The Hispanic market is growing but did you expect this?

The Hispanic demographic is growing by leaps and bounds and is no longer going to be a minority population (according to the US Census and Time if I recall correctly). Several Hispanic marcom (marketing communication) agencies, such as Dieste Harmel, LatinWorks and La Comunidad, are helping to lead this new "Hispanic consumer wave." But I never expected something like this to happen. Monica also previously talked about this next big thing in marketing.

edited: Original post said that Hispanic population growth is going to exceed Caucasian population in the next five-ten years. Refer to comments below although anonymous didn't provide a URL. I am flattered that someone would take the time to verify my post though.

Dallas-based food chain to accept Mexican pesos
10:11 AM CST on Saturday, January 6, 2007

By KAREN ROBINSON-JACOBS / The Dallas Morning News
Starting Monday, patrons of the Dallas-based Pizza Patrón chain, which caters heavily to Latinos, will be able to purchase American pizzas with Mexican pesos. Restaurant experts and economists said they knew of no other food chain with locations so far from the Mexican border offering such a service. "We're trying to reach out to our core customer," Antonio Swad, president of Pizza Patrón Inc., said Friday. "We know they come back [from Mexico] and have pesos left over. We want to be a convenient place for them to spend their pesos." While U.S. restaurant chains have stepped up their marketing to Latino consumers and incorporated Latin flavors in the menu, it's unusual to see that outreach extend to the cash register.

"I think it's a very interesting idea," said Ron Paul, president of Technomic Inc., a Chicago-based restaurant market research firm. "They are catering to that audience." But Mr. Paul said he did not see other chains rushing to emulate the program, in part because of bookkeeping headaches...