CHICAGO – Authenticity and a family-friendly atmosphere are key restaurant qualities for Hispanic consumers, according to new research from Chicago-based Technomic, Inc.

Seventy-one per cent of Hispanic consumers said meals at Mexican or other Hispanic restaurants should taste authentic, and 44% said they would pay more for food described as authentic, compared with 21% of the general population. Carne asada, burritos and tacos were deemed top dishes in the survey.

Additionally, 69% of Hispanic consumers said that restaurants are an ideal venue for quality time with family, compared with 52% of the general population. When choosing where to eat, 46% of Hispanic diners seek a family-friendly atmosphere, compared with 33% of all U.S. consumers.

“Hispanics are looking for good taste, quality, freshness and a strong value equation when they dine out, just like other consumers,” said Darren Tristano, executive vice-president of Technomic. “But Hispanics also stand out from other restaurant goers — especially in terms of the high importance they place on family-friendly amenities and ambiance, food and flavor authenticity, and recognizing their culture and native language when communicating to them though marketing and advertising.”

Indeed, 44% said they are more likely to visit a restaurant that offers Spanish-language advertisements.