Hispanic Consumers and Dining Out - US - November 2017

Hispanic Consumers and Dining Out - US - November 2017

Nov 2017 Mintel FoodN/A Price :
$ 3995

Hispanic expenditures on dining out reached $70.9 billion in 2017, a 28% increase since 2012. The challenge for restaurants is to stand out in a fragmented market where Hispanics have multiple options to choose from. Location, flavor, value, and atmosphere can make a difference in restaurant selection as Hispanics balance trying out new restaurants with visiting a few restaurants over and over again.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Figure 1: Share of dining out expenditures, by segment and Hispanic origin, at current prices, 2017
The issues
Dining out is a highly competitive market
Figure 2: Types of restaurants Hispanics visit – past 3 months by type of restaurant, all visits indexed to all, September 2017
Too much to choose from can affect loyalty
Figure 3: Hispanics’ approach toward dining out – new vs repeat visit, September 2017
Restaurant success is built on a combination of factors
Figure 4: Important attributes in Hispanics’ restaurant choice, indexed to all, September 2017
The opportunities
Ability to customize can make a difference
Figure 5: Importance of customization when Hispanics order, September 2017
Recommendations matter
Figure 6: Hispanics’ reliance on recommendations, September 2017
Authenticity matters
Figure 7: Menu characteristics Hispanics find appealing, September 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Hispanics spend $70.9 billion on dining out
Full-service restaurants are growing faster than limited-service establishments
Factors affecting Hispanics’ dining out include…
Where dining out fits
Targeting Hispanics means children will come, too
Not all Hispanics approach dining out equally
MARKET SIZE
Growth in dining out expenditures continues at a healthy pace
Figure 8: Expenditures of Hispanic consumers on dining out, at current prices, 2012-17
MARKET BREAKDOWN
Full-service restaurants are driving growth
Figure 9: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2015 and 2017
Figure 10: Expenditures of Hispanic consumers on dining out, by segment, at current prices, 2012-17
MARKET FACTORS
Larger families, larger checks
Figure 11: Average household size, by race and Hispanic origin, 2016
Figure 12: Households with related children, by race and Hispanic origin of householder, 2016
Lower median household income forces Hispanics to search for value
Figure 13: Median household income, by race and Hispanic origin of householder, 2015
Figure 14: Household income distribution, by race and Hispanic origin of householder, 2015
Strong labor market may prompt Hispanics to increase discretionary spending
Figure 15: Unemployment rate (seasonally adjusted), by Hispanic origin, January 2007-August 2017
MARKET PERSPECTIVE
Dining out is the preferred out-of-home activity for Hispanics
Figure 16: Hispanics’ preferred out-of-home activities, indexed to all, October 2016
Children are likely to be present
Figure 17: With whom Hispanics dine out at family sit-down restaurants, indexed to all, April 2016-May 2017
DINING OUT ATTITUDINAL SEGMENTS
Core aspects of dining out are similar to the US general market
Figure 18: Hispanics’ attitudes toward dining out, indexed to all, September 2017
There are four dining out attitudinal segments for Hispanics
Figure 19: Hispanics’ dining out attitudinal segments, September 2017
Hispanic Dining Out Enthusiasts (34%)
Characteristics
Opportunities
Figure 20: Profile of Hispanic Dining Out Enthusiasts, September 2017
Hispanic Experience Seekers (23%)
Characteristics
Opportunities
Figure 21: Profile of Hispanic Experience Seekers, September 2017
Hispanic Convenience Seekers (22%)
Characteristics
Opportunities
Figure 22: Profile of Hispanic Convenience Seekers, September 2017
Hispanic Special Occasion Seekers (20%)
Characteristics
Opportunities
Figure 23: Profile of Hispanic Special Occasion Seekers, September 2017
KEY PLAYERS – WHAT YOU NEED TO KNOW
Hispanics over index for sharing aspects of their dining out experiences
Health claims can make a difference if flavor remains intact
Less is more
Food delivery services are gaining popularity
Kids-eat-free promotions depend on the target
Don’t lose sight of what matters
WHAT’S HAPPENING?
The importance of providing social currency
Figure 24: Hispanics’ dining out social media sharing, indexed to all, June 2017
Health claims should be handled with care
Figure 25: Attitudes toward food, by Hispanic origin and language spoken at home, April 2016-May 2017
Zapatero a tus zapatos (ie Stick with what you’re good at)
Food delivery services
Figure 26: Denny’s on Demand and Gio Dos Santos everywhere commercial, June 2017
Kids-eat-free promotions
WHAT’S NEXT?
A more competitive market, but the foundation remains
THE CONSUMER – WHAT YOU NEED TO KNOW
Hispanics visiting a variety of restaurant types
With so many options to choose from, loyalty can be fragile
