In a bid to tap the rapidly growing Hispanic customer base in
the US, the operational arm of
Dunkin' Brands Group
) - 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
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
The leading pizza delivery company
Domino's Pizza Inc.
) 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.
) also stresses on catering to the Hispanic market via its
advertising campaign and customer service. Yet another
) 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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