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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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Nick Powills

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Nick Powills

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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.

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