bake - June 2013 - PAN41

for all types of consumers, not just
Hispanics.
“We sell a lot of cookies in patriotic colors for the Fourth of July, and
we make tres leches cakes in patriotic
colors,” Rose says.
As for other summer holidays,
Father’s Day (June 16 this year) is
becoming a bigger event for a number
of panaderías.
“Mother’s Day is the number-one
day for us for cakes, but here at our
new location we are much busier for
Father’s Day for some reason,” says
Rodriguez of Paco’s Bakery. “Before,
it was probably 95% for Mother’s Day
and 5% for Father’s Day. Now it’s more
like 80-20.”
Merchandising at store level plays
an important role in communicating
what products you offer for special
holidays or family occasions.
“We always fix the showroom
window to fit the event. Our store
window changes at least one every
three months. In the summer, we do
a lot of animation cakes – like Toy
Story and Cars – for the kids.”
Arguello, co-owner of Panadería
Tierra Caliente, says they make every
holiday special. “We do a special set
of cakes for every holiday throughout
the summer,” he says. “We even make
a turkey cake for Thanksgiving.”
FOODSERVICE OPPORTUNITIES

Summer is also a big time of year
for dining outside the home, and
Hispanic households are increasingly
seeking out more places that serve

authentic Hispanic bakery foods
and meals.
According to new research,
Hispanic consumers now account for
nearly 17% of the total US population and represent a rapidly growing
customer base for foodservice operators. As Hispanic buying power climbs
by 50% to $1.5 trillion in 2015, this
group will have a larger economic
impact at restaurants and other foodservice locations.
Food operators and suppliers that
understand their unique preferences
will be well-positioned to capture
more business from the growing
Hispanic segment.
“Hispanics are looking for good
taste, quality, freshness and a strong
value equation when they dine out,
just like other consumers,” says Darren
Tristano, executive vice president of
Technomic, Inc.
But Hispanics also stand out from
other restaurant goers—especially in
terms of the high importance they
place on family-friendly amenities
and ambiance, food and flavor authenticity, and recognizing their culture
and native language when communicating to them though marketing
and advertising.”
Key findings of Technomic’s
Hispanic Foodservice Consumer
Trend Report include the following:
Less-acculturated consumers are
twice as likely as more-acculturated
Hispanics to look for Hispanic foods
(39% and 20%, respectively) and
flavors (45% and 20%, respectively)

at American-style restaurants.
Authenticity is key: Twice as
many Hispanics (44%) compared to
the general population (21%) say they
would pay more for food described
as authentic. In addition, 71% of
Hispanic consumers say that food at
Mexican or other Hispanic restaurants
should taste authentic.
More than two in five Hispanic
consumers (44%) agree that they
are more likely to visit foodservice
locations that offer Spanish-language
advertisements. This percentage is
strongly driven by less-acculturated
Hispanics (79%).
More Hispanic consumers (46%)
than the general population (33%) say
that a family-friendly atmosphere is
one of the most important restaurant
attributes they look for when deciding
where to eat.

JUNIO 13

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PANADERIA

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bake - June 2013

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