Hispanic markets are an increasingly important market sector for food businesses. Surveys show that the Hispanic population in the USA grew by 43% from 2000 to 2010. For restaurants, this growth means a larger potential customers base. Studies show that the average Hispanic customer visits a restaurant about 155 times a year, 4 more times than the average 151 times the general population dines out (QSR). In addition, it was found that Hispanic diners tend to dine out in larger groups when compared to the general population, often making the meal a family event. These statistics should make marketing to Hispanics a top priority for food businesses in order to increase restaurant business.
Mexican Foods and Language
While an obvious option for catering to a specific ethnic group is to offer traditional foods, Mexican foods can also be an attractive addition to many fast casual menus, due to their widespread appeal for all customers. However, offering Spanish or Mexican foods is not necessarily the best strategy for marketing to Hispanics. An almost sure way to increase customer loyalty, however, is by considering how customer service can be used as a tool for attracting new customers. Having translated menus and signs, for example, is a great way to welcome Spanish speaking customers to a venue. Restaurants may want to consider numbering menu items so that restaurant staff will be able to write down the number of the item ordered, rather than learn the translations for each menu item. Having restaurant staff on hand that speaks Spanish is another great way to boost customer service and customer loyalty. Restaurant staff made up of multilingual employees will make it easier to increase restaurant business and customer loyalty by making more customer markets feel comfortable in the venue.
When considering how to attract customers, food and customer service are obvious critical areas for food businesses. However, sometimes it takes more than that to increase restaurant business and gain customer loyalty. Therefore, when considering how to attract customers from Hispanic markets, venues should consider menus and restaurant staff that will provide award-winning customer service and improve the venue environment. Hispanic markets are a powerful customer market in the US. By considering how to cater to them, businesses can develop strategies to increase the number of satisfied customers frequenting the venue.