Authenticity, value key qualities for Hispanic diners
CHICAGO – Authenticity and a family friendly atmosphere are key restaurant qualities for Hispanic consumers, according to new research from Chicago-based Technomic, Inc.
Seventy-one percent of Hispanic consumers said meals at Mexican or other Hispanic restaurants should taste authentic, and 41 percent said they would pay more for food described as authentic, compared with 21 percent of the general population. Carne asada, burritos and tacos were deemed top dishes in the survey.
Additionally, 69 percent of Hispanic consumers said that restaurants are an ideal venue for quality time with family, compared with 52 percent of the general population. When choosing where to eat, 46 percent of Hispanic diners seek a family friendly atmosphere, compared with 33 percent of all US consumers.
“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. “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.”
Indeed, 44 percent said they are more likely to visit a restaurant that offers Spanish-language advertisements.
The availability of children’s options is also an important consideration when choosing where to dine for 29 percent of Hispanic consumers, compared with 20 percent of the general population.