June-July 2011
                                                                                                    • Older Blacks could be better targeted, young Black women show widest use
                                                                                                        • Figure 22: Restaurants visited by Black consumers in the last 30 days by age and gender, February 2010-March 2011
                                                                                                      • A wide range of factors appeal to women aged 18-34
                                                                                                          • Figure 23: What is important to Black consumers when choosing a QSR, by age and gender, June-July 2011
                                                                                                        • Opportunity to increase BFY options to increase appeal for Blacks
                                                                                                            • Figure 24: What Black consumers would like to see more of at fast food restaurants, by age and gender, June-July 2011
                                                                                                        • The Hispanic QSR Consumer

                                                                                                          • Key points
                                                                                                            • Lunch the most popular daypart for Hispanics
                                                                                                                • Figure 25: Frequency of Hispanic consumers eating from a fast food restaurant in the past month, by household income, June-July 2011
                                                                                                              • Spanish-dominant less likely to visit QSRs
                                                                                                                  • Figure 26: Restaurants visited by Hispanic consumers in the last 30 days by language spoken in the home, February 2010-March 2011
                                                                                                                • Fresh, healthy, organic and natural draws for Spanish-dominants
                                                                                                                    • Figure 27: What is important to Hispanic consumers when choosing a QSR, by language spoken in the home, June-July 2011
                                                                                                                  • Top six “wants” reflect healthier options
                                                                                                                      • Figure 28: What Hispanic consumers would like to see more of at fast food restaurants, by the presence of children in the household, June-July 2011
                                                                                                                  • The Asian QSR Consumer

                                                                                                                    • Key points
                                                                                                                      • Lunch a popular meal at QSRs for Asians 18-44
                                                                                                                          • Figure 29: Frequency of Asian consumers eating from a fast food restaurant in the past month, by age, June – July 2011
                                                                                                                        • Women prefer brands with healthier choices
                                                                                                                          • Figure 30: Restaurants visited by Asian consumers in the last 30 days by gender, February 2010-March 2011
                                                                                                                        • Youngest Asians most vocal about what they seek out
                                                                                                                            • Figure 31: What is important to Asian consumers when choosing a QSR, by age, June-July 2011
                                                                                                                          • Non-English speaking Asians less enthused
                                                                                                                              • Figure 32: What Asian consumers would like to see more of at fast food restaurants, by language spoken in the home, June-July 2011
                                                                                                                          • Marketing Strategies

                                                                                                                            • Overview
                                                                                                                              • Television
                                                                                                                                • Burger King
                                                                                                                                  • Figure 33: Burger King, television ad, 2010
                                                                                                                                • Jack-in-the-Box
                                                                                                                                  • Figure 34: Jack-in-the-Box, television ad, 2010
                                                                                                                                • McDonald’s
                                                                                                                                  • Figure 35: McDonald’s, television ad, 2011
                                                                                                                                • Starbucks
                                                                                                                                  • Figure 36: Starbucks, television ad, 2010
                                                                                                                                • Taco Bell
                                                                                                                                  • Figure 37: Taco Bell, television ad, 2011
                                                                                                                                • Wendy’s
                                                                                                                                  • Figure 38: Wendy’s, television ad, 2011
                                                                                                                                • Online
                                                                                                                                  • El Pollo Loco
                                                                                                                                    • Domino’s Pizza
                                                                                                                                      • McDonald’s
                                                                                                                                      • U.S. Multicultural Population

