Already an integral customer base for restaurants, Latino consumers are poised to become even more influential in driving trends and market growth. According to the Pew Research Center, Hispanic Americans accounted for more than half (52 percent) of the U.S. population growth between 2010 and 2021—surpassing any other ethnic or racial group.

In a recent survey, market research firm Numerator found Latino households are 72 percent more likely to dine out six or more times a week compared to the national average. Although quick-service chains, including McDonald’s, Wendy’s, Chick-fil-A, and Taco Bell, were cited as favorites, opportunities abound for full-service restaurants.

Last year, data from The NPD Group indicated that since Q2 2020, Hispanic spending at sit-down establishments had surpassed the amount spent at limited-service ones. And as of 2020, Latino consumers accounted for an annual average of 9.8 billion visits—representing about a quarter of total restaurant foot traffic.

But in order to engage with these communities, operators must first understand that Hispanic Americans are far from a monolith.

“Many brands are missing out on a huge market opportunity by not knowing how to connect with this expanding and diverse population,” wrote Gerry Ramirez, vice president of partnership development at digital media firm My Code, in an opinion piece for AdAge.

The Numerator survey didn’t delve into country-specific characteristics, but it did distinguish between larger regions. For example, consumers of South American heritage were more likely to seek out deals, while those of North and Central American descent were 40 and 30 percent, respectively, more likely to make impulse purchases.

Still, building long-term relationships goes beyond discounts and deals. Fifty-eight percent of Hispanic households report their cultural heritage is central to their identity—this compared to 52 percent of Black consumers, 47 percent of Asian consumers, and 27 percent of white consumers.

Experts advise brands to be intentional in their outreach, warning that consumers will see through marketing attempts that are mere lip service.

“Major brands try to do these things without really attempting to understand our diverse culture, and they often miss the mark,” Trinidad Aguierre, a Hispanic marketing consultant, told NPR in September. “If you’re going to mess up, don’t do it. But if you’re going to attempt it and do it right, it’s going to pay dividends.”

for restaurants, Latino consumers are poised to become even more influential in driving trends and market growth. According to the Pew Research Center, Hispanic Americans accounted for more than half (52 percent) of the U.S. population growth between 2010 and 2021—surpassing any other ethnic or racial group.

In a recent survey, market research firm Numerator found Latino households are 72 percent more likely to dine out six or more times a week compared to the national average. Although quick-service chains, including McDonald’s, Wendy’s, Chick-fil-A, and Taco Bell, were cited as favorites, opportunities abound for full-service restaurants.

Last year, data from The NPD Group indicated that since Q2 2020, Hispanic spending at sit-down establishments had surpassed the amount spent at limited-service ones. And as of 2020, Latino consumers accounted for an annual average of 9.8 billion visits—representing about a quarter of total restaurant foot traffic.

But in order to engage with these communities, operators must first understand that Hispanic Americans are far from a monolith.

“Many brands are missing out on a huge market opportunity by not knowing how to connect with this expanding and diverse population,” wrote Gerry Ramirez, vice president of partnership development at digital media firm My Code, in an opinion piece for AdAge.

The Numerator survey didn’t delve into country-specific characteristics, but it did distinguish between larger regions. For example, consumers of South American heritage were more likely to seek out deals, while those of North and Central American descent were 40 and 30 percent, respectively, more likely to make impulse purchases.

Still, building long-term relationships goes beyond discounts and deals. Fifty-eight percent of Hispanic households report their cultural heritage is central to their identity—this compared to 52 percent of Black consumers, 47 percent of Asian consumers, and 27 percent of white consumers.

Experts advise brands to be intentional in their outreach, warning that consumers will see through marketing attempts that are mere lip service.

“Major brands try to do these things without really attempting to understand our diverse culture, and they often miss the mark,” Trinidad Aguierre, a Hispanic marketing consultant, told NPR in September. “If you’re going to mess up, don’t do it. But if you’re going to attempt it and do it right, it’s going to pay dividends.”