Latino Foodservice Trends in the U.S.
Published: November 1, 2011
- 132 Pages
Table of Contents
- Executive Summary
- Scope and Methodology
- Scope of coverage
- Methodology
- Consumer survey methodology
- Menu item analysis
- Market size and forecast
- Hispanic restaurant spend trending
- Definitions
- Share of Stomach: Latino Foodservice Market Size and Forecast
- Insight capsule
- Latino Foodservice: Macrotrends and Drivers
- Insight capsule
- Fast Facts
- Latinos in Context: Cuisine and Menu Trends
- Insight Capsule
- Fast Facts
- Restaurants, Hispanics & Health
- Insight Capsule
- Fast Facts
- Latinos in Context: Food & Restaurant Spending Trends
- Insight Capsule
- Fast Facts
- Latinos in Context: Restaurant Industry Guest Traffic Trends
- Insight Capsule
- Latinos in Context: Casual Restaurant Guest Traffic Trends
- Insight Capsule
- Latinos in Context: Family Restaurant Guest Traffic Trends
- Insight Capsule
- Latinos in Context: Quick Service Restaurant Guest Traffic Trends
- Insight Capsule
- Latinos in Context: Snack & Beverage Concept Guest Traffic Trends
- Insight Capsule
- Latinos in Context: Restaurant Brand Analysis
- Insight Capsule
- Scope and Methodology
- Share of Stomach: Latino Foodservice Market Size and Forecast
- INTRODUCTION
- Restaurant sales to consumers
- Limited service restaurant sales to consumers fare better than full service sales
- Hispanic share of restaurant sales ticks upward
- Balancing population growth, unemployment trends and HH income
- Hispanic momentum in full service restaurants' favor
- Limited service Hispanic restaurant share plateaus
- Latino Foodservice: Macrotrends and Drivers
- Overview
- Hispanic importance to market will only grow over time
- Table Hispanic Population, Share of Total Population, by Age, 2005 2025
- Hispanic HH income and household wealth lags
- Table Income Analysis, by Race/Gender
- But share of consumer spending and buying power on the upswing
- Table Average Annual Expenditures by Hispanic and Non Hispanic Consumer Units, 2005 09
- Table Aggregate Spending by Hispanic and Non Hispanic Consumer Units, 2005 09
- And significant gains in buying power projected
- Table Projected Growth in Hispanic Buying Power, 2010 15
- Key restaurant demographic drivers: youth and males
- Youthful Hispanic population important to all restaurant segments
- Table Population by Selected Age Group, Hispanics vs. Other Population Groups, 2009
- Population share + restaurant use and usage frequency
- Table Restaurant Segment Use and Usage Frequency Among Hispanics, by Age, 2011
- Males the majority
- Table Population by Gender, Hispanics vs. Other Population Groups, 2009
- But restaurant usage and usage frequency tilts to Hispanic females
- Table Restaurant Segment Use and Usage Frequency Among Hispanics, by Gender, 2011
- Larger, family households with children
- Latino households much larger than average
- Table Population by Gender, Hispanics vs. Other Population Groups, 2009
- Regional variations
- Language and acculturation
- Table Percent of Hispanic Population Foreign Born, 2009
- Table Percent of Hispanic Population Foreign Born, by Age Group, 2009
- Most Latinos Are English-speakers
- Table English Language Capabilities of Hispanics 5 Years Old and Over, 2009
- Influence of English language grows
- Table English Language Capabilities of Hispanics 5 Years Old and Over, 2000 09
- Marketing correctly to multicultural consumers
- Taco Bell's talking Chihuahua
- The Spanish media angle
- Olive Garden: Spanish media; mainstream restaurant chain
- Youthful Hispanic population important to all restaurant segments
- A question of confidence
- Opportunity: target Hispanics in view of restaurant usage & degree of confidence
- Table Degree of Consumer Confidence, Correlation to Restaurant Usage by Segment, Hispanics vs. Non Hispanics
- Opportunity: target Hispanics in view of restaurant usage & degree of confidence
- Know your geography
- Highly concentrated Hispanic areas influence leading restaurants' Hispanic share
- Jack in the Box geographic analysis
- Table Jack in the Box Location & Hispanic Population Analysis
- Denny's geographic analysis
- Table Denny's Location & Hispanic Population Analysis
- But it's not just about location; it's also about cuisine type
- Domino's delivers to Hispanics
- Table Domino's Location & Hispanic Population Analysis
- Latinos in Context: Cuisine and Menu Trends
- Overview
- Top ethnic cuisine and flavor trends
- What's hot?
