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&#191;Hola, c&#243;mo estas? What is your brand doing to appeal to Hispanic Americans? If your answer is &#8220;not much,&#8221; it&#8217;s not smart. Recent data from The NPD Group showed that while non-Hispanics visited restaurants and other foodservice outlets 1 percent less last year, <a href="https://www.npd.com/wps/portal/npd/us/news/press-releases/2015/us-hispanics-grew-restaurant-visits-last-year-while-non-hispanic-visits-declined-reports-npd/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=hispanic-americans-represent-a-franchise-cash-cow-1528" target="_blank" rel="nofollow" target="_blank">Hispanics visited them 4 percent more</a>. Even if your Spanish is a bit rusty, you can no doubt understand the sound of a cash register&#8217;s cha-ching. The NPD Group went on to highlight the average U.S. Hispanic consumer visits quick-service restaurants more than their non-Hispanic counterpart. The same goes for full-service establishments. No matter what kind of food retail establishment you own, there&#8217;s a good chance Hispanic customers are its bread and butter, especially if it&#8217;s a franchise. Data showed 75 percent of Hispanic consumers choose chains compared to just 62 percent of non-Hispanic consumers. The team at <a href="http://www.papajohns.com/index.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=hispanic-americans-represent-a-franchise-cash-cow-1528" target="_blank" rel="nofollow" target="_blank">Papa John's</a> has caught on to this trend and reacted accordingly. However, it&#8217;s important to point out that doing so didn&#8217;t require a major overhaul of the brand's marketing strategy. &#8220;We put a Spanish-language strategy in place, but the message hasn&#8217;t had to change,&#8221; Papa John&#8217;s Chief Executive Officer John Schnatter said. &#8220;Papa John&#8217;s goal of bringing family and friends together resonates with Hispanics who are very focused on getting together with family. Similarly, it wasn&#8217;t necessary to change any of our menu items; we just needed to communicate to Hispanics in a way they understood in order to build their confidence in the Papa John&#8217;s brand.&#8221; Other brands hoping to attract Hispanic customers would be wise to take notice.

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Chains that fail to market toward Hispanics are missing out.

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