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Food Service Growth in the Hispanic Millennial Market

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U.S. Hispanics make up 21% of the total millennial market, and this sector is growing at a disproportionate rate. …

U.S. Hispanics make up 21% of the total millennial market, and this sector is growing at a disproportionate rate.
Within the Quick Serve Restaurant (QSR) industry, this consumer segment represents an even greater opportunity.
This presentation serves to highlight this opportunity for QSR marketers. Mercury Mambo is committed to helping you identify the most valuable opportunities to activate your brand among Hispanics in your trading area.

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  • 1. STRATEGIC CULTURALLY RELEVANT ACTIONABLEProprietary of Mercury Mambo
  • 2. STRATEGIC CULTURALLY RELEVANT ACTIONABLEIn 2012 alone, U.S. Hispanics spent anoverwhelming $36 billion in QSRsnationwide, marking an increase of 9.6million visits over the past year. Of thosevisitors, 34% were Hispanic Millennials,aged 18 to 34. This targeted sectorprovides a clear window of opportunityfor any QSR wanting to expand theirbrand and reach across the country.Mercury Mambo is committed tohelping you identify the most valuableopportunities to activate your brandamong Hispanics in your trading area.Sources: FastCasual.com, 2013Proprietary of Mercury Mambo
  • 3. STRATEGIC CULTURALLY RELEVANT ACTIONABLESources: 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.Proprietary of Mercury Mambo*
  • 4. STRATEGIC CULTURALLY RELEVANT ACTIONABLESources: 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, 2012Proprietary of Mercury Mambo
  • 5. STRATEGIC CULTURALLY RELEVANT ACTIONABLEHispanic Millennials visit QSRs12 times per month, comparedto 8 times per month fornon-Hispanic Millennials.FREQUENCY OF VISIT:Restaurant experiences that mostattract Hispanics:•  Diverse menus (w/ Latino influences)•  Accommodate larger families/parties•  Celebratory atmosphere•  Staff that speak SpanishQUALITY OF EXPERIENCE:Hispanic Millennials are 10%more likely to bring childrenduring their QSR visit.SIZE OF PARTY:Variety & health are top of mind.Hispanics enjoy Latin-inspiredflavors and want to see healthier,lower sodium, better for you(BFY) options on the menu.DIET & NUTRITION:Proprietary of Mercury MamboSources: IHS Global Insight, 2011; Hispanic Monitor; Mintel, Restaurant & Institutions, Univision Communications, 2012
  • 6. STRATEGIC CULTURALLY RELEVANT ACTIONABLEI was raised within a culture that appreciates goodconversation over a fulfilling meal. I constantly search fornew and innovative restaurants that provide this type ofenjoyable atmosphere. My choice in restaurant is almostalways valuable, apt for the specific occasion, and offersdishes attuned to my palate.I typically visit a restaurant at least 3 times a week, and Ioften choose specialty sandwich QSRs for lunch. As a newentrant in the workforce, my budget is limited, and so I striveto find a balance between my financial responsibilities andmy social outings.While word-of-mouth is influential, I’m always discoveringnew places via my iPhone and always checking in throughFoursquare to alert my friends of my most recent discovery.I make sure to always frequent restaurants that donate someof their proceeds to a charitable organization, whether it’s tosupport Make-a-Wish or my alma mater.For me, restaurants are not merely a place to eat, but rathera gathering place to socialize and enjoy the company of myfriends and family.Proprietary of Mercury Mambo
  • 7. STRATEGIC CULTURALLY RELEVANT ACTIONABLEProprietary of Mercury Mambo
  • 8. STRATEGIC CULTURALLY RELEVANT ACTIONABLECome join us at our table.Let us lead you in maximizing your Hispanic Millennial reach!BECKY ARREAGAPresident, Agency PartnerBecky@mercurymambo.comLIZ ARREAGAAgency PartnerLiz@mercurymambo.comJOSÉ ESPINOZAV.P. of Strategy & DevelopmentJose@mercurymambo.comCARMEN MURCIADirector of Event ServicesCarmen@mercurymambo.comProprietary of Mercury Mambo

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