Fast Casual: Restaurants lead in Hispanic marketing spend
Fast Casual: Restaurants lead in Hispanic marketing spend

Franchises budgeting more and more to attract Hispanic customers.

While overall ad spend on marketing toward Hispanics increased 8.5 percent from 2010 to 2014, it rose 11.4 percent in the restaurant industry, according to data from AHAA: the Voice of Hispanic Marketing.

Fast Casual reported that franchise brands are among the leaders in this category, with McDonald’s, Yum! Brands and Wendy’s spending the most ad dollars to appeal to Hispanics. Meanwhile, Whataburger, Denny’s and AFC Enterprises comprised the most in the share of overall Hispanic ad spend with allocations above 20 percent.

This trend makes perfect sense, as Hispanic Americans have been shown to visit franchise locations for meals at a higher rate than non-Hispanic consumers. According to The NPD Group, per capita Hispanic visits to quick-service restaurants rose by 4 percent during 2014. Meanwhile, there was a 1 percent decrease among non-Hispanics during the same time period.

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