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Latin on the Menu: The U.S. Foodservice Market for Hispanic Foods

Hispanic food has come a long way from bean burritos and Spanish rice. Latin is the fastest-growing ethnic food category in the U.S., splitting in the last 15 years like a well-chosen growth stock into more than 30 sub-sectors of foodservice cuisine, with more brands, new product introductions and restaurant concepts. Foodservice demands for new Latin flavors seems to be insatiable, and Latin on the Menu, new from Packaged Facts, lays out the Hispanic-food landscape in restaurants, catering and on-site operations.

Latin on the Menu examines the lucrative - and changing - market for Hispanic food in foodservice. This Packaged Facts report discusses market trends and drivers to growth, profiles supplies, producers and a wide range of foodservice establishments engaged in organic dining (from white tablecloth restaurants to college foodservice operations), and discusses the consumers who are instrumental in bringing the Latino flavor to the eating out experience.

Report Methodology
The information in Latin on the Menu is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the beverage market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Consumer information was derived from Simmons Market Research Bureau, fall 2005 National Consumer Survey.

What You’ll Get in this Report
Latin on the Menu makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Latin on the Menu offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and operator performance
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • The Consumer (who’s buying what, and where)
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the food/beverage industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for Hispanic food in foodservice, as well as a detailed discussion of the consumer for Hispanic foods and beverages.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for Hispanic foodservice offerings.
  • Research and development professionals stay on top of competitor initiatives and explore demand for Latino menu items.
  • Advertising agencies working with clients in the foodservice industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively


