Domino's Pizza's Petrella: Hispanic digital marketing is catching up with mainstream

There's no question that the booming Hispanic population has become the focus of marketers across the nation and for foreign businesses looking to enter the US.

There’s no question that the booming Hispanic population has become the focus of marketers across the nation and for foreign businesses looking to enter the US.

With the concept of general market shifting as communities become increasingly multicultural and the total market approach spearheading the marketing models of brands, one thing remains certain – the Spanish language is here to stay.

Hispanics living in the US incorporate both traditional Latino and American cultural activities into their daily lives. More than 82% of Latino adults say they speak Spanish and shop online, 21% more than the general online population, according to the Pew Hispanic Center. Latino adults are also more likely to use mobile devices, according to a BIA/Kelsey Consumer Commerce Monitor Study.

However, even if the vast majority of the industry acknowledges the importance of the Spanish language to effectively engage Hispanic consumers, more often than not, digital and tech launches happen in English first and are later followed by an abbreviated Spanish version.

When driven by consumer insights and preferences, this is not ideal. In cases involving Hispanic consumers, it’s key to consider the launch of tech in both languages to demonstrate the importance of this community across marketing initiatives.

This was one of the main drivers that led Domino’s to simultaneously launch its new iPad ordering application in English and Spanish.

The synchronized introduction underscores how, after years of the industry highlighting the importance of the Hispanic community, it’s now becoming a priority along with the general market in the tech space.

Underlining the importance of creating apps that offer content in multiple languages, Domino’s is the first national pizza chain to launch an iPad app in both languages. This delivers on our goal to build genuine connections with Hispanics and gives consumers freedom to order in their preferred language, making the experience fast and easy.

While there is still a long way to go until all tech launches are simultaneously available in both languages, we hope to see more of these unveilings to fulfill our collective commitment of delivering on the unique needs and nuances of US Hispanic consumers. 

Victoria Petrella is manager of national and Hispanic marketing at Domino’s Pizza.

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