CHICAGO— Restaurant operators and food manufacturers would do well to focus marketing to Hispanics around the family and children because they prefer to dine out with family, according to new data from NPD Group CREST® Hispanic foodservice market research.
Hispanics comprise 16% of the U.S. population and made an estimated 5.8 billion restaurant visits in the first six months of 2011. Among Hispanics, 45% will visit a restaurant in a group of three or more compared to 32% for non-Hispanics. Slightly more than 40% of restaurant visits by Hispanics include children compared to 30% of non-Hispanic visits.
Data revealed language is an important factor in how U.S. Hispanic families use restaurants—Spanish language is an aspect of home life for 88% of the Hispanic population; 52% of Hispanics are bilingual speaking Spanish and English; slightly more than 25% are Spanish-language dominant; and 21% are English dominant. Spanish-language dominant Hispanics are the most likely to include children in their foodservice visits.
“Hispanic restaurant consumers tell us that they would visit restaurants more if they make children feel welcome. Language also matters in reaching this market," said Michele Schmal, vice president, product management for NPD’s foodservice unit.