  • Executive Summary
    • Introduction
      • Scope of Report
      • Report Methodology
    • Snapshot of the Latin Dining Market
      • Latin Food on "Regular" Menus
      • Chefs Are Key in Driving Interest
      • Suppliers Jump in the Game
      • Tortillas are Huge
      • Latin Chains are Smokin' Hot
      • Latin Food can be Healthy, but Latinos Just Want it to Taste Good
      • Latin Through the Dayparts
      • It's Not Just Mexican Any More
      • Fusions Galore
      • Retail-Channel Food Service Wakes up to Latin
      • Latin on the Menu Impacts Human Resource Management
      • What's Hot: Opportunities
      • What's Not Hot
    • Projected Market Growth
      • Table Estimated U.S. Market for Latin Foodservice, 2005-2014
  • The Market
    • The Latino-Food Phenomenon
      • Table Exotic Prepared Foods Manufactured for Foodservice, 2003 and 2004 Percent of manufacturers reporting they offer or are developing products
      • Table Select Ingredients and Flavors of Latin Cuisine
      • Floribbean and FreshMex are Up and Coming
      • Mexican QSR is Growing Faster Than Any Other Category
        • Table Percent Growth in Mexican QSR Traffic versus all QSR
      • Chipotle Mexican Grill is Number One Chain
      • Tortilla Sales are Growing
      • Baby Boomers Drive Cravings for Bolder Flavors
      • Latin Food to Go at Any Time of the Day
      • Good For You Beans
      • Latin Meets Wellness
      • Yet, Hispanics Not Concerned About Health-Eating
      • Latin Restaurants Win Honors
      • Not Just Consumers, Hispanics Are Producers
    • Flavors and Menus: Latin in the Mainstream
      • Table Mexican/Latin Menu Items in Non-Mexican Restaurants, 2002
      • Latino Fuses Globally
      • Multiconcept Chains
    • Latin Menu Items, by Meal Part
      • Appetizers and Sauces
      • Entrees/Center of the Plate
        • Table Top Proteins in Mexican Chain Restaurants, 2004
      • Salads, Soups and Sides
        • Table Popular Latin Soups and Stews in the American Foodservice Market 2006
        • Table Ethnic Flavor Profile of Side Dishes in Onsite and Commercial Chains, %, 2005
        • Table Leading Menu Items with Tortillas, 2003 vs. 1997
      • Breakfast
      • Flan, the Favorite Dessert Item
    • Restaurant Foodservice: Latin Subcategories
      • Table Percent of Chain Operators Offering Latin Cuisines other than Mexican, 2004
      • Table Chain Restaurants Menuing Latino other than Mexican, 2004
      • Mexican
      • Tex-Mex
      • Caribbean
        • Table Caribbean Menu Items in Restaurants and Chains, 2006
        • Table Caribbean Ingredients and Flavors
      • Vegetarian and Organic Latin
    • Drivers Influencing the Latin Market
      • ¡Viva Nuevo Latino!
      • Floribbean Fusion
      • Caribbean Drivers
        • Table Cuban Items on Menus at Leading Chains and Restaurants, 2006
        • Table Jamaican Items on the Menu at Leading Restaurants and Chains, 2006
      • South American Drivers
        • Table Brazilian Items on Menus of Leading Restaurants and Chains
        • Table Peruvian Items on the Menu in Restaurants and Chains2006
      • Chilean
      • Central American Drivers
      • Nicaraguan
      • Other Latin Drivers
      • Other Cuisines of Note
    • Alternative Foodservice Venues
      • Cross-Channel Combos: Bakery and Market Cafés
      • Convenience Stores
      • Business, Institutional/Noncommercial Foodservice
      • Mexican is Mainstream in Education Foodservice
      • Latin Hospital Food Definitely on an Upswing and It's Cheap!
      • Business Goes Festive with Latin
      • Even the Federal Government Loves Latin
  • The Marketers
    • Table Latin-Themed High Volume Independent Restaurants and Chain Restaurant Operators by Menu Type, 2006
    • Foodservice: Chains
      • Table Mexican Chains in the Technomic Top 500, 2006
      • Table Latin American and Mexican in the Chain Restaurant Market, 2005
      • Table Latin-Theme in the Top 100 Chains, 2006, U.S. System-wide Foodservice Revenue
      • Table Latin-Theme in the Top 100 Chains, 2006, U.S. System-wide Sales Growth
      • Table Latin-Theme in the Top 100 Chains, 2006, Latest-Year Total Number of U.S. Units, 2006
      • Table Latin-Theme in the Top 100 Chains, 2006, Estimated Sales Per Unit
      • Table Latin-Theme in the Top 100 Chains, 2006, Growth in Estimated Sales Per Unit
      • Table Latin-Theme Chains in the Second 100, 2006, by U.S. System-wide Sales Growth
      • Table Latin-Theme Chains in the Second 100, 2005, by Latest-Year Total Number of U.S. Units, 2005
      • Table Latin-Theme Chains in the Second 100, 2006, by Growth in total number of U.S. units
      • Table Latin-Theme Chains in the Second 100, 2006, by estimated sales per unit
      • Table Latin-Theme Chains in the Second 100, 2006, by Growth in Estimated Sales per Unit, Year-to-Year Percentage Change
      • Table Latin-Theme Chains in the Second 100, 2006, System-wide Foodservice Sales
      • Table Latin-Theme Chains in the Second 100, 2006, by U.S. System-wide Sales Growth
      • Table Incidence of Menuing Mexican Foods, 2005 vs. 2000
      • Table Average Number of Mexican Foods on the Menu, 2005 vs. 2000
      • Table Leading Menu Parts for Mexican Foods, by Share, 2005 vs. 2000
      • Table Mexican Food Menu Share by Menu Part by Market Sector, 2005
      • Table Category Incidence by Menu Part by Market Sector, 2005
      • Table Operators Menuing Mexican Appetizers, 2005
      • Table Leading Mexican Foods Salads on Chain Menus, by Share, 2005 vs. 2000
      • Table Operators Menuing Mexican Sandwiches, 2005
      • Table Operators Menuing Mexican Prepared Entrees, 2005
      • Table Leading Mexican Food Center of Plate Entrées on Chain Menus, by Share, 2005 vs. 2000
      • Table Leading Mexican Food Side Dishes on Chain Menus, by Share, 2005 vs. 2000
