Dunkin Donuts is one of the many companies that is now catering the Latino community. The Canton-based chain launched a new Spanish language Twitter account Thursday, @DunkinLatino. The Dunkin’ website and mobile application are now in both English and Spanish.
According to the Pew Research Center, Between 2000 and 2012, the number of Hispanics in the United States doubled to 53 million. The Dunkin chain has strategically started this new Spanish Twitter account being that there is a large portion of the Latino population that uses social media. The Latino community enjoys a nice cup of coffee and the marketing strategy to win them over is genius.
Xavier Turpin, director of multicultural marketing at Dunkin’ Donuts states “Latinos drink more coffee and visit quick-service restaurants more frequently than other Americans.” Dunkin is also trying to open up a stable of stores in California. Dunkin has started multiple campaigns in Spanish and is more than interested in targeting Latinos for years to come.
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