Price is a key factor in Hispanic consumers’ dining decisions, with 76% saying high costs are a barrier to restaurant use. Many view take-out as a treat, driven by the desire to avoid cooking and cleaning. This creates an opportunity for restaurants to offer affordable, convenient options without compromising quality or experience.
While Hispanic consumers consider themselves adventurous in their food choices, many still prefer familiar favorites. Restaurants must balance variety with reliability to meet these preferences, while staying connected to cultural influences. Building authentic, personal connections with Hispanic diners is essential, as word-of-mouth – both positive and negative – greatly influences decisions.
Hispanic consumers are interested in restaurant technology, but there’s a risk of losing brand authenticity, as innovations like delivery apps and automation become more central to the experience. To succeed, restaurants must incorporate tech innovations that enhance the dining experience, while staying true to their values and the sense of connection that Hispanic consumers prioritize.
This report looks at the following areas:
- Market context, demographics and economic conditions impacting Hispanic consumers
- Hispanic consumers’ restaurant use and how it compares to the general population
- Barriers and motivators to ordering from restaurants
- Important factors driving Hispanic consumers’ restaurant decision making
- Use and interest in technology at restaurants
- How a personal connection, community and identity factor into restaurant perceptions
- Marketing strategies for restaurant players and future opportunities
Hispanic consumers seek restaurants that blend affordability, community and modern technology.
Fiona O’Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
Market Definitions
This Report analyzes Hispanic consumers’ attitudes, behaviors and perceptions surrounding the restaurant decision making process. “Hispanic” entails anyone who has origins from a Spanish-speaking country.
For the purposes of this Report, Mintel has used the following restaurant definitions.
- Fast casual restaurants – these establishments are characterized by a higher price point than QSRs, though not as high as full service restaurants. Fast casuals do not offer waiter service and may or may not serve alcohol. Examples include Chipotle Mexican Grill, Panera Bread.
- Limited service restaurants – LSRs provide food services and customers usually select and order items and pay before dining. Food/drink may be consumed on the premises, offered as carryout or delivered to the customer’s location. These may also sell alcoholic beverages. LSRs include both fast food and fast casual restaurants.
- Full service restaurants – FSRs have waiter/waitress service and customers order and are served while seated. These may also sell alcoholic beverages and offer carryout services. They include the restaurant segments: family mid-scale, casual dining and fine dining.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Tech innovations can improve dining experience
- Dining out doesn’t need to be for special occasions
- Lead with price, but emphasize value
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MARKET DYNAMICS
- Market context
- Market drivers
- Cooling inflation throughout 2024 helps Hispanic families, but while prices remain high, a focus on value will remain
- Graph 1: headline CPI and core CPI, 2021-24
- Inflation affects Hispanic households differently
- Graph 2: average annual expenditures (% share) – select items, by Hispanic origin, 2022
- Hispanic consumers’ spending on food away from home remained flat 2022-23, despite price increases
- Graph 3: expenditures – food away from home, by Hispanic consumers vs all, 2013-23
- Hispanic consumers spend a larger share of annual expenditures on dining out
- Graph 4: share of annual food expenditures on food away from home, Hispanic consumers vs all, 2013-23
- Hispanic households lag in income…
- Graph 5: [no title]
- Graph 6: median household income, by Hispanic population vs all, 2022
- …but buying power forecast to climb to $2.8 trillion in 2026
- Graph 7: median household income (% annual change), by Hispanic population vs all, 2012-22
- Consumer sentiment fell in January after slow steady gains during the latter part of 2024
- Graph 8: consumer sentiment index, 2022-25
- How Hispanic shoppers prioritize value depends on their personal circumstances
- Hispanic consumers by the numbers
- Hispanic Americans continue to grow share of US population
- Future generations will have greater Hispanic representation
- Graph 9: share of Hispanic population, by generation, 2023
- Family households more prevalent among Hispanic consumers
- Graph 10: households with related children under the age of 18 living at home, by Hispanic origin, 2021
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- Restaurant visitation
- Fast food, fast casual, family midscale, coffee/tea shops and food trucks attract a greater share of Hispanic consumers vs the average
- Graph 11: restaurant visitation in the past three months – NET dine-in or take-out/delivery, by Hispanic consumers vs all, 2024
- Denny’s appeals to Hispanic diners with value and community
- Fast casual restaurants may be losing on-premise Hispanic diners trading down to fast food, or trading up to casual dining
- Graph 12: restaurant visitation in the past three months – NET dine-in, by Hispanic consumers vs all, 2024
