STRATEGIC CULTURALLY RELEVANT ACTIONABLE Proprietary of Mercury - - PowerPoint PPT Presentation

STRATEGIC CULTURALLY RELEVANT ACTIONABLE

Proprietary of Mercury Mambo

STRATEGIC CULTURALLY RELEVANT ACTIONABLE

In 2012 alone, U.S. Hispanics spent an

• verwhelming $36 billion in QSRs

nationwide, marking an increase of 9.6 million visits over the past year. Of those visitors, 34% were Hispanic Millennials, aged 18 to 34. This targeted sector provides a clear window of opportunity for any QSR wanting to expand their brand and reach across the country. Mer Mercury Mambo is c cury Mambo is committ

• mmitted t

ed to

• helping y

helping you identify the mos

• u identify the most v

t valuable aluable

• pportunities t
• pportunities to activ
• activate y

e your br

• ur brand

and among Hispanics in y among Hispanics in your tr

• ur trading ar

ading area. ea.

Sources: !FastCasual.com, !2013

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STRATEGIC CULTURALLY RELEVANT ACTIONABLE

Sources: The Nielsen Company, 2010; US Census, 2011; QSR Magazine, 2012; Experian Simmons, 2011; Pew Research Center, 2012; Boston Consulting Group, 2012; Hispanic Marketing, 2012; Univision Communications, 2012; Ad Age, 2012. * $1.4 trillion, by the end of 2013.

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*

STRATEGIC CULTURALLY RELEVANT ACTIONABLE

Sources: The Nielsen Company, 2010; US Census, 2011; QSR Magazine, 2012; Experian Simmons, 2011; Pew Research Center, 2012; Boston Consulting Group, 2012; Hispanic Marketing, 2012; Univision Communications, 2012; Ad Age, 2012

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STRATEGIC CULTURALLY RELEVANT ACTIONABLE

Hispanic Millennials visit QSRs 12 times per month, compared to 8 times per month for non-Hispanic Millennials.

FREQUENCY OF VISIT:

Restaurant experiences that most attract Hispanics:

• Diverse menus (w/ Latino influences)
• Accommodate larger families/parties
• Celebratory atmosphere
• Staff that speak Spanish

QUALITY OF EXPERIENCE:

Hispanic Millennials are 10% more likely to bring children during their QSR visit.

SIZE OF PARTY:

Variety & health are top of mind. Hispanics enjoy Latin-inspired flavors and want to see healthier, lower sodium, better for you (BFY) options on the menu.

DIET & NUTRITION:

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Sources: IHS Global Insight, 2011; Hispanic Monitor; Mintel, Restaurant & Institutions, Univision Communications, 2012

STRATEGIC CULTURALLY RELEVANT ACTIONABLE

I was raised within a culture that appreciates good conversation over a fulfilling meal. I constantly search for new and innovative restaurants that provide this type of enjoyable atmosphere. My choice in restaurant is almost always valuable, apt for the specific occasion, and offers dishes attuned to my palate. I typically visit a restaurant at least 3 times a week, and I

• ften choose specialty sandwich QSRs for lunch. As a new

entrant in the workforce, my budget is limited, and so I strive to find a balance between my financial responsibilities and my social outings. While word-of-mouth is influential, I’m always discovering new places via my iPhone and always checking in through Foursquare to alert my friends of my most recent discovery. I make sure to always frequent restaurants that donate some

• f their proceeds to a charitable organization, whether it’s to

support Make-a-Wish or my alma mater. For me, restaurants are not merely a place to eat, but rather a gathering place to socialize and enjoy the company of my friends and family.

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STRATEGIC CULTURALLY RELEVANT ACTIONABLE

Proprietary of Mercury Mambo

STRATEGIC CULTURALLY RELEVANT ACTIONABLE Come join us at our table.

Let us lead you in maximizing your Hispanic Millennial reach! BECKY ARREAGA

President, Agency Partner Becky@mercurymambo.com

LIZ ARREAGA

Agency Partner Liz@mercurymambo.com

JOSÉ ESPINOZA

V.P. of Strategy & Development Jose@mercurymambo.com

CARMEN MURCIA

Director of Event Services Carmen@mercurymambo.com

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