In 2012, U.S. Hispanics significantly contributed to quick service restaurant (QSR) spending, with millennial Hispanics showing a higher frequency of visits compared to non-Hispanic millennials. The data indicates that QSRs can leverage this demographic by offering diverse, healthier menu options and an engaging atmosphere. Mercury Mambo emphasizes its role in helping brands effectively target Hispanic millennials to enhance their market presence.

1. STRATEGIC
CULTURALLY RELEVANT
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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
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3. 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.
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*

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

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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.
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7. STRATEGIC
CULTURALLY RELEVANT
ACTIONABLE
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Come join us at our table.
Let us lead you in maximizing your Hispanic Millennial reach!
BECKY ARREAGA
President, Agency Partner
Becky@mercurymambo.com
LIZ ARREAGA
Agency Partner
Liz@mercurymambo.com
JOSÉ ESPINOZA
V.P. of Strategy & Development
Jose@mercurymambo.com
CARMEN MURCIA
Director of Event Services
Carmen@mercurymambo.com
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