Industry News | April 16, 2012

Hispanic Population Visits Quick Serves Most

Hispanic consumers visit quick serves more than any other demographic, according to a new study, and operators can gain their loyalty by addressing their culinary and social needs.

“With targeted communication [and] family friendly in-store experiences, and by continuing to deliver high-quality meals with fresh foods and healthy options, quick-serve restaurant brands can motivate Hispanics to become loyal customers,” says Michelle Kessler, senior vice president of Univision’s client development group.

Univision’s QSR Landscape study found that on average, Hispanics visit quick serves more than 10 times per month, compared with seven visits a month from the non-Hispanic population.

“The younger the consumer, the more intensely they visit quick-service restaurants, making Hispanics prime customers,” Kessler says. “For example, [the study] found that 18–24-year-old Hispanics visit quick-service restaurants 13 times a month.”

An accommodating atmosphere is a significant motivator for Hispanic consumers, as they often dine out in larger parties, the study shows. It reports that 34 percent of Hispanics are likely to bring children, compared with 25 percent of non-Hispanics.

“Hispanics are much more likely to cite spending time with family, treating their children, and spending time with friends as reasons to visit a quick-serve restaurant,” Kessler says. “Given that the social aspects of the quick-service visit are so important to Hispanics, there is potential for brands to position themselves as being social-occasion friendly.”

Hispanics also showcase higher spending patterns when dining out, the study reports. A beverage is a popular accompaniment to a meal, as 93 percent of Hispanics say they order food and a beverage versus 78 percent of non-Hispanics who order both. They are less likely to use a coupon, and also contribute more to the breakfast and snack dayparts than the non-Hispanic population.

Across all dayparts, the Hispanic dining party has an average of 2.9 people versus 2.1 for the general population, according to Univision’s study.

Kessler says one way for a brand to position itself as friendly to the Hispanic population is with targeted communication.

“Cultural fluency is what resonates with Hispanics,” she explains. “They are drawn to media and marketing that accurately and fully reflect their Hispanic-American lives. With targeted communications that speak to Hispanics’ cultural tendencies, quick serves can develop a deep relationship with these profitable consumers.”

According to the study, once a brand establishes a relationship with Hispanic consumers, they become even more loyal customers than non-Hispanics.

Brands also gain loyalty when their menus feature fresh food, healthy meal options for children, and fresh veggies and salads, the study says. Non-Hispanics, on the other hand, prefer value options over fresh fare, and are more likely to choose a restaurant because they get “more food here for the same price [than] at other places,” according to the study.

With the Latino population numbering more than 50 million people, Kessler says a brand that adapts itself to Hispanic eating patterns stands to profit.

“The Census reports that through 2020, Hispanics are projected to drive the growth of the teen and young adult population,” Kessler says. “In the long term, Hispanics will become a bigger percentage of the quick-serve restaurant consumer base.”

By Sonya Chudgar

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.


They visit quick service restaurants more than other groups because they are the majority of the workers at quick serves. If quick service restaurants hired a more deverse group of employees other races would visit more often. I worked in that industry for many years #1 complaint employees who cant communicate in english. This has pushed many to fast casual chains as they seem to have hire standards regarding employees and being able to speak with customers.

I disagree. Most of if not all of the workers that dont speak english work in the kitchen not at the front counter. There is not one employer that would put a non english speaking person at there front counter. RIDICULOUS!!!! Now lets talk reality. I am a 3rd generation American. I also own a QSR. The fact of the matter is the Hispanic kitchen workers work very hard. Endure long hours. And apprieciate their jobs. There is no way I would be able to find an American worker to do the same thing. American workers would require much more money and not want to work too many hours. So IF I were able to find these American workers to work in the kitchen, in order to get the job done, it would cost me substantially more to operate which means YOU the consumer would have to pay 8.00 for a hamburger instead of 5.00I don't particularly like what I see going on but there is not much I can do about it. Either I go with the flow or I go out of business.

Pizza Patron always has spanish speaking people at the front desk. It is required. They also take pesos for their products. So there are some quick serve businesses that cater directly to the hispanic population.

The problem most Americans have with Hispanics is that they don't speak English. That is the National language chosen by our forefathers. Every other nationality that has come to our shores has embraced our country. The perception is that Hispanics expect America to change our culture to fit their needs. All Hispanics are tainted with the perception that they are illegal immigrants. If they are undocumented, they are usually in low paying jobs with no insurance. If they need medical care, they go to the emergency room where law requires they be treated. The hospital doesn't absorb this cost, it is passed on to the insured patients or the federal funds provided for indigent care. This causes premiums to increase and/or no money left for care of legal American citizens. Their children go to public schools where I am told we are required to teach them in a language they can understand. This puts strain on an already overburdened system. (They use our laws against us when it benefits them but don't feel they have to obey them if they don't want to....but this appears to be true of many naturalized citizens.)One person put it well when they said, 'I broke into your house, cleaned it, did the upkeep and ate your food. Because I took good care of your house, I should be allowed to remain there.'

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