Technomic Examines Hispanic Restaurant Consumers and Acculturation Trends

Technomic Examines Hispanic Restaurant Consumers and Acculturation Trends


Chicago, IL–(HISPANIC PR WIRE – BUSINESS WIRE)–November 27, 2007–With the U.S. Hispanic population growing faster than any other group, restaurant operators must work harder to understand and cater to this increasingly-important customer base. Census Bureau data now places Hispanics at roughly 44 million–nearly 15 percent of the U.S. population–making the U.S. the third largest concentration of Hispanics in the world, after Mexico and Colombia.

“The purchasing power of Hispanics will exceed $863 billion this year, marking the first time that Hispanics control more disposable income than any other U.S. minority group,” explains Darren Tristano, Executive Vice President of Technomic Information Services, publisher of the recently-released Hispanic Foodservice Report. “We see that successful foodservice operators and suppliers will need to keep abreast of what these new consumers will expect on restaurant menus, how frequently they’ll dine out, and how to best serve them.”

The new report thoroughly canvases the Hispanic foodservice market, providing detailed reporting and key takeaways on consumer behaviors and preferences, as well as current and future implications to restaurant operators. Using a July 2007 survey of over 1,000 U.S. Hispanic consumers, key findings include:

— Mexican is clearly the most-preferred cuisine among Hispanic consumers, as indicated by 58 percent of survey respondents. Italian is a distant second (19 percent), followed by American (11 percent).

— When ordering Latino-style entrees at full-service restaurants, more than half (58 percent) of the respondents said they are more concerned with the general taste of these menu items than their authenticity. Furthermore, 50 percent of Hispanic consumers believe that if a restaurant offers such foods, it should also offer Latino-style beverages.

— Spending among Hispanic consumers at full-service restaurants is substantial; reported individual check averages were $14.80 at lunch and $20 at dinner.

— Hispanic consumers are more likely to visit independent restaurants than chains. Among those surveyed, 48 percent had visited full-service independent Mexican restaurants and 34 percent had dined at full-service independent restaurants serving other types of foods.

In addition to detailed reporting on current and future Hispanic restaurant consumers, the new report also provides in-depth information and analysis of the broader U.S. Hispanic marketplace for food and examination of numerous Latin American cuisines.

The Hispanic Foodservice Report also provides several appendices detailing the Top 250 chain operators featuring Hispanic cuisines, emerging chains and independents, census bureau and survey demographics, as well as state and regional Hispanic population data and consumer survey data tables. To purchase or learn more, please visit or contact one of the individuals listed below.

About Technomic Information Services

Technomic Information Services has been tracking the foodservice industry for over 40 years, providing industry intelligence, forecasts, data and training support to manufacturers, operators, distributors and others allied to the field. Our numerous publications and digital products–featuring quick-read newsletters, analytical annual reports, training handbooks, sales guides and restaurant chain profiles–help industry leaders keep a finger on the pulse of the entire foodservice terrain. Technomic Information Services delivers distinctive, premium content to its customers.

About Technomic, Inc.

Technomic provides food and foodservice clients with the research, insights and strategic consulting support they need to enhance their business strategies, decisions and results. Its services include category and channel analyses, customer satisfaction studies, opportunity assessments, benchmarking programs and brand equity enhancement.

Technomic Examines Hispanic Restaurant Consumers and Acculturation Trends