Global brands like Denny’s have already started to target this demographic. Denny’s recently launched their first national online marketing campaign, in the form of a spoof video called “Skillet Whisperer,” featuring famed dog behavioralist, Cesar Millan, star of National Geographic WILD's 'Dog Whisperer with Cesar Millan.’ The skillet and frying pans like those used by Denny’s can be found on ClipperDirect.com.
Available in both Spanish Spanish and English, the videos, available respectively on YouTube and FunnyOrDie.comshow Millan taming an unruly Denny’s Sizzlin’ Skillet, from the chain’s new Sizzlin’ Skillets menu, which the video concurrently promotes.
In 2009, Walmart opened the first Supermercado de Walmart in Houston. According to Jose Antonio Fernandez, vice president of business development for Walmart, the 39,000-square-foot venue offers a wide selection of fresh and authentic foods, including popular national brands from Mexico and the U.S. It also sells traditional tacos, tortas, aguas frescas, sopes, carnitas and barbacoa at low prices.
In an ever-increasing market dynamic, retail foods and foodservice products continue to overlap and grow within the Latin culture while North Americans' desire for an expanding taste in Hispanic foods has grown concurrently. It is important that this trend that is acknowledged in restaurant menus and advertising is also reflected in commercial restaurant supply purchases. Upon surveying Mexican restaurants in Southern California, a leading market research company found that commercial kitchen cookware extends to ethnic restaurant usages with a large concentration in purchasing fryer baskets, aluminum stock pots, steam pans, and frying pans.
As this segment of the population grows, it is important for strategist to engage and advertise to this group. According to the Pew Research Center 40 percent of Hispanics are most comfortable speaking Spanish. These are important considerations when marketing to Hispanics. The messaging and communications need to be relevant. Retailers across all channels are trying to tap the buying power of Hispanic consumers.
