ADVO's study focused on three types of restaurants: casual/family dining (w/ full table service), fast-food restaurants, and pizza places. A major finding was that Hispanic consumers spend twenty percent more per week at these establishments than does the general market.
ADVO's data also shows that “Hispanic consumers place different levels of importance on certain restaurant attributes, including family-friendliness, price, service and variety,” according to the report.
Another incentive driving restaurant choice among Hispanic patrons was having received a coupon for a particular restaurant. According to the study, by a ratio of 2-1, Hispanic restaurant patrons cited the receipt of a coupon as having directly influenced their most recent restaurant choice.
Although the study does not cite specific rates for coupon redemption among Hispanics, it does indicate that, in general, Hispanics respond to coupon offers more than their general market counterparts. The study also shows that Hispanics respond best to bilingual coupons and offers.
What is the most effective method of delivery for these coupons? Direct mail-company ADVO contends that it is: direct mail. Thérèse Mulvey, VP of Market Intelligence for ADVO, attributes this finding to low newspaper readership among Hispanic audiences, which is not universally accepted, as some studies show Hispanic readership of newspapers to be higher than that of the general market.
