Food Service Growth in the Hispanic Millennial Market

STRATEGIC CULTURALLY RELEVANT ACTIONABLE

Proprietary of Mercury Mambo


In 2012 alone, U.S. Hispanics spent an

overwhelming $36 billion in QSRs

nationwide, marking an increase of 9.6

million visits over the past year. Of those

visitors, 34% were Hispanic Millennials,

aged 18 to 34. This targeted sector

provides a clear window of opportunity

for any QSR wanting to expand their

brand and reach across the country.

Mercury Mambo is committed to helping you identify the most valuable opportunities to activate your brand among Hispanics in your trading area.

Sources: FastCasual.com, 2013


STRATEGIC CULTURALLY RELEVANT ACTIONABLE Sources: The Nielsen Company, 2010; US Census, 2011; QSR Magazine, 2012; Experian Simmons, 2011; Pew Research Center, 2012; Boston Consulting Group, 2012; Hispanic Marketing, 2012; Univision Communications, 2012; Ad Age, 2012. * $1.4 trillion, by the end of 2013.


*

STRATEGIC CULTURALLY RELEVANT ACTIONABLE Sources: The Nielsen Company, 2010; US Census, 2011; QSR Magazine, 2012; Experian Simmons, 2011; Pew Research Center, 2012; Boston Consulting Group, 2012; Hispanic Marketing, 2012; Univision Communications, 2012; Ad Age, 2012



Hispanic Millennials visit QSRs 12 times per month, compared

to 8 times per month for non-Hispanic Millennials.

FREQUENCY OF VISIT: Restaurant experiences that most attract Hispanics:

•  Diverse menus (w/ Latino influences)

•  Accommodate larger families/parties

•  Celebratory atmosphere

•  Staff that speak Spanish

QUALITY OF EXPERIENCE:

Hispanic Millennials are 10% more likely to bring children

during their QSR visit.

SIZE OF PARTY: Variety & health are top of mind.

Hispanics enjoy Latin-inspired flavors and want to see healthier,

lower sodium, better for you (BFY) options on the menu.

DIET & NUTRITION:


Sources: IHS Global Insight, 2011; Hispanic Monitor; Mintel, Restaurant & Institutions, Univision Communications, 2012


I was raised within a culture that appreciates good conversation over a fulfilling meal. I constantly search for new and innovative restaurants that provide this type of enjoyable atmosphere. My choice in restaurant is almost always valuable, apt for the specific occasion, and offers dishes attuned to my palate. I typically visit a restaurant at least 3 times a week, and I often choose specialty sandwich QSRs for lunch. As a new entrant in the workforce, my budget is limited, and so I strive to find a balance between my financial responsibilities and my social outings. While word-of-mouth is influential, I’m always discovering new places via my iPhone and always checking in through Foursquare to alert my friends of my most recent discovery. I make sure to always frequent restaurants that donate some of their proceeds to a charitable organization, whether it’s to support Make-a-Wish or my alma mater. For me, restaurants are not merely a place to eat, but rather a gathering place to socialize and enjoy the company of my friends and family.





Come join us at our table. Let us lead you in maximizing your Hispanic Millennial reach!

BECKY ARREAGA President, Agency Partner [email protected]

LIZ ARREAGA Agency Partner [email protected]

JOSÉ ESPINOZA V.P. of Strategy & Development [email protected]

CARMEN MURCIA Director of Event Services [email protected]


Business

Food Service Growth in the Hispanic Millennial Market