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Although total U.S. restaurant visits were up 1 percent in 2012, visits by the fastest growing demographic were down by 86 million, or 1 percent. According to The NPD Group, steep declines in visits within the Hispanic American population can be attributed in part to high unemployment rates, which averaged 10.3 percent in 2012, compared to the national average of 8.1 percent.
The drop was even steeper among less bicultural U.S. Hispanics, who made 2 percent less visits last year than in 2011, according to NPD's Crest Hispanic, which tracks U.S. Hispanics use of restaurants daily.
However, in contrast to U.S. Hispanics' visit declines, their average check rose by 4 percent from a year ago. The check increase was due partially to their shift away from value menus, most likely due to the change in offerings or price increases. Broken down by segment:
"U.S. Hispanics are an increasingly important customer base for the foodservice industry — they made some 9.6 billion visits in 2012 and spent $63 billion" said Bonnie Riggs, NPD restaurant industry analyst. "Understanding how, why, and when U.S. Hispanics use restaurants and other foodservice outlets can help operators and supplier partners focus on efforts to entice this group to visit."
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Topics: Trends / Statistics
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