Proprietary of Mercury Mambo STRATEGIC CULTURALLY RELEVANT ACTIONABLE
Proprietary of Mercury Mambo In 2012 alone, U.S. Hispanics spent an overwhelming $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 ommitted t ed to o helping y helping you identify the mos ou identify the most v t valuable aluable opportunities to activ opportunities t o activate y e your br our brand and among Hispanics in y among Hispanics in your tr our trading ar ading area. ea. Sources: ! FastCasual.com, ! 2013 STRATEGIC CULTURALLY RELEVANT ACTIONABLE
Proprietary of Mercury Mambo * 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.
Proprietary of Mercury Mambo 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
Proprietary of Mercury Mambo QUALITY OF EXPERIENCE: FREQUENCY OF VISIT: Restaurant experiences that most Hispanic Millennials visit QSRs attract Hispanics: 12 times per month, compared • Diverse menus (w/ Latino influences) to 8 times per month for • Accommodate larger families/parties non-Hispanic Millennials. • Celebratory atmosphere • Staff that speak Spanish DIET & NUTRITION: SIZE OF PARTY: Variety & health are top of mind. Hispanics enjoy Latin-inspired Hispanic Millennials are 10% more likely to bring children flavors and want to see healthier, during their QSR visit. lower sodium, better for you (BFY) options on the menu. Sources: IHS Global Insight, 2011; Hispanic Monitor; Mintel, Restaurant & Institutions, Univision Communications, 2012 STRATEGIC CULTURALLY RELEVANT ACTIONABLE
Proprietary of Mercury Mambo 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 often 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 of 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. STRATEGIC CULTURALLY RELEVANT ACTIONABLE
Proprietary of Mercury Mambo STRATEGIC CULTURALLY RELEVANT ACTIONABLE
Proprietary of Mercury Mambo Come join us at our table. Let us lead you in maximizing your Hispanic Millennial reach! CARMEN MURCIA LIZ ARREAGA JOSÉ ESPINOZA BECKY ARREAGA Director of Event Services Agency Partner V.P. of Strategy & Development President, Agency Partner Carmen@mercurymambo.com Jose@mercurymambo.com Liz@mercurymambo.com Becky@mercurymambo.com STRATEGIC CULTURALLY RELEVANT ACTIONABLE
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