- Table Top Ethnic Cuisine and Flavor Trends, 2011
- What's hot?
- Mexican on the menu
- Top sauces and flavors on Mexican menus
- Table Top Sauces and Flavors at Mexican Restaurants, Incidence and Penetration, 2011
- Top Mexican sauces and flavors used across restaurant industry
- Table Top Mexican Sauces and Flavors, All Restaurant Menus, Incidence and Penetration, 2011
- Top Mexican entrees vary by segment
- Table Top Mexican Entrees, Restaurant Penetration, by Segment, 2011
- Regional variation
- Table Top Mexican Entrees, Restaurant Penetration, by Region, 2011
- Top Mexican appetizers
- Table Top Mexican Appetizers, Restaurant Penetration, by Segment, 2011
- More than just Mexican
- Shared in common
- Mexican menu presence dwarfs those of other Latin American regions
- Table Latino/Hispanic Cuisine: Restaurant Industry Menu Incidence & Brand Penetration, by Segment, 2011
- Non Hispanic cuisine chains
- Pizza chain mixes traditional pizza offerings with Latino-influenced fare
- Table Domino's Pizza: Latin Influenced Menu Item Introductions, 2010 11
- Breakfast mainstay spices up menu
- Table Denny's: Latin Influenced Menu Item Introductions, 2010 11
- Casual Bar & Grill player innovates with Hispanic-influenced fare
- Table Chili's: Latin Influenced Menu Item Introductions, 2010 11
- Burgers with flair
- Table Sonic: Latin Influenced Menu Item Introductions, 2010 11
- Studying high concentration areas
- Diversity on the menu
- Studying street food
- Top sauces and flavors on Mexican menus
- Restaurants, Hispanics & Health
- Making health a priority
- The argument in dollars and cents
- Obesity rates among Hispanics trending higher
- Rates among Hispanic children on the rise
- Lower incomes
- Rates among men and women by race and ethnicity differ
- Hispanic culture and practices significantly influence obesity perceptions
- Burst and bust short-time financial cycle leads to food sharing
- Feeding children a symbol of nurturing and achievement
- Obesity not perceived as negative
- Study ramifications for restaurant industry
- Hispanic poverty is widespread
- Hispanic diet, health & food attitudes: a myth exposed & health contradiction?
- Healthful eating conundrum
- Positive breakfast trend; negative ingredient knowledge trend
- Table Hispanic Diet, Health & Food Attitudes: Percentage Use, Index to Non Hispanics, 2006 11
- Healthy fast food? Not so fast!
- Generational differences compounded by usage-frequency differences
- Table Healthy Fast Food Endorsement: Percentage Use, Hispanic Generation Index to General Population,2011
- But HH income tells a different story
- Table Healthy Fast Food Endorsement: Percentage Use, Hispanic HH Income & Gen Y Gender Index to General Population,2011
- Nutrition
- Table Food Nutrition Importance: Percentage Use, Hispanic Generation & Gen Y Gender Index to General Population,2011
- The importance of the kitchen is relative
- The kitchen is much more important to some than to others
- Debunking a myth: importance of kitchen does not deter Hispanic restaurant use?
