NPD Group: Hispanics differ in restaurant use
April 14, 2011
CHICAGO — With Hispanic consumers now representing 16% of the U.S. population and making 9.8 billion restaurant visits each year, it is an extremely important demographic for restaurants to target, according to market researcher The NPD Group. Yet Spanish-speaking Hispanics and English-speaking Hispanics use restaurants differently.
Spanish-speaking Hispanics are more much likely to go to restaurants for morning meals and snacks than English-speaking Hispanics or non-Hispanics. Thirty-one per cent of restaurant visits made by Spanish-speaking Hispanics were for breakfast and 22% were for the afternoon or evening snack daypart. For both non-Hispanics and English-speaking Hispanics, 18% of visits were for the morning meal and 15% were for afternoon or evening snack.
“According to the Pew Research Center, 40% of Hispanics are most comfortable peaking Spanish, and our study finds Spanish-speaking Hispanics use restaurants differently than English-speaking Hispanics,” said Bonnie Riggs, restaurant industry analyst for NPD. “These are important considerations when marketing to Hispanics. The messaging and communications need to be relevant to each group.”
Hispanics also are more likely to have children with them than non-Hispanics with more than half of restaurant visits from Spanish-dominant Hispanics and one-third from English-speaking Hispanics, including parties with children. On the other hand, just 29% of visits by non-Hispanics include parties with children.