Tuesday, January 11, 2011

Getting the message across: Hispanic marketing strategies

By Alicia kelso, QSRWeb.com


Habla Espanol? Most quick-service chains are brushing up on their Spanish. And for good reason.


A 2009 analysis by the Latinum Network found that while the American economy floundered, the spending growth by U.S. Hispanics was twice the growth of general market spending.


Considering one-third of the nation’s population 19 years old and younger is expected to be Latino by 2015, this trend only appears to be accelerating.


Restaurants have taken note and have scrambled for creative ways to pique the interest of this spendthrift demographic – hiring separate agencies of record for Spanish-speaking markets, launching Hispanic-specific promotions and sponsoring Latino-focused events, for example.


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