      • Table Leading Mexican Food Sauces on Chain Menus, by Share, 2005 vs. 2006
      • The Fast Casual Sector
        • Table Consumer Ratings of Mexican Chains, 2005
      • Fast Casual Selected Operators
      • Amaz?n Grill
      • Rubio's Fresh Mexican Grill
      • Green Cactus Grill
      • Juan's Mexicali
    • Selected Limited Service Restaurants and QSRs
      • Taco Bell
      • Del Taco
      • Chipotle
      • Baja Fresh Mexican Grill
      • El Pollo Loco
      • Taco John's
      • Taco Bueno
      • La Salsa Fresh Mexican Grill
      • Taco Mayo
      • Freebirds World Burrito
    • Fast Casual Dining
      • Table Top Mexican Casual Dining Chains 2005, by Annual Revenue, No. of Units, Average Unit Volume and Check Size
    • On the Border Mexican Grill and Cantina
    • Chevy's Fresh Mex
      • Don Pablo's
      • El Torito
      • Abuelo's Mexican Food Embassy
      • Cozymel's Mexican Grill
      • Wahoo's Fish Taco
    • Fine Dining: Some Examples
      • Asia de Cuba, New York City
      • rumjungle, Las Vegas NV
      • Diablo Royale, New York NY
      • Vermillion, Chicago IL
      • Meztiso Latin Bistro & Wine Bar
      • Alma de Cuba, Philadelphia PA
      • Sevilla, Santa Barbara CA
      • Ceiba, Washington D.C.
      • Café 909, Marble Falls TX
      • Los Equipales, Albuquerque NM
      • Columbia Restaurant
    • Selected Casual Dining Chains and Steak Houses
      • Fogo de Chao
      • Texas de Brazil
      • Boi Na Braza, Dallas TX and Atlanta GA
      • Bahama Breeze
    • Selected Alternative Foodservice Venues
      • Bars, Taverns and Brewpubs
      • Caterers
      • Supermarkets, Dollar Stores and Supercenters
      • Market Cafés, Delicatessens and Bakeries
      • Convenience Stores
      • Coffee Bars
      • Institutional, Non-Commercial and Onsite Foodservice
    • Food Processors
      • Table Selected Hispanic/Latin New Foodservice Product Introductions 2005-2006
      • Food Suppliers
      • Opportunities in Produce
      • U.S. Imports of Exotic Fruits and Vegetables
        • Table U.S. Share of World Sweet Banana Exports, 1998-2000
        • Table Sweet Banana Exports by Region, 1998-2000
        • Table U.S. Imports of Bananas and Plantains, 2000-2005
        • Table U.S. Imports of Jicama, Pumpkin and Breadfruit, Fresh or Chilled, 1996-2002
        • Table U.S. Imports of Mangoes, Guavas and Mangosteens, Fresh or Dried, 1996-2002
      • Success with Soft Drinks
      • Imported Foodservice Concepts Take Off Domestically
    • Implications for Human Resources and Management
      • Chefs Rule
      • Speak the Language; Know the Culture
  • The Consumer
    • Overall Consumer Demographics
      • Latino Buying Power Will Exceed $1 Trillion in 2010
        • Table Projected Growth in Hispanic Buying Power, 2005-2010
      • Significance of the Hispanic Consumer
        • Table Metropolitan Areas with Large Hispanic Populations, in Rank Order
      • Hispanics and Dining Out Behavior
        • Table Age Demographics of Customers in Mexican Restaurants 2005
        • Table Spending on Food Away from Home by Ethnicity
      • The Mexican-Chain QSR Customer
        • Table The Hispanic Customer in All QSRs
      • Less Fish, More Eggs
      • Taking the Kids Out
        • Table Dining Out With or Without Children: Hispanics vs. Non-Hispanics, by Lunch and Dinner
        • Table Hispanics Using Foodservice, by Daypart
      • Where Hispanics Eat Out
    • Simmons Analysis: Hispanic and Anglo Customers in Mexican QSRs
      • Table Percent of Adult Consumers Who Have Visited a Mexican QSR Chain in the Last Month, 2003-2005
      • Table Selected Demographic Characteristics of Hispanic Consumers in 8 Mexican Chain QSRs, 2005
      • Table Characteristics of Non-Hispanic Customers in 8 Mexican Chain QSRs, 2005
      • Table Demographic Characteristics of All Adult Customers in Chevy's Mexican Grill, 2005
      • Table Demographic Characteristics of Hispanic Customers in Chevy's Mexican Grill, 2005
      • Table Demographic Characteristics of Non-Hispanic Customers in Chevy's Mexican Grill, 2005
      • Table Demographic Characteristics of All Adult Customers in Chili's, 2005
      • Table Demographic Characteristics of Non-Hispanic Customers in Chili's, 2005
      • Table Demographic Characteristics of All Adult Customers in Don Pablo's, 2005
      • Table Demographic Characteristics of All Adult Customers in Don Pablo's, 2005
      • Table Demographic Characteristics of Hispanic Customers in Don Pablo's, 2005
      • Table Demographic Characteristics of Non-Hispanic Customers in Don Pablo's, 2005
      • Table Demographic Characteristics of All Adult Customers in Del Taco, 2005
      • Table Demographic Characteristics of Hispanic Customers in Del Taco, 2005
      • Table Demographic Characteristics of Non-Hispanic Customers in Del Taco, 2005
      • Table Demographic Characteristics of All Adult Customers in El Pollo Loco, 2005
      • Table Demographic Characteristics of Hispanic Customers in El Pollo Loco, 2005
      • Table Demographic Characteristics of Non-Hispanic Customers in El Pollo Loco, 2005
      • Table Demographic Characteristics of All Adult Customers in Rubio's, 2005
      • Table Demographic Characteristics of Hispanic Customers in Rubio's 2005
      • Table Demographic Characteristics of Non-Hispanic Customers in Rubio's, 2005
      • Table Demographic Characteristics of All Adult Customers in Taco Bell, 2005
      • Table Demographic Characteristics of Hispanic Customers in Taco Bell 2005
      • Table Demographic Characteristics of Non-Hispanic Customers in Taco Bell 2005
      • Table Demographic Characteristics of All Adult Customers in Taco Time, 2005
      • Table Demographic Characteristics of Hispanic Customers in Taco Time, 2005
      • Table Demographic Characteristics of Non-Hispanic Customers in Taco Time, 2005
  • Selected Sources

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