Latino Foodservice Trends in the U.S.

Chapter 1: Executive Summary

Scope and Methodology

Scope of coverage

Methodology

Consumer survey methodology

Menu item analysis

Methodology

Market size and forecast

Hispanic restaurant spend trending

Definitions

Share of Stomach: Latino Foodservice Market Size and Forecast

Insight capsule

Latino Foodservice: Macrotrends and Drivers

Insight capsule

Fast Facts

Latinos in Context: Cuisine and Menu Trends

Insight Capsule

Fast Facts

Restaurants, Hispanics & Health

Insight Capsule

Fast Facts

Latinos in Context: Food & Restaurant Spending Trends

Insight Capsule

Fast Facts

Latinos in Context: Restaurant Industry Guest Traffic Trends

Insight Capsule

Latinos in Context: Casual Restaurant Guest Traffic Trends

Insight Capsule

Latinos in Context: Family Restaurant Guest Traffic Trends

Insight Capsule

Latinos in Context: Quick-Service Restaurant Guest Traffic Trends

Insight Capsule

Latinos in Context: Snack & Beverage Concept Guest Traffic Trends

Insight Capsule

Latinos in Context: Restaurant Brand Analysis

Insight Capsule

Chapter 2: Share of Stomach: Latino Foodservice Market Size and Forecast

Introduction

Restaurant sales to consumers

Graph 2-1: Restaurant Sales to Consumers, 2006-11

Limited-service restaurant sales to consumers fare better than full-service sales

Graph 2-2: Restaurant Sales to Consumers, by Segment, 2006-11

Hispanic share of restaurant sales ticks upward

Graph 2-3: Restaurant Sales to Consumers, Share of Sales to Hispanics, 2006-11

Balancing population growth, unemployment trends and HH income

Graph 2-4: Restaurant Sales to Hispanic and Non-Hispanic Consumers,

Percent Change, 2007-11

Hispanic momentum in full-service restaurants’ favor

Graph 2-5: Full-Service Restaurant Sales to Consumers, Share of Sales to Hispanics, 2006-11

Graph 2-6: Full-Service Restaurant Sales to Hispanic and Non-Hispanic Consumers,

Percent Change, 2007-11

Limited-service Hispanic restaurant share plateaus

Graph 2-7: Limited-Service Restaurant Sales to Consumers, Share of Sales to Hispanics, 2006-11

Graph 2-8: Limited-Service Restaurant Sales to Hispanic and Non-Hispanic Consumers,

Percent Change, 2007-11

Chapter 3: Latino Foodservice: Macrotrends and Drivers

Overview

Hispanic importance to market will only grow over time

Table 3-1: Hispanic Population, Share of Total Population, by Age, 2005-2025

Hispanic HH income and household wealth lags

Table 3-2: Income Analysis, by Race/Gender

But share of consumer spending and buying power on the upswing

Table 3-3: Average Annual Expenditures by Hispanic and Non-Hispanic Consumer Units, 2005-09

Table 3-4: Aggregate Spending by Hispanic and Non-Hispanic Consumer Units, 2005-09

And significant gains in buying power projected

Table 3-5: Projected Growth in Hispanic Buying Power, 2010-15

Key restaurant demographic drivers: youth and males

Youthful Hispanic population important to all restaurant segments

Table 3-6: Population by Selected Age Group, Hispanics vs. Other Population Groups, 2009

Population share + restaurant use and usage frequency = important

Table 3-7: Restaurant Segment Use and Usage Frequency Among Hispanics, by Age, 2011

Males the majority

Table 3-8: Population by Gender, Hispanics vs. Other Population Groups, 2009

But restaurant usage and usage frequency tilts to Hispanic females

Table 3-9: Restaurant Segment Use and Usage Frequency Among Hispanics, by Gender, 2011

Larger, family households with children

Latino households much larger than average

Table 3-10: Population by Gender, Hispanics vs. Other Population Groups, 2009

Regional variations

Language and acculturation

Table 3-11: Percent of Hispanic Population Foreign-Born, 2009

Table 3-12: Percent of Hispanic Population Foreign-Born, by Age Group, 2009

Most Latinos Are English-speakers

Table 3-13: English-Language Capabilities of Hispanics 5 Years Old and Over, 2009

Influence of English language grows

Table 3-14: English-Language Capabilities of Hispanics 5 Years Old and Over, 2000-09

Marketing correctly to multicultural consumers

Taco Bell’s talking Chihuahua

The Spanish media angle

Olive Garden: Spanish media; mainstream restaurant chain

A question of confidence

Opportunity: target Hispanics in view of restaurant usage & degree of confidence

Table 3-15: Degree of Consumer Confidence, Correlation to Restaurant Usage by Segment,

Hispanics vs. Non-Hispanics

Know your geography

Graph 3-1: Hispanic/Latino Population as Percent of Total Population by County, 2010

Highly concentrated Hispanic areas influence leading restaurants’ Hispanic share

Jack in the Box geographic analysis

Table 3-16: Jack in the Box Location & Hispanic Population Analysis

Denny’s geographic analysis

Table 3-17: Denny’s Location & Hispanic Population Analysis

But it’s not just about location; it’s also about cuisine type

Domino’s delivers to Hispanics

Table 3-18: Domino’s Location & Hispanic Population Analysis

Chapter 4: Latinos in Context: Cuisine and Menu Trends

Overview

Top ethnic cuisine and flavor trends

What’s hot?

Table 4-1: Top Ethnic Cuisine and Flavor Trends, 2011

Mexican on the menu

Top sauces and flavors on Mexican menus

Table 4-2: Top Sauces and Flavors at Mexican Restaurants,

Incidence and Penetration, 2011

Top Mexican sauces and flavors used across restaurant industry

Table 4-2: Top Mexican Sauces and Flavors, All Restaurant Menus, Incidence and Penetration, 2011

Top Mexican entrees vary by segment

Table 4-3: Top Mexican Entrees, Restaurant Penetration, by Segment, 2011

Regional variation

Table 4-4: Top Mexican Entrees, Restaurant Penetration, by Region, 2011

Top Mexican appetizers

Table 4-5: Top Mexican Appetizers, Restaurant Penetration, by Segment, 2011

More than just Mexican

Shared in common

Mexican menu presence dwarfs those of other Latin American regions

Table 4-6: Latino/Hispanic Cuisine: Restaurant Industry

Menu Incidence & Brand Penetration, by Segment, 2011

Non-Hispanic cuisine chains

Pizza chain mixes traditional pizza offerings with Latino-influenced fare

Table 4-7: Domino’s Pizza: Latin-Influenced Menu Item Introductions, 2010-11

Breakfast mainstay spices up menu

Table 4-8: Denny’s: Latin-Influenced Menu Item Introductions, 2010-11

Casual Bar & Grill player innovates with Hispanic-influenced fare

Table 4-9: Chili’s: Latin-Influenced Menu Item Introductions, 2010-11

Burgers with flair

Table 4-10: Sonic: Latin-Influenced Menu Item Introductions, 2010-11

Studying high concentration areas

Diversity on the menu

Studying street food

Chapter 5: Restaurants, Hispanics & Health

Making health a priority

The argument in dollars and cents

Obesity rates among Hispanics trending higher

Graph 5-1: Age-Adjusted Prevalence of Overweight, Obesity and Extreme Obesity among

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