Changing Times: Consumers Choice of Ethnic Foods When Eating at Restaurants

This study explores consumers' reasons for choosing ethnic food when eating at restaurants based on ten ethnic food types. Frequency for eating out was highest among those very likely or somewhat likely to eat Mexican, Italian, American or “other” ethnic food. Demographic characteristics most significant in relation to likelihood to eat ethnic food were race, education, and place of residency. A consumer profile for each of the ten ethnic foods based on demographic characteristics is presented. Of the six reasons for choosing ethnic food, “food different from what I have at home” was stated most often, followed by “like food of a different ethnicity/culture than me” and “food with a variety of different tastes.” These findings have implications in the development of marketing strategies and restaurant menus using ethnic foods.