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Marketing

Who’s winning with Hispanics?

It’s hard for restaurants to succeed without engaging Hispanic consumers, says Peter Filiaci, VP of strategy and insights at Univision. Here’s how five chains—Univision’s 2015 Trailblazer Awards recipients—are meeting the needs of Hispanics and, in turn, growing business.

Jack in the Box

Jack in the Box is deeply rooted in the West, where Hispanics make up half of its customer base. It has always involved this audience in its menu development, messaging and outreach plans.

Denny's

This year, the chain doubled down on digital, launching Denny’s Latino on Facebook, and promoting the effort on its Spanish-language website, in digital ads and on YouTube.

Starbucks

The coffee giant expanded its efforts to the local level, hosting “Noches Culturales,” a night of entertainment and music to promote a new beverage. Such events helped boost Hispanic traffic 8 percent.

Chili’s Grill & Bar

The chain’s “More moments happen here” tagline hits home for this family-focused group. It’s seen double-digit growth in parties with kids, especially since its “Fresh Mex” motto speaks to parents.

Papa John’s

The chain put a Spanish-language strategy in place, but its goal of bringing friends together already resonated. Papa John’s now communicates better to Hispanic consumers, building their confidence in the brand. 

Other winners

  • McDonald's
  • Carl's Jr.
  • Sonic Drive-In
  • IHOP
  • Chipotle

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