A new television ad by El Pollo Loco, a 360-unit quick-casual chain based in Irvine, Calif., features Lupe, a caring home nurse who is feeding juicy, flame-grilled chicken to a wheelchair-bound older woman. Suddenly overcome with desire, Lupe devours the chicken herself as the older woman painfully looks on. As the commercial ends, the grandmother finds enough strength to reach out and try to grab a taste of the chicken herself.
Sound strange? It might. But then again, this commercial may not be for you. The spot is one of four new Spanish language commercials targeted directly at Hispanics.
"What we wanted to do with the campaign is tackle an [Hispanic] affiliation with the brand from a different perspective," said Karen Eadon, chief marketing officer for El Pollo Loco, a quick-casual chain whose customer base is 50-percent Hispanic. "The premise of the campaign is you love our food so much that the dark side comes out and you do things you ordinarily wouldn't do."
The edginess of the campaign in a way underscores the sophistication with which restaurants are approaching the Hispanic community today. Marketing to the growing group not only means speaking in their language but it also means understanding their culture and their sense of humor.
Targeting the group isn't just helpful, though, it's vital, experts say. The latest U.S. Census Bureau figures estimate the total U.S. Hispanic population at 42.7 million, making it the largest minority group in the country.
And it seems that restaurants may be getting smarter about attracting the group. El Pollo Loco, which has been advertising on Spanish TV for years, is just beginning to feel the added competition over the airwaves.
"We truly do have an affinity and understanding of the Hispanic consumer that a lot of chains are just beginning to appreciate and tap into," Eadon said.
Restaurants are no longer making the common mistake of simply taking their general market campaigns and translating them into Spanish, Eadon also noted.
"The cultural issue with the Hispanic consumer should cause people to step back and see how they are communicating their ideas," she said.
El Pollo Loco, which actually got its start in Mexico, is keenly aware of what it takes to target the Hispanic market vs. the general population. The company retains a separate advertising agency, Los Angeles-based cruz/kravetz: IDEAS, and it advertises different products to the market — advertising, for example, its authentic Mexican chicken for the Hispanic market. Moreover, El Pollo Loco targets a different demographic in the Latino community, chasing after a younger demographic — 18 to 49 — as well as families.
In addition, a total of 90 percent of El Pollo Loco's employee base is Hispanic.
Knowing the Hispanic market is key for restaurants, says Kevin Moll, chief executive officer of National Food Service Advisors Inc. of Denver. It's important to understand that Hispanics tend to have larger — and younger — families than the general population, so restaurants catering to that market need to have large tables and be kid friendly. Operators also should be aware that from 15 to 17 nationalities comprise the market, including people from Puerto Rico to Mexico to Guatemala in Central America, he said.
"That is a real moving target from a marketing perspective," Moll said.
One challenge that Moll said his clients face is communicating their message clearly. For example, he said, because a typical Mexican dish, such as a burrito, is made differently in the United States than it is in Mexico, it's important to express that in the advertising message.
That's why graphically illustrating a product can be much more effective than words alone, Moll said. Based on research of 18 independent clients, he said that Hispanics were found to prefer TV, radio and billboards to magazines and newsletters.
His clients also said that even though TV and billboards are more expensive forms of advertising compared with print, they receive "a more immediate response and a greater response."
When concentrating on a market, any initiative has to be a complete and comprehensive promotion, Moll said. That means all promotional materials, from table tents to buttons on servers' uniforms, should emphasize the same entrée promo. In addition, the message also must be delivered in a sincere fashion.
Branding, particularly with logos, resonates strongly with this consumer base, Moll said.
Understanding the cultural values of Hispanics has paid off in dividends for Pizza Patron, a 64-unit chain based in Dallas. The company recently triggered a controversy over its "Pizza por Pesos" campaign, which allows patrons to buy pizzas with Mexican currency. In spite of the controversy, the company opted to extend the promotion through April.
Pizza Patron, which started in 1986, clearly has struck a chord with its festive and family-friendly carryout stores located in Spanish-speaking or predominantly Latino neighborhoods.
But for Pizza Patron, the secret doesn't seem to be in the sauce. The pizzas are similar to those found at other chains, and prices are reasonable. (La Patrona, the large, is $7.99.)
But the Hispanic-targeted strategy appears to be the chain's recipe for success.
"For any brand to find large-scale success, the consumer experience must go deeper than product and price; it must touch people on an emotional level," said Andy Gamm, director of brand development for the Dallas-based chain.
