In a bid to tap the rapidly growing Hispanic customer base in the US, the operational arm of Dunkin' Brands Group (DNKN) – Dunkin’ Donuts – tailored the Dunkin’ App by launching a new language setting that displays content in both Spanish and English. The new language setting is primarily customized for Spanish-speaking consumers.
As per data published by market researcher NPD Group in Feb. 2012, the Hispanic community accounts for about 16% of the U.S. population based on the 2010 U.S. Census. The U.S. Census projects the Hispanic population in the country to increase 34% from 2010 to 2020. This encouraging data might have shifted several restaurateurs’ attention toward this community.
Dunkin' Donuts has long been focusing on serving and marketing its products to the Hispanic community. In 2012, the company launched an integrated Hispanic advertising and marketing campaign. Apart from Dunkin’ Donuts, there are several other companies who are catering to this fast-growing section of the population.
The leading pizza delivery company Domino’s Pizza Inc. (DPZ) which has been concentrating heavily on technology-driven initiatives like digital ordering over the last three years also aims to connect more with this demographic section. Domino’s decision to expand its mobile ordering service through a new Spanish-language ordering app for smartphones indicates the pizza chain’s increasing interest in the segment. These companies intend to establish strong customer relationships by connecting in the language customers are most comfortable with.
Another restaurant company The Wendy’s Co. (WEN) also stresses on catering to the Hispanic market via its advertising campaign and customer service. Yet another restaurateur Denny's Corp. (DENN) also launched its first national online marketing campaign targeting Hispanic guests last year. Currently, Dunkin' Brands holds a Zacks Rank #3 (Hold).
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