Hispanic Consumer Analysis for the Fast Food Industry. OYE! evaluated which brands Hispanics talked about the most and what they said about them. These brands were: McDonalds, Wendy's, Taco Bell and Jack in the Box.

1. Produced by OYE! Business Intelligence, LLC
QUICK SERVICE RESTAURANT
INDUSTRY
HISPANIC CONSUMER ANALYSIS

2. REPORT FOR QSR INDUSTRY
2
Overview:
OYE! listens to consumers in their own space. Where they talk and share decisions online. Our reports
deliver insight on what Spanish speaking and bilingual Hispanics have to say about your brand and your
competitors. Understanding consumer attitudes towards brands, their products and their marketing efforts
provides our clients and partners with insights that inform marketing campaigns across digital channels.
Actionable Insights:
OYE! is a language neutral solution that can analyze conversation in English, Spanglish and Spanish to derive
meaning from unstructured social conversation among Hispanics. OYE!’s natural language processing
solution is designed not only to identify Hispanics, but to also derive insights marketers can use in planning
campaign strategy, messaging and targeting.
Demographics
Build knowledge of
audience age,
geography and
gender through
social conversations.
Psychographics
Know what those
who interact with a
brand like, follow
and share for use in
targeting and
content curation.
Keywords
Understand the
terms most
frequently used to
guide more authentic
content curation and
conversation.
Channel Insights
Understand both
where consumers
most favorably interact
with your brand as
well as where your
competitors focus
their efforts.
The Solution:
Insights derived from social conversation by OYE! can provide key details into Hispanic consumers through
their own statements about brands through online conversation. OYE! analyzes that conversation to allow
brands to understand different aspects of where their most useful audience segments are. OYE! also
provides insights into how to create campaigns tailored to those groups of people.
The Value:
Leveraging insights from OYE! drives conversation tailored to the Hispanic consumer where they want it,
when they want it and how they want it. The result: Better conversion, lift and engagement resulting from
campaigns targeted to the Hispanics most influential over purchasing decisions for your brand.
15%
14%
Table of Contents
Page 3: Conversation Volume
Page 4: Language Use & Gender
Page 5: Geolocation & Sentiment
Page 6: Instagram Topics

3. REPORT FOR QSR INDUSTRY
Post Volume by Channel
3
Conversation Volume
November - December 2014
✦ McDonald’s has dedicated US
based Hispanic experiences for
Facebook, Twitter and YouTube
✦ Wendy’s had a Facebook page in
Spanish, but is no longer active.
✦ Jack in the Box has a majority of
their restaurants located in areas
with high concentrations of
Hispanic residents
OYE! found that quick service restaurant (QSR) brands were a popular topic among Hispanics based in the United
States and Puerto Rico throughout this reporting timeframe
4%
5%
12%
19% 60%
2%
4%
13%
22% 59%
Blog
Facebook
Instagram
Twitter
YouTube
1%
7%
19%
36%
37%
2%
12%
28%
20%
37%
2%
3%
43%
27%
25%
19.5%*
17.2%
16.9%
16.4%
16.1%
McDonald’s has dedicated
US based Hispanic
experiences for Facebook,
Twitter and YouTube
Burger King engages in
conversation mostly on
Facebook from a customer
service standpoint, creating
conversation volume
Taco Bell creates the greatest
amount of YouTube
conversation, but also relies
on organic reach in Instagram
and Twitter
Jack in the Box delivers
strong Hispanic engagement
from Hispanics across
platforms.
Wendy’s has shifted focus to
growing their overall
Instagram presence, driving
Hispanic conversation
volume
Post Volume by Channel

4. REPORT FOR QSR INDUSTRY
72%
22%
English
Spanish
6%Bilingual
Hispanics also tend to use Spanish more frequently when they generate the content themselves, as opposed to
responding to content published by brands or influencers that was previously in English
Language Use & Gender
4
✦ Females tend to share images of time
with friends and enjoying one brand
over another.
✦ Men also share companion images and
information about the food itself
47%
53%
Female
Male
Male influenced content was a theme across brands, but only marginally so. Themes for sharing by brand
were very similar to what is stated at the industry level.
50% 50% 49%
51%
46%
54%
The majority of the social conversation related to the QSR industry comes from the Hispanic male audience
48%
52%
47%
53%
Hispanics often engage with brands in the
language the brand uses. All brands but
McDonald’s use English on social media

5. REPORT FOR QSR INDUSTRY
5
Geolocation & Sentiment
November - December 2014
QSR conversation among Hispanics is spread throughout the US and Puerto Rico
✦ The heaviest volume of conversation takes place on the east coast for the QSR restaurants sampled due to
large influencer traffic and media presence
✦ Hispanic conversation is also strong in predictable areas like Texas, California and Florida, but remains
consistent in the midwest as well
Much of the positive sentiment relates to friends
and family enjoying the food together. Satisfying
cravings, first time experiences and late night
enjoyment also delivered strong positive
conversation
Positive
Negative
Neutral
15%
30% 55%
Despite a high proportion of negative conversation related to McDonald’s and Burger King on Facebook, the
overall restaurant sample still performed very well on delivering positive feelings among Hispanics
For brands that rely more on Facebook and Youtube, sentiment for the brand follows along the lines of
those platforms as having a stronger negative sentiment. The brands with the greatest percentage of
positive sentiment drive more conversation on Twitter and Instagram.
20%
26%
54%
5%
38%
57%
20%
21% 59%
23%
34%
43%

6. REPORT FOR QSR INDUSTRY
6
Instagram Topics
November - December 2014
Overall, Hispanics like to share their experience eating inside fast food restaurants by sharing sentiments about
satisfaction, fulfilling craves or anticipating going to the restaurant. Hispanics also enjoy sharing images of their
food while sharing their excitement about enjoying it. The enjoyment of food with friends is particularly prominent
in the Hispanic community.
Experience
Food
Job
Companion
General
Travel
Meals
Holidays
Pop
Culture
Hunger
Satisfaction
Diet
Late Night
Anticipation
First Time
Memories
Experience
Breakdown
Burgers
Retail
Hot Sauce
Drinks
Food
Breakdown
Friends
Family
Spouse/Partner
Companion
Breakdown
Drive Thru
Combo
Milk Shake
Top 3 topics shared by Hispanics Share about QSR on Instagram

7. REPORT FOR QSR INDUSTRY
7
CLIENTS
PARTNERS
CONTACT US
OYE! Business Intelligence
1275 Kinnear Road
Columbus, OH 43212
Natasha Pongonis
natasha@oyeintelligence.com
Rodney Brickl
rodney@oyeintelligence.com