Hi, I’m Steve, and if you’re in the restaurant business, you need to be marketing to Hispanics. This powerhouse demographic of 57 million Americans is mostly young; 60 percent of them millennials or younger.
Second, they make buying decisions based upon the technology that you offer them. Third, they love to eat out with their families. They hunt in big groups, and they spend a lot of money. And finally, they go to brands that cater to bilinguals.
If you want to be successful with Hispanic guests, take a lesson from great brands like Papa John’s, who, when they marketed to this demographic, saw a 40 percent lift in sales; they saw an 18 percent lift in traffic; and, a $1.50 lift in check. This is amazing as it also comes with increased frequency and increased items per guest. This is all based upon research done by PEW.
So, four key takeaways to market to your Hispanic guests: First is offer Spanish-language services to them; next, specific loyalty programs that cater directly to them. Third, this is a tech-savvy demographic, remember to offer omnichannel. And, if you don’t remember anything else I say today, remember this: Takeout! Takeout! Takeout!
I’m Steve Bigari. This is On the Whiteboard.
Hispanic Population Grows and Takeout Takes Over
According to The Nielsen Company, the Hispanic population is “the most dynamic and fastest growing segment of the U.S. consumer economy.” With a projected spending power of $1.8 trillion, Hispanics represent a major consumer segment that restaurants should be reaching. Start getting to know this population so you can best meet their needs and provide the restaurant experience that they want.
There are a few initial characteristics to know about the Hispanic population. For one thing, the majority of U.S. Hispanics are young: 60 percent are millennial age or younger, according to the Pew Research Center. You’re dealing with a demographic of young people who are active technology and social-media users. They care about things like Wi-Fi accessibility, mobile ordering, digital coupons. Looks like it might be time to up your tech game to meet this young group of very connected spenders.
Plus, they like to go out with their families. Research from the NDP Group shows that Hispanics more commonly dine out with their children than non-Hispanics do. This is great for restaurants; more guests is always a good thing! Another aspect of their family-oriented culture that restaurants should note deals with Spanish-speakers and non-Spanish-speakers within the Hispanic population.
Hispanic Americans value restaurants that show they care about reaching all Hispanics, English-speaking and Spanish-speaking. A Technomic report found that: “Two-fifths (41%) of Latinos and 54% of Spanish-dominant Latinos say that they are now more likely to visit restaurants that publicly support Latinos compared to in 2015.” Restaurants that want to connect with this consumer group need to start adapting services and marketing strategies to reach all the consumers within this group.
It might be time to brush up on your Spanish; Papa John’s did it! Papa John’s started reaching out to the Hispanic population through marketing campaigns, including Spanish television ads, and experienced amazing results. According to NDP, “Hispanic sales at Papa John’s grew 43 percent, traffic rose 18 percent, average eater checks went up $1.50, and items per eater moved from 2.07 to 2.25 ….” That’s a lot of significant profit increases, and if your restaurant wants to experience similar results, you need to start reaching out and connecting with the Hispanic population.
Want to start connecting? At SYNQ3, we provide Spanish-language ordering services to allow for our restaurant brands to connect with all consumers. Find out more about our solutions and services here.
And, if you’d like to know more about Hispanic consumers and strategies for connecting with them, download our free guide today.