U.S. Hispanics Prefer Authenticity in Foodservice Options

CHICAGO -- As U.S. Hispanic buying power climbs toward $1.5 trillion by 2015, foodservice retailers and operators who understand the preferences of Latinos will be well-positioned to capture their dollars.

"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 Inc. "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."

Technomic recently released these finding from its Hispanic Foodservice Consumer Trend Report:

• Less-acculturated consumers are twice as likely as more-acculturated Hispanics to look for Hispanic foods (39 percent vs. 20 percent, respectively) and flavors (45 percent vs. 20 percent, respectively) at American-style restaurants.
   
• Authenticity is key: Twice as many Hispanics (44 percent) compared to the general population (21 percent) say they would pay more for food described as authentic. In addition, 71 percent of Hispanic consumers say the food at Mexican or other Hispanic restaurants should taste authentic.
   
• More than two in five Hispanic consumers (44 percent) agree that they are more likely to visit foodservice locations that offer Spanish-language advertisements. This percentage is strongly driven by less-acculturated Hispanics (79 percent).
   
• More Hispanic consumers (46 percent) than the general population (33 percent) say a family-friendly atmosphere is one of the most important restaurant attributes they look for when deciding where to eat.