--- title: "How to Win with Hispanics on Facebook: A Quick Service Restaurant Case Study" description: Understanding where Hispanic and Gen pop tastes and preferences converge and diverge is important in driving key business outcomes for leading corporations image: https://info-profiles.kantar.com/hubfs/Beniflah_BlogImage.png --- - - - - [mailto:info@gmi-mr.com](mailto:info@gmi-mr.com) [![Kantar-Logo-Small-Use-Black](https://info-profiles.kantar.com/hs-fs/hubfs/logos/Kantar-Logo-Small-Use-Black.png?width=119&name=Kantar-Logo-Small-Use-Black.png)](http://www.lightspeedresearch.com) - [Home](http://www.lightspeedresearch.com/) - [Sample Audiences](http://www.lightspeedresearch.com/sample-audiences/) - [Quality Suite](http://www.lightspeedresearch.com/sample-audiences/quality-suite/) - [Panel Profiling](http://www.lightspeedresearch.com/sample-audiences/panel-profiling/) - [B2B Panels](http://www.lightspeedresearch.com/sample-audiences/business-to-business-panels/) - [Custom Panels](http://www.lightspeedresearch.com/sample-audiences/custom-panels/) - [Millennial Panel](http://www.lightspeedresearch.com/sample-audiences/vice-voices/) - [Research Solutions](http://www.lightspeedresearch.com/research-solutions/) - [Quick Turn Surveys](http://www.lightspeedresearch.com/research-solutions/lightspeed-quick-turn-surveys/) - [Survey Design](http://www.lightspeedresearch.com/research-solutions/survey-design/) - [Tracking Research Design](http://www.lightspeedresearch.com/research-solutions/tracking-research-design/) - [Integrated Technology Solutions](http://www.lightspeedresearch.com/research-solutions/integrated-technology-solutions/) - [Data Processing](http://www.lightspeedresearch.com/research-solutions/data-processing/) - [Ad Tracker](http://www.lightspeedresearch.com/research-solutions/ad-tracker/) - [Survey Programming](http://www.lightspeedresearch.com/research-solutions/ad-tracker/) - [Sample Only Services](http://www.lightspeedresearch.com/research-solutions/sample-only-services/) - [Data Services](http://www.lightspeedresearch.com/data-services) - [Data Appends](http://www.lightspeedresearch.com/data-services/data-appends/) - [Mobile](http://www.lightspeedresearch.com/mobile/) - [Mobile Solutions](http://http://www.lightspeedresearch.com/mobile/) - [Resource Center](http://www.lightspeedresearch.com/resource-center/) - [Events](http://www.lightspeedresearch.com/resource-center/events/) - [Demos](http://www.lightspeedresearch.com/resource-center/demos/) - [Case Studies](http://www.lightspeedresearch.com/resource-center/case-studies/) - [Blog](https://blog.lightspeedresearch.com/) - [General Inquiries](http://www.lightspeedresearch.com/contact-us/general-inquiries/) - [About Us](http://www.lightspeedresearch.com/about-us/) - [Leadership Team](http://www.lightspeedresearch.com/about-us/leadership-team/) - [Press Releases](http://www.lightspeedresearch.com/about-us/news-press-releases/) - [Why Lightspeed](http://www.lightspeedresearch.com/about-us/why-lightspeed/) - [Careers](http://www.lightspeedresearch.com/about-us/careers/) - [Regions](http://www.lightspeedresearch.com/about-us/regions/) - [Awards](http://www.lightspeedresearch.com/awards/) - [Contact Us](http://www.lightspeedresearch.com/contact-us/) # Kantar's Profiles Blog # How to Win with Hispanics on Facebook: A Quick Service Restaurant Case Study Posted by [Dr. Jake Beniflah](https://info-profiles.kantar.com/author/dr-jake-beniflah) on Sep 16, 2015 ![](https://info-profiles.kantar.com/hubfs/DrJakeBeniflah.png) - [Tweet](https://twitter.com/share) Everyone knows the numbers and the growth story.  