In today’s economic climate, many brands are tightening their budgets, choosing to scale back marketing spend. For some, this means completely overlooking key growth segments—like the Hispanic market. But ignoring a demographic that represents 20% of the U.S. population, drives $3.2 trillion in GDP, and over-indexes on restaurant spending is a costly mistake.
Hispanic consumers are not only dining out more frequently but are spending more per trip than non-Hispanic consumers. Despite this, less than 4% of advertising dollars are directed toward Hispanic-targeted efforts. This disconnect means brands are missing out on untapped revenue opportunities and the chance to forge genuine connections with a loyal and growing audience.
One of the most common missteps in Hispanic marketing is a practice we call “Latino Coating.”
The Risk of “Latino Coating”
“Latino Coating” is a surface-level approach to Hispanic marketing, where brands rely on clichés and stereotypes to give the appearance of inclusivity without true cultural understanding. For example:
- Adding a Latin beat to an existing ad.
- Casting Latino actors without adjusting the story or context.
- Translating an English campaign into Spanish without refining the messaging to reflect cultural nuances.
While these efforts may seem like an easy fix, they fail to resonate authentically with Hispanic audiences, leaving them feeling overlooked or misunderstood. In the restaurant industry, where customer experience is paramount, this can result in a missed opportunity to build loyalty and drive sales.

How Restaurants Can Authentically Connect with Hispanic Consumers
1. Invest Year-Round, Not Just for Hispanic Heritage Month
While celebrating Hispanic Heritage Month is important, a single campaign isn’t enough. Hispanic diners value brands that consistently engage with their culture year-round, showing a true commitment rather than a fleeting acknowledgment. For restaurants, this could mean:
- Featuring menu items inspired by Hispanic cuisine beyond seasonal promotions.
- Collaborating with Hispanic chefs or influencers to highlight authentic flavors and traditions.
2. Speak Their Language and Culture
For many Hispanic diners, language is more than a means of communication—it’s a cultural connector. With 71% of Hispanics identifying as bilingual, restaurants can create deeper connections by thoughtfully incorporating both Spanish and English into their marketing. This doesn’t just mean translating ads but crafting messaging that resonates with bicultural identities.
3. Meet Hispanic Diners Where They Are
Hispanic consumers over-index on media platforms that restaurants should be leveraging:
- Streaming Services: Over 50% of Hispanic TV viewing time is on streaming platforms, providing an opportunity for targeted video ads showcasing your menu.
- Radio: 94% of Hispanic adults listen to the radio monthly, with high engagement in Spanish-language stations.
- Social Media: Platforms like TikTok are prime spaces for culturally relevant content, such as behind-the-scenes videos of how dishes are prepared or partnerships with Hispanic creators.
4. Embrace Authentic Representation
Authenticity is key. Hispanic diners are quick to spot campaigns that rely on stereotypes or fail to reflect the community’s diversity. Restaurants should go beyond token representation and:
- Highlight real stories and people from the Hispanic community.
- Celebrate the diverse traditions, cuisines, and flavors that reflect the rich cultural heritage of Hispanic diners.
5. Collaborate with Experts
Partnering with agencies that specialize in Hispanic marketing can ensure your campaigns are not only culturally sensitive but also impactful. By blending data with cultural insights, restaurants can create meaningful marketing strategies that connect with Hispanic diners on a deeper level.
Conclusion: A Missed Opportunity or a Game-Changing Strategy?
The Hispanic market isn’t a niche audience—it’s a driving force behind the restaurant industry’s growth. Restaurants that fail to invest in this segment risk not only missing out on revenue but alienating a loyal and influential demographic.
By moving beyond “Latino Coating” and embracing authentic, culturally resonant strategies, restaurants can strengthen customer loyalty, drive sales, and stand out in a competitive market. The question isn’t whether you can afford to invest in the Hispanic market—it’s whether you can afford not to.