                                                                                                                                        • Key points
                                                                                                                                          • U.S. population by race/Hispanic origin
                                                                                                                                            • Figure 39: Population, by race and Hispanic origin, 2000-15
                                                                                                                                            • Figure 40: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                            • Figure 41: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                          • Purchasing power by race/Hispanic origin
                                                                                                                                            • The Black consumer
                                                                                                                                              • The Hispanic consumer
                                                                                                                                                • The Asian consumer
                                                                                                                                                  • Figure 42: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                • U.S. population by age
                                                                                                                                                  • The U.S. population by age
                                                                                                                                                    • Figure 43: Total U.S. population, by age, 2005-15
                                                                                                                                                  • The Black population by age
                                                                                                                                                    • Figure 44: U.S. Black population, by age, 2005-15
                                                                                                                                                  • The Hispanic population by age
                                                                                                                                                    • Figure 45: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                  • The Asian population by age
                                                                                                                                                    • Figure 46: U.S. Asian population, by age, 2005-15
                                                                                                                                                  • Household size
                                                                                                                                                    • Figure 47: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                  • Households with children
                                                                                                                                                    • Figure 48: Households with children by race and Hispanic origin of householder, 2011
                                                                                                                                                  • Median household income
                                                                                                                                                    • Figure 49: Median household income, by race and Hispanic origin of householder, 2008-2010
                                                                                                                                                  • Economic factors
                                                                                                                                                    • Figure 50: Average unemployment rates, 2007-11
                                                                                                                                                  • Country of origin/heritage
                                                                                                                                                    • African and Caribbean immigrants
                                                                                                                                                      • Hispanics
                                                                                                                                                        • Figure 51: Hispanic population by type, 2000-10
                                                                                                                                                        • Figure 52: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                                                      • Asian ethnic groups
                                                                                                                                                        • Figure 53: U.S. Asian population, by nationality/ancestral group, 2008
                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • ABP Corporation
                                                                                                                                                      • AFC Enterprises Inc.
                                                                                                                                                      • American Dietetic Association (ADA)
                                                                                                                                                      • Applebee's International Inc.
                                                                                                                                                      • Arby's Restaurant Group
                                                                                                                                                      • Association of Hispanic Advertising Agencies
                                                                                                                                                      • Blimpie International Inc.
                                                                                                                                                      • Burger King Corporation
                                                                                                                                                      • Captain D's Inc.
                                                                                                                                                      • Checkers Drive-In Restaurants Inc.
                                                                                                                                                      • Chipotle Mexican Grill Inc.
                                                                                                                                                      • Church's Chicken
                                                                                                                                                      • Del Taco, Inc.
                                                                                                                                                      • Domino's Pizza LLB
                                                                                                                                                      • Donatos Pizzeria LLC
                                                                                                                                                      • Dunkin' Brands
                                                                                                                                                      • El Pollo Loco Holdings, Inc.
                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                      • Fazoli's Restaurants, Inc.
                                                                                                                                                      • Food Distributors International
                                                                                                                                                      • Foursquare
                                                                                                                                                      • Godfather's Pizza, Inc.
                                                                                                                                                      • Hardee's Food Systems, Inc.
                                                                                                                                                      • International Food Information Council Foundation (IFIC)
                                                                                                                                                      • International Food Service Executives Association (IFSEA)
                                                                                                                                                      • International Foodservice Distributors Association (IFDA)
                                                                                                                                                      • International Foodservice Manufacturers Association (IFMA)
                                                                                                                                                      • International Franchise Association (IFA)
                                                                                                                                                      • Jamba Juice Company
                                                                                                                                                      • JetBlue Airways Corporation
                                                                                                                                                      • KFC Corporation
                                                                                                                                                      • Krispy Kreme Doughnuts Inc.
                                                                                                                                                      • Long John Silver's Inc.
                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                      • National Council of Chain Restaurants (NCCR)
                                                                                                                                                      • National Medical Association
                                                                                                                                                      • National Restaurant Association (NRA)
                                                                                                                                                      • National Retail Federation (NRF)
                                                                                                                                                      • Panera Bread Company
                                                                                                                                                      • Papa John's International, Inc.
                                                                                                                                                      • Pizza Hut Inc
                                                                                                                                                      • Pizza Inn Inc.
                                                                                                                                                      • Pizza Patrón Inc.
                                                                                                                                                      • Qdoba Restaurant Corporation
                                                                                                                                                      • Rubio's Restaurants Inc.
                                                                                                                                                      • Sbarro, Inc
                                                                                                                                                      • Schlotzsky's Inc.
                                                                                                                                                      • Sonic Corp.
                                                                                                                                                      • Starbucks Corporation
                                                                                                                                                      • Subway
                                                                                                                                                      • Taco Bell Corp.
                                                                                                                                                      • Target Market News Inc
                                                                                                                                                      • The Quiznos Master LLC
                                                                                                                                                      • The Wendy's Company
                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                      • U.S. Department of Homeland Security
                                                                                                                                                      • Univision Communications Inc.
                                                                                                                                                      • Whataburger Restaurants LP
                                                                                                                                                      • White Castle System, Inc.
                                                                                                                                                      • Zaxby's Franchising, Inc.

                                                                                                                                                      Multicultural QSR Consumer - US - December 2011

                                                                                                                                                      £3,277.28 (Excl.Tax)