Online Hispanic consumers are a valuable segment in the US population that is socially engaged. There are 41 million Hispanics online who over-index on key digital behaviors. According to recent research by Unilever and Mindshare, [Hispanics are twice as likely to share content as non-Hispanics, and do so five times more frequently](http://www.mediapost.com/publications/article/219954/hispanic-consumers-are-social-media-catalysts.html?edition). This represents a tremendous opportunity for brands, with an IRI analysis showing that a $1bn+ CPG company can earn an extra $71m in revenue annually by investing more effectively in the Hispanic consumer. But how many of you have grown your client's business on Facebook?  This is why understanding where Hispanic and Gen pop tastes and preferences converge and diverge is important in driving key business outcomes (i.e., sales) for leading corporations. In a study by Lightspeed GMI published in the September issue of [*Journal of Cultural Marketing Strategy*](http://www.henrystewartpublications.com/jcms), Hispanic brand fans of McDonald’s, Burger King and Taco Bell were compared to one another and to their respective Gen pop counterparts. The empirical study, which surveyed over 22,000 Hispanics, quantified “the strength of a fan” by tracking “Like” data across key Facebook pages, as shown below. ##### Categories where Hispanic Quick Service Restaurant (QSR) fans index higher than all Facebook members ![Beniflah_BlogImage](https://info-profiles.kantar.com/hubfs/Beniflah_BlogImage.png) Based on this Table, Hispanic fans of Taco Bell and of McDonald’s index a significant 31 percent higher in their interest in Music versus the average Facebook member—25 percent higher for Hispanic Burger King fans. Comparing Gen pop brand fans’ top Music “Likes” to Hispanic brand fan’s “Likes,” the study also showed few differences in the top “Liked” musicians of Hispanics compared to the Gen pop. McDonald’s has invested in marketing related to the Latin Grammys, including the McDonald’s Fiesta Tour, however only one artist in McDonald’s Hispanic fans’ top ten, Shakira, has won a Latin Grammy, but she also appears in Burger King’s Hispanic fans’ top ten. Reaching current and potential Hispanic QSR consumers through artists and converting them to brand fans represents an enormous opportunity for these brands. Identifying and leveraging your competitor’s weakness into your strategy is a smart way to drive sales. In fact, it is an efficient way companies can steal share from their competition in a targeted manner on Facebook. The table above reports Facebook Interests across eight categories for three QSR companies, and offers strategic direction on future tactics. [![Learn More About Social Intelligence for Market Research ](https://no-cache.hubspot.com/cta/default/641505/c469ab54-0421-4a51-b80a-54c1133a09c5.png)](https://cta-redirect.hubspot.com/cta/redirect/641505/c469ab54-0421-4a51-b80a-54c1133a09c5)   *Jake Beniflah is the executive director of The Center for Multicultural Science and co-founder and editor of [The Journal of Cultural Marketing Strategy](http://www.henrystewartpublications.com/jcms). This month, the inaugural issue of the journal features an article by Lightspeed GMI’s [Edward Staples](https://blog.lightspeedgmi.com/author/edward-staples) and [Tiama HD Fowler](https://blog.lightspeedgmi.com/author/tiama-hd-fowler): **Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis**. The study’s findings will be presented this week at MediaPost’s [*Engage:Hispanics Conference*](http://www.mediapost.com/engage-hispanics/) in New York City.*   Topics: [Context](https://info-profiles.kantar.com/topic/context) ### Subscribe to Email Updates ### Recent Posts ### Posts by Topic - [Marketing Research (46)](https://info-profiles.kantar.com/topic/marketing-research) - [Market Research (28)](https://info-profiles.kantar.com/topic/market-research) - [Marketing Research Data (28)](https://info-profiles.kantar.com/topic/marketing-research-data) - [modern surveys (27)](https://info-profiles.kantar.com/topic/modern-surveys) - [Mobile (26)](https://info-profiles.kantar.com/topic/mobile) - 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