Description

This report provides comprehensive and current information and analysis of the US Hispanics and Foodservice and Delivery market including US Hispanics and Foodservice and Delivery market size, anticipated market forecast, relevant market segmentation, and industry trends for the Hispanics and Foodservice and Delivery market in the US.

Current market landscape

Foodservice is a priority for Hispanic consumers, as 49% would rather order from restaurants than spend their extra money on other things like vacations or clothing. While speed and convenience drive visitation, flexible working arrangements mean that home-based offerings from foodservice vendors will be more important. Foodservice operators have some lost ground to make up in terms of delivering on enjoyable experiences for dine in and takeout.

Future market trends in US Hispanics and Foodservice and Delivery

Positively, foodservice patronage is more than just about satiating hunger, and Hispanics plan to order more from restaurants for moments that matter, like celebrations, big or small, and when they need some convenience. This opens the door for restaurants to provide value above and beyond the basics of good pricing and high-quality food. Showcasing menu variety will be a key way to enticing Hispanic consumers back, however, new dishes should build off of well-known classics rather than trying to be too trendy, as popularity is not always deemed to be good value. As consumers are engaging with brands across a multitude of touchpoints, they expect this will hold true for all categories – even for restaurants.

Read on to discover more about the US Hispanics and Foodservice and Delivery consumer market in this market report, read our US Hispanics: Feeding the Family Market Report 2021, or take a look at our other Food and Foodservice market research reports.

Quickly understand hispanic food delivery users in America

  • Where Hispanics order food.
  • Foodservice ordering methods.
  • Expected changes in foodservice ordering occasions.
  • Top factors considered when choosing a foodservice operator to order from or dine in at.
  • Barriers to dining out/ordering in.

Covered in this report

Brands include: Burger King, Milk Bar Bakery, Starbucks, Nespresso, Target, Tim Hortons, Momofuku, McDonald’s, Ruby’s West End.

Expert analysis from a specialist in the field

This report, written by Carol Wong-Li, a leading analyst in the Consumers and Cultures sector, delivers in-depth commentary and analysis on hispanic consumer preferences for food to highlight current trends and add expert context to the numbers.

Engagement with the foodservice sector remains at dampened levels as a focus on savings and safety keep consumers cooking more at home. Restaurants will need to work harder at proving value in tighter financial times. Positively, there’s a desire to regain lost time and celebrate special occasions (big or small) as well as rely once again on restaurants for shortcuts. Touting menu variety and experiential aspects not easily replicated in the home will delight consumers. Having an omnichannel strategy is a must as consumers expect companies to be accessible wherever they are – holding true even for restaurants.
Carol Wong-Li, Associate Director Lifestyles & Leisure


Carol Wong-Li

Director, Consumers and Cultures

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Hispanics and foodservice and delivery outlook, 2022-27
    • Opportunities
    • There is optimism about ordering more in the next year
      • Figure 2: Expected changes in food ordering, 2021
    • Encouraging return means proving the basics
      • Figure 3: Important factors when ordering food, 2021
    • Omnichannel strategies are a must for foodservice providers
      • Figure 4: Foodservice ordering method, 2021
    • Challenges
    • The value of ordering food is under more scrutiny
      • Figure 5: Barriers to dining out/ordering food, 2021
    • Changing commuting habits impact providers relying on speed and convenience.
      • Figure 6: Types of restaurants employed Hispanics typically order food from, by work-from-home status, 2021
    • Key consumer insights
  3. Hispanics by the Numbers

    • There are 63.5 million Hispanics in the US
      • Figure 7: US population, by race and Hispanic origin, 2016-26
    • Hispanics’ youth indicates growth opportunities
      • Figure 8: Population distribution, by age and race/Hispanic origin, 2021
    • Hispanics’ larger households have a double effect
      • Figure 9: Average number of people per household, by race and Hispanic origin, 2020
      • Figure 10: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
  4. Market Factors

    • COVID-19 isn’t over: new variants fuel concerns
    • Things are improving, but uncertainty remains
      • Figure 11: Median household income, by race and Hispanic origin of householder, 2019
      • Figure 12: Household income distribution by race and Hispanic origin of householder, 2019
    • Inflation is taking a toll
      • Figure 13: Consumer Price Index change from previous year, 2020-21
  5. Current Opportunities and Strategies

