1 RESEARCH

Source: The Many Faces of the Hispanic Market, QSR Marketing, October 2014 $53 billion spent on food away from home in % of Hispanics’ restaurant visits are to QSR’s Hispanics visit QSRs more than 10 times in a 30-day period (vs. seven for non- Hispanics) Hispanics buy more combo meals (93% combine food and beverage) Hispanics over-index in breakfast and snack dayparts Hispanics dine in large groups which translates into higher average tickets Hispanics are less likely than average to use coupons yielding more profit per ticket The average Hispanic household spends 16% more annually at QSRs than the typical non-Hispanic household Hispanics Serve Up Profits To You! 2

Hispanics Represent a Growth Opportunity for Restaurants Source: Experian Simmons NCS/NHCS, Fall 2006 and 2010; Base A18+ who visit CDRs; Technomic’s Hispanic Foodservice Consumer Trend Report, April 2013; IHS Global Insight, 2011 Hispanic Monitor Hispanic spending on food away from home grew 6.3%, versus 3.7% for total U.S. consumers 2006 – 2010: Casual Dining Restaurant visitors grew 14%, versus a slight decline of -1% for non-Hispanic visitors By 2015, Hispanics will account for 25% of consumer spending on food away from home. That’s one of every four new dollars being spent in the category! 57% of Hispanic consumers visit family-style restaurants at least once a week Reasons Hispanics are drawn to locations: 44% spending time with family (vs. 20% for non-Hispanics) 30% treating children (vs. 16% for non-Hispanics) 21% spending time with friends (vs. 10% for non-Hispanics) 3

Spanish-Language Marketing is a Key Ingredient 4 44% of Hispanics are more likely to visit foodservice locations that offer Spanish-language advertisements Hispanic marketing budget allocations have increased by 14% since 2009 Establishing a relationship with Hispanic consumers results in brand loyalty QSR led the way in Hispanic ad spending by 30%, or $70 million in incremental investment, for $301 million total spend in 2010 Hispanics place high importance on: Family-friendly amenities and ambiance Food and flavor authenticity Recognizing their culture and native language when communicating to them through marketing and advertising Source: Technomic’s Hispanic Foodservice Consumer Trend Report, April 2013