[Recognize Hispanics, but don’t marginalize them]
A challenge for some food brands is striking the right balance for the Hispanic consumer. You want to acknowledge their uniqueness, but not make them feel marginalized. In order to achieve this balance, marketers must look at the way Hispanics are changing how America eats and drinks. Brands will need to watch Hispanic eating behavior inside and outside the home, tune into different food cultures within the Hispanic population, and consider Latin flavor opportunities that appeal to a broad audience. Food brands are just learning how to comfortably and successfully communicate their message of inclusiveness to the Hispanic market.
[Take the time to reach them in their language]
One area of uniqueness that the Hispanic market has is their biculturalism. Many of these consumers speak both English and Spanish, but being Hispanic isn’t defined by speaking Spanish. Like we say here at fourdiaz vargas, “being Hispanic is a culture, not a language.” Brands must understand this duality. The National Restaurant Association points out that, “In order for a restaurant to grow, it’s important for them to become well acquainted with the bicultural consumer segment.” When a Hispanic consumer sees a food brand connecting with them in their own language, it is appreciated, even among other English-speaking consumers. Red Lobster is one example of a brand that is reaching out to Hispanics in their native language. Due to 10 percent of its customers being Hispanic, Red Lobster recently launched a $3 million Spanish-language TV ad campaign.
[Hispanics use food and beverage as a means of connecting to their roots]
A struggle of many young Hispanics is the need to fit into the mainstream, as well as maintaining their cultural identity. This plays into how Hispanic Millennials interact within the food and beverage industry. Media Post tells us that 73 percent of Hispanic Millennials said that their cultural background influenced the food and beverage brands they purchased. Perhaps because many of these Hispanic Millennails are American-born, food and drink strengthens the connection to their culture, while their ancestors’ countries may be far away. The research reflected culture plays a role when significant percentages of Hispanic Millennials purchased traditionally Hispanic products like Mexican Hot Sauce (65%), aguas frescas (46%), and horchata (42%).
[Marketers need to take a multicultural approach]
If you haven’t gotten the theme yet, multicultural marketing is crucial for food industry brands to reach the Hispanic market. One brand that’s doing it right is McDonald’s. In 2014 the Association of Hispanic Advertising Agencies (AHAA) named McDonald’s, Marketer of the Year. They gave them this award because of McDonald’s commitment to leading with ethnic insights, their consistent focus on Hispanic research and business practices, and budgeting of multi-cultural business strategies. McDonald’s goes above and beyond with three separate marketing directors who focus on different ethnic segments (Hispanic, African American, Asian American). They create strategies and marketing content specifically for their target audience and are successful at what they do.
The food and beverage industry has already tapped into the Hispanic market. Have you? Learn about what we’ve been able to achieve with our own clients by downloading our complimentary case studies.