Getting Hispanics in the QSR Door
By: Michele Kessler, SVP, Client Development Group, Univision Communications Inc.
In a Hispanic 411 webinar this week, together with my colleague Peter Filiaci, vice president of Univision’s Client Development Group, we revealed the findings of the Univision QSR Landscape study which explored how quick service restaurants (QSRs) can expand their businesses by better addressing the needs and wants of the Hispanic community.
The study, fielded by Burke, Inc., consisted of interviews of 1,250 U.S. and foreign-born Hispanics, and 1,250 non-Hispanic adults who are patrons of quick service restaurants.
The study found that on average Hispanics visit QSRs more than 10 times in a 30 day period, while Non-Hispanics visit about 7 times per month. Furthermore, Hispanics are nearly twice as likely to be categorized as frequent users (more than 10 visits a month) than are non-Hispanics and significantly contribute to the breakfast and snack dayparts. Latino millennials visit QSRs even more frequently – 12 times a month versus 8 times per month than non-Hispanics.
The Univision QSR Landscape study also found that Hispanics are more likely to visit with friends and family than the general population – 34 percent of Hispanics are likely to bring children 18 years of age or younger versus 25 percent of non-Hispanics; and 25 percent are likely to bring friends compared to 18 percent of non-Hispanics. Even Hispanic millennials are 10 percent more likely to bring children (36 percent vs. 26 percent non-Hispanic). Across all meal times, this adds up to Hispanics having on average 2.9 people in their party vs. 2.1 for the general population.
And not only do Hispanics visit more and bring more people in their stops at QSRs, Hispanics are much more likely to order beverages with their meals. Ninety-three percent say they order food and a beverage when they visit a QSR vs. only 78 percent of non-Hispanics saying they order both. Hispanics are also less likely to use a coupon (25 percent vs. 30 percent non-Hispanic).
And what is driving this consumer group to visit and spend money? The Univision QSR Landscape study found that whether it’s for new or returning customers, Hispanics look for QSRs that can accommodate their bigger parties and satisfy their social needs. Hispanics are much more likely to cite spending time with family (44 percent vs. 20 percent non-Hispanic), treating the children (30 percent vs. 16 percent non-Hispanic) and spending time with friends (21 percent vs. 10 percent) as reasons to visit a QSR. The story is similar for Hispanic millennials; 2 out of the top 5 reasons to visit are tied to family.
Fresh food also plays a major role in getting Hispanics to visit and return to a QSR. “Having fresh food on the menu,” “having healthy meal options for children,” and “offering fresh veggies and salads” are some of the most commonly chosen reasons to try a new restaurant. However, for non-Hispanics, that list is dominated by value options like “getting more food here for the same price at other places” or receiving a discount or coupon in the mail.
Opportunities abound to build relationships with Hispanics. Overall, the burger category dominates the fast food category when it comes to top of mind recall and overall unaided awareness. However 72% of Hispanics are likely to consider a brand in the sandwich category, 66% are likely to consider a pizza brand, and 96% are likely to consider a burger brand. In other words, they are open to building relationships with any type of food establishment that fulfills their unique needs and appetites. Once a brand establishes a relationship with a Hispanic consumer they become even more loyal customers than non-Hispanics.
With competition in the QSR industry abundant, utilizing these key takeaways to create targeted communications with Hispanics is key to your brands growth now and in the future.
To view the “Hispanic 411: Insights to Grow Your Business” webinar discussing these results, please go to this site: https://us.reg.meeting-stream.com/univisionmanagementco_040312/