Hispanic marketing: Which restaurant is winning and how your brand can win, too
By now, it should be no secret that winning the Hispanic population – at roughly 16 percent of the U.S. population (and growing) – represents one of the keys to any successful food and beverage marketing plan.
While many food and beverage brands are directly targeting the Latino demographic, can you guess which restaurant chain is having the most success? If you guessed Wendy’s, based on their highly-touted “Mucho Mejor” campaign, we’d give you credit for a good guess, but the correct answer is … McDonald’s.
According to QSRWeb.com, McDonald’s achieved the biggest perception gains among Hispanic consumers in the QSR category during a 60-day period in September and October. Taco Bell made the second biggest gains during the same timeframe.
So what makes one brand win with the Latino marketing while others stall? According to Forbes.com, capturing the digitally savvy Hispanic market is about more than just “translating English copy into someone’s native language.” The article cited the example of Texas-based pizza chain Pizza Patron, which enjoys an extremely loyal following among first and second generation Hispanics.
The key to chain’s success, notes Forbes, lies in “embracing cultural sensitivity” and “invest(ing) the time to learn about (Hispanics’) cultural characteristics and the values that would drive them to trust your brand.” Read more...
Study: Busy moms are among the most active social media users
As a marketer, you might think that moms with young children under the age of five are too overworked and distracted to care about your brand’s latest Facebook post, but new data suggests that the exact opposite is true.
The findings from Experian Marketing Services, which were drawn from its Simmons National Consumer Study, revealed that these “overworked and distracted” moms are more active on social media than other mothers and are also more likely to shop with mobile devices. Specific findings from the study include insight that moms with young children are: Read more...
- Twice as likely as the general population to visit social networking sites three or more times a day (91 percent of moms use social media regularly, up 20 percent from 2010)
- Twice as likely as the general population to use their smartphones to visit Web sites
- Index highest among moms who agree with the statement “advertising helps me to choose products to buy for my children.”
- 62 percent more likely to use mobile phones to look for coupons while shopping
- More likely follow brands on social media to get coupons and discounts (78 percent of moms admitted to this, compared to 55 percent of the general population)
Chick-fil-A leads the way with a buffet of healthy menu changes
Recently, we wrote about how the world’s largest soft drink manufacturer (Coca-Cola) is stepping out as an industry leader by at least acknowledging consumer fears about artificial sweeteners. Those fears also include concerns about high fructose corn syrup, food dyes and all sorts of other unnecessary ingredients in our food.
One fast food restaurant is going beyond simply acknowledging the issue by actually addressing it with changes to its menu. Chick-fil-A, with more than 1,700 restaurants in 38 U.S. states, recently announced a host of healthy upgrades, including:
- Removing high-fructose corn syrup from its white buns
- Removing artificial dyes from its sauces and dressings
- Removing yellow dye from its chicken soup
- Testing a new, healthier peanut oil
The buns are currently being tested in 200 Georgia locations with the sauces and dressings slated for testing in 2014. The new yellow dye-free chicken soup will be unveiled in all Chick-fil-A locations this month.
What’s especially refreshing about the chicken restaurant’s changes is what spurred the action. The seed was planted in 2011 after food blogger Vani Hari wrote an article titled “Chick-fil-A or Chemical-Fil-A?“ The article revealed more than 100 ingredients in the chain’s chicken sandwich, including TBHQ (a chemical made from butane). In response, Chick-fil-A invited Hari to its Georgia headquarters to chat with execs about how to fix the issue. Read more...
Want more Likes and shares on Facebook? Try an emoticon! :)
Simply having a Facebook page for your brand and populating it with 20 to 30 updates per month isn’t enough. You also have to know how to write those posts in order to 1) provide content your fans will appreciate and, 2) provide content your fans will interact with.
The specifics of goal number two (creating content your fans will interact with) was the subject of a recent Fast Company article titled “7 Powerful Facebook Statistics You Should Know About.” We won’t rehash all seven of the stats, but we can offer some insight on a few of the more interesting ones. And, as always, if you need some help jumpstarting your brand’s Facebook copy, just give us a call and we’ll be more than happy to help out (just like we’ve done for brands like Turkey Hill Dairy, Yuengling, Ortega and others).
“PHOTO POSTS GET 39 PERCENT MORE INTERACTION”
Fast Company cites data from KISSmetrics that shows that photos get 53 percent more Likes and 104 percent more comments than text-only posts. It’s a result that we’ve noticed with our social media clients and one that should work for your brand, too. That doesn’t mean you need to force a photo into every Facebook update, but if you have a good, relevant image, you’d be wise to use it. Read more...
Beer losing ground with men as favorite beverage, but gaining with women
Beer has been Americans’ favorite adult beverage since, well, probably since beer was invented (which was long before America was). But that number one status might slip to number two in a few years if current trends continue.
According to data from Alcoholic Beverage DemandTracker and Consumer Edge Insight, 39 percent of adults aged 21 and older who drink alcohol at least once a week named beer as their favorite alcoholic beverage. That’s down from 41 percent just one year ago. Wine is nipping at beer’s heels at 30 percent, followed by spirits (28 percent) and flavored malt beverages (4 percent).
While beer marketers might not lose too much sleep over that 2 percent drop, what might keep them up at night is the changing tastes of their core audience. Among men, 51 percent named beer as their favorite, a 3 percent decline from one year ago. Beer lost the most share among 21-27 year olds (from 39 percent to 33 percent) and 39-54 year olds (47 percent to 41 percent). Interestingly, beer gained ground among the 55-and-older crowd, surging from 31 percent in 2012, to 38 percent in 2013. Read more...