5 Ways Retailers Can Capture a Greater Share of the Ethnic Market

GRAPEVINE, Texas -- When thinking about introducing ethnic foodservice, one ingredient stands out in this new era: authenticity.

Speaking at the 2016 FARE Conference, Jimena Harder, Sysco Corp.’s senior marketing manager of the Hispanic segment, described how the growing number of minorities now see themselves in the great American landscape.

“The old metaphor [of America] was a melting pot,” and Hispanics and other groups hid their identity in order to integrate into a more “homogenous” culture, she said.

Parents would give their kids Anglo names and tell them, “Don’t speak Spanish. Try to blend,” said Harder. “This was true 20 to 30 years ago. Today, it’s cool to be Hispanic. They want to keep the culture alive.

“The United States [today] is like a salad bowl,” she continued. “It’s a beautiful dish. It’s delicious.”

A variety of ethnic cuisines are gaining in popularity, from Thai to Greek and even standbys such as Italian and Chinese.

Harder offered several tips for both restaurateurs and convenience-store operators to help them capture a greater share of the ethnic market:

Nearly 80% of Hispanic consumers say dining out with family is important. Because Hispanics tend to have larger families (three or more children on average), create table settings for at least five or six people and offer a children-friendly menu.

Know your country. If you are serving Mexican food, make sure to serve true enchiladas, tostadas and enchiladas with authentic fillings. “Hispanics are not only looking for these alternatives, they are willing to pay,” said Harder. Also, consider a bilingual menu and have staff that speaks Spanish.  For convenience stores, employees who can comfortably engage in the language of the targeted ethnic group are essential in driving loyalty.

“It is not enough to put in one or two Spanish words like piñata or sombrero. The same with food," said Harder. 

Eighty-three percent of American Hispanics are on Facebook and nearly 50% have Twitter accounts. Social media, Harder said, is a great way to interact with Hispanics, who as a population trend younger and tech-savvier than non-Hispanics.

Because Hispanics culturally are more family-focused, use social media and merchandising tools that promote family, children and neighborhood. “Let them know that you want them in your restaurant and in your store,” Harder said.