- Table Kitchen Importance: Percentage Use, Hispanic Generation & Gen Y Gender Index to General Population,2011
- Making health a priority
- Latinos in Context: Food & Restaurant Spending Trends
- Overview
- Hispanic HH income and household wealth lags
- Table Income Analysis, by Race/Gender
- But share of consumer spending and buying power on the upswing
- Table Average Annual Expenditures by Hispanic and Non Hispanic Consumer Units, 2005 09
- Table Aggregate Spending by Hispanic and Non Hispanic Consumer Units, 2005 09
- Table Income Analysis, by Race/Gender
- Hispanic HH income and household wealth lags
- Hispanic household spending trends
- Hispanic food spending trends
- Gap between narrows between food-away-from-home and food-at-home spending
- Hispanic restaurant spending trends
- Full-service restaurant share gains suggest that significant shift is underway
- Hispanic daypart spending trends
- Per household versus per person restaurant spending
- Breakfast spending increases defy recession
- Lunch
- Dinner
- Snack
- Overview
- Latinos in Context: Restaurant Industry Guest Traffic Trends
- Overview
- A growth driver
- Population growth saves industry
- Table Restaurant Usage by Segment: All Consumers, 2007 11
- Hispanic growth is the key
- Table Restaurant Usage Among Latino/Hispanics, by Segment, 2007 11
- Hispanic usage share increases in all major restaurant segments
- Table Latino/Hispanic Restaurant Usage Share, by Segment, 2007 11
- Standouts: Family breakfast restaurants
- Standouts: Pizza establishments
- Table Indexed Restaurant Usage by Segment & Sub Segment: Hispanic/Latinos & NonHispanic/Latinos, 2011
- Usage, by demographic
- Gender trends
- Table Restaurant Usage by Segment, All Consumers vs. Hispanic/Latinos, by Gender, 2011
- Generation gap
- Table Restaurant Usage by Segment, All Consumers vs. Hispanic/Latinos, by Generation, 2011
- Income plays significant role
- Table Restaurant Usage by Segment, All Consumers vs. Hispanic/Latinos, by HH Income, 2011
- Full service restaurant usage trends, by segment
- Table Full Service Restaurant Usage by Segment: All Consumers, 2007 11
- Hispanic share
- Table Full Service Restaurant Usage Among Latino/Hispanics, by Segment, 2007 11
- Table Latino/Hispanic Full Service Restaurant Usage Share, by Segment, 2007 11
- Full-service usage frequency
- Table Full Service Restaurant Visit Frequency in Past Month: Hispanic/Latino Consumers vs. Non Hispanic/Latino Consumers
- Table Full Service Restaurant Usage, by Daypart: Hispanic/Latino Consumers vs. Non Hispanic/Latino Consumers
- Spanish speaking Hispanics skew to snacking and breakfast dayparts
- Limited service restaurant usage, by segment
- Table Limited Service Restaurant Usage by Segment: All Consumers, 2007 11
- Table Limited Service Restaurant Usage Among Latino/Hispanics, by Segment, 2007 11
- Table Latino/Hispanic Limited Service Restaurant Usage Share, by Segment, 2007 11
- Limited service restaurant usage frequency
- Table Limited Service Restaurant Usage Frequency: Hispanic/Latino Consumers vs. Non Hispanic/Latino Consumers
- Table Limited Service Restaurant Usage, by Daypart: Hispanic/Latino Consumers vs. Non Hispanic/Latino Consumers
- Overview
- Latinos in Context: Casual Restaurant Guest Traffic Trends
- Overview
- Hispanic share of Casual Bar & Grill and Italian higher than Casual Steak
- Table Casual Restaurant Usage Metrics, by Casual Sub Segment: All Consumers vs. Hispanic/Latino Consumers
- Hispanic usage lags, and demographic trends mirror general population
- Table Casual Restaurant Usage, All Consumers vs. Hispanic/Latinos, by Gender, Generation & HH Income, 2011
- Casual Bar & Grill brand analysis
- Table Casual Bar & Grill Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Olive Garden advertising paying off?
- Table Casual Italian Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Steak's on!