If you build it, location is not enough for them to come
Restaurants need flexibility and enable visitors to customize
Recommendations are key to getting known
Pictures and authenticity are important
DINING OUT BY RESTAURANT TYPES
Hispanics over index for visiting a variety of restaurant types
Figure 27: Types of restaurants Hispanics visit – past 3 months, indexed to all, September 2017
Figure 28: Types of restaurants Hispanics visit – past 3 months by type of restaurant, all visits indexed to all, September 2017
Fast food restaurants
Who are Hispanic fast food visitors?
What is important to know about them?
Figure 29: Demographic profile of the Hispanic fast food visitor – past 3 months, September 2017
Casual restaurant
Who are Hispanic casual restaurant visitors?
What is important to know about them?
Figure 30: The Hispanic casual restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
Fast casual restaurants
Who are Hispanic fast casual restaurant visitors?
What is important to know about them?
Figure 31: The Hispanic fast casual restaurant visitor – past 3 months, by gender and age, September 2017
Figure 32: The Hispanic fast casual restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
Family casual restaurants
Who are Hispanic family casual restaurant visitors?
What is important to know about them?
Figure 33: The Hispanic family restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
Independent Hispanic restaurants
Who are the Hispanics who visit independent Hispanic restaurants?
What is important to know about them?
Figure 34: The Hispanic independent Hispanic restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
Fine dining restaurants
Who are Hispanic fine dining restaurant visitors?
What is important to know about them?
Figure 35: The Hispanic fine dining restaurant visitor – past 3 months, by gender and age, September 2017
Figure 36: The Hispanic fine dining restaurant visitor – past 3 months, by household income and level of acculturation, September 2017
DINING OUT APPROACH
Dining out means balancing curiosity and habit
Figure 37: Hispanics’ approach toward dining out – meaning and value, September 2017
Hispanic moms more likely to see dining out as a well-deserved break
Figure 38: Hispanics’ perception of dining out as a break, by presence of children under 18 in the household, September 2017
The social component of dining out gains importance among more- affluent Hispanics
Figure 39: Importance of the social component of dining out among Hispanics, by household income and level of acculturation, September 2017
Overspending more likely as Hispanics become more affluent
Figure 40: Concerns about spending on dining out among Hispanics, by household income and level of acculturation, September 2017
IMPORTANT ATTRIBUTES IN RESTAURANT CHOICE
Hispanics want to feel welcomed
Figure 41: Important attributes in Hispanics’ restaurant choice, indexed to all, September 2017
Flavor preferences become more fragmented with acculturation
Figure 42: Important attributes in Hispanics’ restaurant choice, by household income and level of acculturation, September 2017
Flexibility more important among more-affluent Hispanics
Figure 43: Importance of customization in Hispanics’ restaurant choice, by household income, September 2017
SPECIAL ORDERING
Ability to customize can make a difference
Figure 44: Hispanics’ ordering behavior, September 2017
Less-acculturated Hispanics are more likely to have a sweet tooth
Figure 45: Hispanics’ likelihood of ordering dessert, September 2017
Restaurants may benefit from having bilingual staff
Figure 46: Likelihood of Hispanics asking waiter/staff for advice, by household income and level of acculturation, September 2017
RECOMMENDATIONS WHEN DINING OUT
Hispanics are open to recommendations
Figure 47: Hispanics’ reliance on recommendations, September 2017
Hispanic men don’t ask for directions
Figure 48: Hispanics’ reliance on recommendations, by gender and age, September 2017
More-acculturated Hispanics less likely to rely on others
Figure 49: Hispanics’ reliance on recommendations, by level of acculturation, September 2017
APPEALING MENU CHARACTERISTICS
Hispanics want to be able to visualize what they order
Visual
Authentic
Different sizes
Nutritional information
Figure 50: Menu characteristics Hispanics find appealing, September 2017
A picture is worth a thousand words
Figure 51: TURF Analysis – Menu characteristics Hispanics find appealing, July 2017
Figure 52: Table – TURF analysis – Menu characteristics Hispanics find appealing, September 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
TURF analysis methodology
A note on acculturation
APPENDIX – THE MARKET
Figure 53: Expenditures of Hispanic consumers on dining out, at inflation-adjusted prices, 2012-17
APPENDIX – CONSUMER DATA
Figure 54: Fast food restaurants Hispanics visited in the past 30 days, indexed to all, April 2016-May 2017

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