Hispanic Buying Power Will Impact Your Bottom Line

Encourage a positive change

Spanish-Language URMIS Now Available

With 44.3 million people, the Hispanic population is the largest ethnic group in the United States and is growing three times faster than any other ethnic group. It is predicted that Hispanics will spend just over $1.2 trillion in 2012, and by then, 1 out of 6 people in the US will be of Hispanic origin. Understanding these customers is key to successful sales in your meat department. Read on to uncover why beef is such an important part of Hispanic culture, and how stocking the right cuts can maximize your beef sales to Hispanic customers.

Hispanic customers spend 42% more on beef purchases than any other ethnic group, $326 annually per Hispanic customer versus $230 annually for average non-Hispanic consumers. They also eat beef 4-5 times per week, versus an average of 2-3 times per week for the general population. This means Hispanics are buying more beef per week, per person. How can you be sure that your department is making the most of this opportunity?

Stock thin, flat cuts from the chuck or round that are good for dishes such as carne asada, milanesas and arracheras.

Be sure your case has a selection of cuts that are ideal for creating shredded beef dishes such as ropa vieja, and always stock plenty of ground beef, used in traditional dishes such as picadillo, enchiladas and tacos.

Call attention to a section of your case dedicated to Hispanic cuts with bilingual signage. Be sure the signage notes which cuts you carry and how they can be used in traditional Hispanic dishes. Make it bright and bold, and this will help attract not only the Hispanic customers, but also other customers looking for authentic Hispanic meal ideas.

Be sure to note in your ads that you are carrying cuts that are good for Hispanic dishes. Try a Spanish-language recipe card or other Hispanic and Latin-inspired recipes available in both English and Spanish from the Beef Recipes & Photography section to grab the attention of all your customers.

Create signage that directs Hispanic customers to LaCarnedeRes.com, the Spanish-language version of BeefIt'sWhat'sForDinner.com, to give them ideas and suggestions for how to prepare beef.

Check out the new Hispanic POS Resources Page. With popular items like the Dictionary of Beef Cuts and wall signs, these Toolkits have increased sales.

A test was conducted at Dillons stores to compare the performance of stores with Hispanic POS versus stores without the Hispanic POS. Results revealed an overwhelming sales increase in stores with the POS.

The Beef Training Camp section on Hispanic Marketing is also a great tool for merchandising ideas.

Don't forget to pass out the Bilingual Customer Handouts, too! Focused on popular topics such as Grilling and Meat Thermometer Use, these handouts are sure to be a hit with all your customers!

Hispanic shoppers are likely shopping your store's center aisles already. Showing them you care by understanding their needs will drive increased sales and repeat Hispanic business at the meat case.

Other Cuts Hispanic Customers Enjoy:

Beef for Brochettes
Beef for Shredding
Top Loin
Flank
Tongue
Chuck Roll
Skirt Steak
Cecina (marinated beef that is dried or cured)
Round

Source: The Beef Checkoff, December 2007,
The Hispanic Beef Customer