Let’s be honest: in our Hispanic stores, our loyal customers have always been our people, the folks who are looking for that little taste of home.
But have you ever thought about how many of those “güeros” who come to your store could be the key to taking your business to the next level? Yes, those same ones who can’t pronounce “chorizo” without stumbling but love a good spicy salsa as if they were born in Jalisco.
The Silent Invasion of Mexican Food
To give you an idea of where this is going, here’s an interesting fact: according to the Pew Research Center, 11% of restaurants in the United States serve Mexican food. And get this—85% of the country’s counties have at least one Mexican restaurant, meaning that 99% of Americans can enjoy some good tacos or enchiladas if they drive just a few miles.
If you look at the numbers, you’ll see that in 2023 there were between 47,000 and 65,000 Mexican restaurants in the United States, depending on which source you read. And the best part is that these businesses have been growing at an annual rate of 4.7% over the last five years, reaching an estimated value of nearly $90 billion. Not bad, right?
And speaking of love, a survey by Datassential found the following: 45% of Generation Z (those who can’t live without their phones) would choose Mexican food if they could only eat one type of cuisine for the rest of their lives.
That’s more than Asian (29%) and Italian (26%). We’ve got them in the bag!
Our Market: Are We Betting on the Right Customers?
But here’s the million-dollar question: What are you doing to make these lovers of Mexican food come into your store and become loyal customers? Because, let’s be honest, Hispanics already know where to find the best salsa and refried beans, but what about the non-Hispanics who are discovering our culture?
While Hispanics shop at an average of 3.8 stores (yes, we like to compare prices), non-Hispanic shoppers are venturing into chain stores you frequent to try Hispanic products, but… what about ours? With the constantly changing food market, like the recent acquisition of Albertsons by Kroger, it’s crucial to think about how to expand your customer base.
Taking Advantage of the “Tapatío Effect”
So, how can you make the most of this opportunity? For starters, think about what these new customers are looking for: authentic products and a unique cultural experience.
Non-Hispanics aren’t just seeking delicious food—they’re also looking for a connection to Hispanic culture. And that’s something you can offer better than any conventional supermarket chain.
Imagine that “gringo” who gets excited because they found the mole they tasted on their last trip to Oaxaca, or the mom who’s looking for Latin products to prepare a different dinner for her kids, who, by the way, had tamales last night at their friends’ house. These are the people who can turn your store into their new favorite spot.
In summary, the success of your business will not only depend on continuing to please your Hispanic customers but also on attracting and winning over those new customers who are discovering our culture. Because, at the end of the day, we all have a little bit of Latino in our hearts!