    • Meeting consumer needs through the lens of the Value Trend Driver
    • Providing greater value will become even more important as prices rise
    • Exploring unexpected partnerships to increase value: spotlight on Burger King and Robinhood
      • Figure 14: Burger King Instagram post, 2021
    • Meeting the needs of home cooks through the lens of the Experiences Trend Driver
    • Experiences become increasingly important as consumers wish to “make up for lost time”
      • Figure 15: Milk Bar Instagram post, 2021
  6. Hispanics and Foodservice and Delivery – Fast Facts

  7. Foodservice Attitudinal Segments

    • Hispanics have four perspectives toward foodservice and delivery
      • Figure 16: Foodservice attitudinal segments, 2021
    • High priority segments
    • Foodservice Aficionados (31%)
      • Figure 17: Demographic profile of Foodservice Aficionados, 2021
    • Foodservice Opportunists (19%)
      • Figure 18: Demographic profile of Foodservice Opportunists, 2021
    • Low priority segments
    • Foodservice Neutrals (26%)
      • Figure 19: Demographic profile of Foodservice Neutrals, 2021
    • Foodservice Bypassers (23%)
      • Figure 20: Demographic profile of Foodservice Bypassers, 2021
  8. Where Hispanics Order Food

    • Fast and casual options prove most popular, though effort is required to entice greater engagement
      • Figure 21: Types of restaurants Hispanics typically order food from, 2021
    • Affluence and acculturation shape range of restaurants ordered from
      • Figure 22: Types of restaurants Hispanics typically order food from, by language spoken at home and household income, 2021
    • Changing commuting habits impact providers relying on speed and convenience
      • Figure 23: Types of restaurants employed Hispanics typically order food from, by work-from-home status, 2021
    • Popular products served at home will prove more important avenue moving forward
      • Figure 24: Starbucks by Nespresso (USA), January 2022
      • Figure 25: Tim Hortons tomato parmesan and potato bacon soup (Canada), February 2022
      • Figure 26: Momofuku Instagram posts, 2021
  9. Foodservice Ordering Method

    • “Moments of truth” in foodservice are becoming more diverse
      • Figure 27: Foodservice ordering method, 2021
    • Omnichannel engagement and hybrid concepts will become more important
      • Figure 28: Foodservice ordering method, by foodservice attitudinal segments, 2021
      • Figure 29: Amazon Go Instagram post
    • More-affluent Hispanics embrace more ordering methods
      • Figure 30: Foodservice ordering method, by language spoken at home and household income, 2021
    • Consider easing the “earn” or “burn” part of reward programs to appeal to less-affluent segments
  10. Expected Changes in Food Ordering Occasions

    • There is a hint of optimism about ordering more in the future, though caution will remain
      • Figure 31: Expected changes in food ordering, 2021
    • Gains to be had by leaning into celebrations, big or small
      • Figure 32: Select attitudes towards dining out/ordering in, 2021
    • Messaging around convenience and positive experiences will resonate well with Hispanic fathers
      • Figure 33: Expected changes in food ordering – Select occasions, fathers with children under 18 at home vs overall, 2021
      • Figure 34: Select attitudes towards dining out/ordering in, fathers with children under 18 at home vs overall, 2021
  11. Important Factors When Choosing a Foodservice Operator

    • The basics of good value and high quality drive restaurant selection
      • Figure 35: Important factors when ordering food, 2021
    • Variety is desired while trendiness is not a priority, nor are healthy dishes
    • Foodservice providers need to work at addressing the dine-in experience
      • Figure 36: Ruby’s West End Instagram post, 2021
    • Consider drawing in crowds by highlighting the gains of dining in
      • Figure 37: Attitudes towards eating pickup/delivery food at home vs at a restaurant, 2021
  12. Barriers to Dining Out/Ordering Food

    • The value of ordering food is under more scrutiny
      • Figure 38: Barriers to dining out/ordering food, 2021
    • Get people to return by proving the basics
    • Get buy in by letting them have input on the ingredients
      • Figure 39: Starbucks Korea Instagram post, 2021
    • Hispanic women are more likely to have doubts
      • Figure 40: Select barriers to dining out/ordering food, women vs men, 2021
    • Consider partnering with other leisure/entertainment experiences to make dining out more of an outing
    • English-dominant Hispanics are more pragmatic
      • Figure 41: Barriers to dining out/ordering food – To save money, by language preference, 2021
  13. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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