- Strength (and potential weakness?) for fast casual: an equal share of Hispanic consumers use them for take-out as they do for dine-in
- Graph 13: restaurant visitation in the past three months – NET take-out/delivery, by Hispanic consumers vs all, 2024
- Nearly all Hispanic consumers recently visited a limited service restaurant
- Graph 14: Hispanic consumers restaurant visitation in the past three months – NET dine-in or take-out/delivery, by restaurant segment, 2024
- Hispanic consumers more likely to dine-in at full service restaurants, use take-out for limited service
- Graph 15: Hispanic consumers restaurant visitation in the past three months – NET dine-in or take-out/delivery, by restaurant segment, 2024
- Chevy’s Fresh Mex emphasizes a lively dining experience
- Lower-income Hispanic households significantly underindex for visits to full service restaurants
- Graph 16: Hispanic consumers restaurant visitation in the past three months – NET dine-in or take-out/delivery, by restaurant segment, by household income, 2024
- Meal deals at full service restaurants provide full service quality at limited service prices
- Language preference and acculturation impact use of full service restaurants
- Unacculturated and Spanish-preferring Hispanic consumers are less likely to have visited full service restaurants
- Graph 17: Hispanic consumers restaurant visitation in the past three months – NET dine-in or take-out/delivery, by restaurant segment, by preferred language, 2024
- Graph 18: Hispanic consumers restaurant visitation in the past three months – NET dine-in or take-out/delivery, by restaurant segment, by acculturation, 2024
- Barriers to restaurant visitation
- High costs and value for money are the most significant barriers to dining out
- Health conditions impact dining out for Gen Z more than Baby Boomers
- Graph 19: Hispanic consumers – barriers to ordering from restaurants – NET agree, by generation, 2024
- True Food Kitchen clearly defines its position as allergy-friendly
- Health conditions are a challenge to dining out among unacculturated consumers
- Graph 20: Hispanic consumers – barriers to ordering from restaurants – NET agree, by acculturation 2024
- Graph 21: Hispanic consumers – barriers to ordering from restaurants – NET agree, by preferred language, 2024
- Connection to restaurants
- Most feel a personal connection to their favorite restaurant
- Graph 22: Hispanic consumers attitudes toward restaurants – identity/connection – NET agree, 2024
- Hispanic Baby Boomers are most likely to feel personal connection to favorite restaurant
- Graph 23: Hispanic consumers attitudes toward restaurants – identity/connection – NET agree, by generation, 2024
- Attitudes toward identity/connection are elevated among more affluent restaurant-goers
- Graph 24: Hispanic consumers attitudes toward restaurants – identity/connection – NET agree, by income, 2024
- Maggiano’s creates memorable experiences to foster loyalty and connection
- Acculturated Hispanic consumers are less likely than average to have strong attitudes about identity/connection
- Graph 25: Hispanic consumers attitudes toward restaurants – identity/connection – NET agree, by acculturation, 2024
- Motives for ordering take-out
- Take-out is a treat for many Hispanic consumers
- Graph 26: Hispanic consumers’ motives for ordering take-out, 2024
- Domino’s utilizes promotion to tap into treat/reward rationales
- Baby Boomers opt for take-out to avoid cooking, but also as a treat
- Graph 27: Hispanic consumers’ motives for ordering take-out, by generation, 2024
- Treat mentality grows with household income
- Graph 28: Hispanic consumers’ motives for ordering take-out, by household income, 2024
- Maggiano’s promotes indulgence and quality with its take-out option
- Non-family households use take-out to avoid cooking
- Graph 29: Hispanic consumers’ motives for ordering take-out, by parental status, 2024
- Chili’s “3 for Me” delivers a complete meal for one
- The treat mentality aligns with American culture
- Acculturated Hispanic consumers most likely to embrace take-out as a treat
- Graph 30: Hispanic consumers’ motives for ordering take-out, by preferred language, 2024
- Graph 31: Hispanic consumers’ motives for ordering take-out, by acculturation, 2024
- Restaurant decision factors
- Price drives restaurant selection decision
- Graph 32: Hispanic consumers – important factors in choosing a restaurant – NET any rank, 2024
- Price, variety and freshness have more sway over Baby Boomer’s decisions
- Graph 33: Hispanic consumers – important factors in choosing a restaurant – NET any rank, by generation, 2024
- Sweetgreen’s limited-time menu keeps patrons engaged
- Non-parents prioritize affordability and location
- Graph 34: Hispanic consumers – important factors in choosing a restaurant – NET any rank, by parental status, 2024
- BJ’s Restaurants offer affordable value with a social, lively atmosphere
- Acculturated Hispanics value price, variety and location
- Graph 35: Hispanic consumers – important factors in choosing a restaurant – NET any rank, by preferred language, 2024
- Graph 36: Hispanic consumers – important factors in choosing a restaurant – NET any rank, by acculturation, 2024
- Affordable, family-friendly dining appeals to acculturated Hispanics
- Social and community factors
- Restaurant-goers want establishments to show they care for its employees and the community
- Graph 37: Hispanic consumers – socio-political influence on restaurant decision making – NET agree, 2024