- Table Casual Steak Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Latinos in Context: Family Restaurant Guest Traffic Trends
- Overview: Food health attributes that determine choice of a "quick bite"
- Family restaurants a Hispanic favorite
- Table Family Restaurant Usage Metrics, by Segment: All Consumers vs. Hispanic/Latino Consumers
- Demographic snapshot
- Table Full Service & Limited Service Family Restaurant Usage, All Consumers vs. Hispanic/Latinos, by Gender, Generation & HH Income, 2011
- Limited service family restaurant brand analysis
- Table Limited Service Family Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Family breakfast restaurant brand analysis
- Table Family Breakfast Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Family all day restaurant brand analysis
- Table Family All Day Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Family restaurants a Hispanic favorite
- Overview: Food health attributes that determine choice of a "quick bite"
- Latinos in Context: Quick Service Restaurant Guest Traffic Trends
- Overview
- Enormous quick service restaurant usage footprint
- Table Quick Service Restaurant Usage Frequency: All Consumers vs. Hispanic/Latino Consumers
- Quick service restaurant usage, by segment
- Table Quick Service Restaurant Usage Metrics, by Segment: All Consumers vs. Hispanic/Latino Consumers
- Hispanic Burger usage in line with average
- 170 million users; 13.2% Hispanic share
- Table QSR Burger Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Pizza, pizza!
- A Hispanic draw
- Table QSR Pizza Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Mexican QSRs outperform
- Taco Bell the exception
- Table QSR Mexican Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Enormous quick service restaurant usage footprint
- Overview
- Latinos in Context: Snack & Beverage Concept Guest Traffic Trends
- Overview
- Snack and beverage: a demographic overview
- Table Snack & Beverage Restaurant Usage, All Consumers vs. Hispanic/Latinos, by Gender, Generation & HH Income, 2011
- Hispanic share lags that of QSR
- Jamba Juice: usage leader
- Table Snack and Beverage Restaurant Usage Metrics, by Restaurant Brand: All Consumers vs. Hispanic/Latino Consumers
- Snack and beverage: a demographic overview
- Overview
- Latinos in Context: Restaurant Brand Analysis
- Top 25 restaurant brands: tale of the tape
- Five-year Hispanic growth triple that of population as a whole
- Hispanic share gains
- Thanks to largest overall usage footprint, McDonald's draws most Hispanics
- But eight other brands register explosive usage growth
- McDonald's versus burger rivals
- Burger saturation-or are burgers just not hitting the mark?
- High Hispanic share
- Low Hispanic share
- Share gainers
- Table Top 25 Restaurant Brands: System wide Sales & Hispanic Share of Guest Traffic, 2007 11
- Top 25 quick take: Hispanic vs. all consumers restaurant brand usage
- Top 25 quick take: Hispanic vs. all consumers restaurant brand usage likelihood
- Throwing a wider net: large and mid size chains
- Table Restaurant Brands with High Hispanic Usage Share: Indexed Use, Revenue and Units, 2011
- Top 25 restaurant brands: tale of the tape
Abstract
Hispanic consumers are central to restaurant industry growth: Hispanic share of consumer-driven restaurant sales is on the upswing, with growth of 4.7% in 2011, almost double that of the U.S. consumers generally. Latino Foodservice Trends in the U.S. provides industry participants with valuable insights about the impact Hispanics are having on the restaurant industry:
- How the prevalence of Hispanic youth, children, and choice of language spoken affect restaurant usage, supported by restaurant usage frequency analysis
- How Hispanic perceptions about consumer confidence affect their frequency of restaurant use and why marketing messages should be tailored accordingly
- How geography and featured cuisine affect Hispanic guest traffic volume and growth
- Analysis of “hot” ethnic cuisine trends; Mexican menu items; Caribbean, Mexican, South American menu item penetration; and brand LTO/new menu items.
- Challenging commonly held beliefs about Hispanics’ views on the importance of the kitchen and at-home family dining—and why full-service restaurant share gains suggest that a significant shift is underway
- Understanding the greater conflict on the part of Hispanics than on the part of non-Hispanics regarding healthful eating perceptions.
- Which restaurant segments and brands (by foodservice sales) are growing Hispanic share
The report also covers the following topics:
- Drivers pertinent to the Hispanic share of the restaurant sales, including population and income growth trends; demographic drivers; language and acculturation; Hispanic consumer confidence; and geographic trends and related brand analysis.
- Hispanic health issues and trends pertinent to the restaurant industry, including obesity trends and related sociological issues; attitudes toward health, diet and food, with a focus on their views on healthy fast food, the nutritional value of food, and the importance of the kitchen to their home.
- Combined sales and guest traffic trends during 2007-11 among the top 25 restaurant brands by sales, as well as a wider net of top brands according to Hispanic share of use.
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