- Gen Z is the most likely to be influenced by a restaurant’s socio-political viewpoints
- Graph 38: Hispanic consumers – socio-political influence on restaurant decision making – NET agree, by generation, 2024
- Chipotle champions a culture of inclusivity
- Parents are more likely to take note of a restaurant’s social and political viewpoints
- Graph 39: Hispanic consumers – socio-political influence on restaurant decision making – NET agree, by parental status, 2024
- Unacculturated Hispanics are more likely to support restaurants that are vocal about social justice issues
- Graph 40: Hispanic consumers – socio-political influence on restaurant decision making – NET agree, by preferred language, 2024
- Graph 41: Hispanic consumers – socio-political influence on restaurant decision making – NET agree, by acculturation, 2024
- Starbucks’ sustainability and Fair Trade initiatives could resonate with unacculturated Hispanics
- Most consumers expect restaurants to give back to their community
- Graph 42: Hispanic consumers – attitudes toward restaurants – trust/community – NET agree, 2024
- Millennials trust independent restaurants more than they trust chains
- Graph 43: Hispanic consumers – attitudes toward restaurants – trust/community – NET agree, by generation, 2024
- Parents prefer to support restaurants that partner with charities
- Graph 44: Hispanic consumers – attitudes toward restaurants – trust/community – NET agree, by parental status, 2024
- Chick-fil-A ‘s owner-operators look for ways to give back to local community
- Acculturated Hispanic consumers have lower expectations for restaurants’ community involvement
- Graph 45: Hispanic consumers – attitudes toward restaurants – trust/community – NET agree, by acculturation, 2024
- Graph 46: Hispanic consumers – attitudes toward restaurants – trust/community – NET agree, by preferred language, 2024
- Restaurants and technology
- Hispanic restaurant-goers want to engage with restaurant technology
- Graph 47: Hispanic consumers – use and interest in technology on restaurant decision making – NET agree, 2024
- Panera implements one-swipe ordering
- Baby Boomers need more enticement to use restaurant apps
- Graph 48: Hispanic consumers – use and interest in technology on restaurant decision making – NET agree, by generation, 2024
- Technology allows Spanish-preferring consumers to engage with restaurants more easily
- Unacculturated and Spanish-preferring consumers embrace technology at restaurants
- Graph 49: Hispanic consumers – use and interest in technology on restaurant decision making – NET agree, by acculturation, 2024
- Graph 50: Hispanic consumers – use and interest in technology on restaurant decision making – NET agree, by preferred language, 2024
- Most are willing to share their location to get a good deal
- Graph 51: Hispanic consumers – attitudes toward restaurants – technology/tracking – NET agree, 2024
- Unacculturated Hispanic consumers are more apprehensive to share location and data
- Graph 52: Hispanic consumers – attitudes toward restaurants – technology/tracking – NET agree, by preferred language, 2024
- Graph 53: Hispanic consumers – attitudes toward restaurants – technology/tracking – NET agree, by acculturation 2024
- New restaurant discovery
- Most hear about new restaurants through word-of-mouth
- Graph 54: Hispanic consumers – source of new restaurant discovery, 2024
- Influencer connects her culture, community and tradition by telling stores of small businesses
- Baby Boomers rely on word-of-mouth to learn about new restaurants; third-party delivery is most effective with Gen Z
- Graph 55: Hispanic consumers – source of new restaurant discovery, by generation, 2024
- Non-parents discover restaurants through word-of-mouth
- Graph 56: Hispanic consumers – source of new restaurant discovery, by parental status, 2024
- Acculturated Hispanics lean on word-of-mouth discovery
- Graph 57: Hispanic consumers – source of new restaurant discovery, by acculturation, 2024
- Graph 58: Hispanic consumers – source of new restaurant discovery, by preferred language, 2024
- Bad experiences by friends/family are shared, half would avoid a restaurant with a bad personal review
- Graph 59: Hispanic consumers – attitudes toward restaurants – preferences/habits – NET agree, 2024
- Millennials are the most adventurous, while Gen Z sticks to tried-and-true dining experiences
- Graph 60: Hispanic consumers – attitudes toward restaurants – preferences/habits – NET agree, by generation, 2024
- Cava’s crave-worthy comfort food achieves fan-favorite status
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INNOVATION AND MARKETING STRATEGIES
- Hispanic restaurant-goers seek affordability, requiring operators to focus on low prices
- McValue menu at McDonald’s is about getting more than you expect
- Burger King’s value meals focus on low price and variety
- Taco Bell’s value menu focuses on craveable items at an affordable price
- Value wars continue across limited service chains
- Many operators are keeping price points under $5
- Buy one, get one promotions encourage higher ticket sales
- Full service players lean in to low “meal deal” pricing to emphasize value proposition
- Applebee’s $9.99 meal deal rivals limited service options
- Full service chains promote complete meal under $15 price point
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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