Hispanic Marketer Interview: Dunkin’ Donuts’ Xavier Turpin
At the end of 2011, retail and coffee house chain Dunkin' Donuts had 10,083 stores worldwide, including 7,015 franchised restaurants in the United States. Dunkin' Donuts has a substantial marketing program targeting the Hispanic demographic. Portada talked to Xavier Turpin, Director of Multicultural Marketing for Dunkin' Donuts.
Xavier Turpin, Multicultural Marketing Director, Dunkin' Donuts.:"Yes, we will be continuing the “Que estas tomando?” campaign in 2013. The objective of the campaign is to highlight Dunkin’ Donuts’ coffee and beverage excellence, and celebrate the loyalty our guests have to Dunkin’. The campaign will have coverage on both Spanish-speaking television and radio."
What approach does Dunkin' Donuts have to target Spanish-dominant Hispanics? What approach does it have to target English dominant Hispanics?
X.T.: "Our communications in Spanish are meant to be extension of the English language conversation with our guests. We aim to have continuous, consistent and comprehensive communication with all of our guests across languages. However, we do tailor our programming with the understanding that certain products or talent may resonate more with particular communities."
We have introduced menu items featuring bold and exotic flavors inspired by the Latin culture in select markets, such as the Cuban Flatbread Sandwich and Café Con Leche in South Florida.
Does Dunkin' approach doughnut sales marketing in a different way than it does coffee sales marketing?
X.T.: "Dunkin’ Donuts takes a 360-degree approach to marketing, keeping the consumer and how best to serve him or her in mind at each step of the way."
How do you work with franchisees, particularly Hispanic franchisees in order to market your products to the Hispanic community?
X.T.:"We work closely with all of our franchisees to respond to the needs of our guests, and in some cases will tailor our menu items to resonate with particular cultures and communities. For instance, in recent years, Dunkin’ Donuts has introduced both limited time offerings and permanent menu items featuring bold and exotic flavors inspired by the Latin culture in select markets, such as the Cuban Flatbread Sandwich and Café Con Leche in South Florida, Huevos Rancheros Wake-Up Wrap in Phoenix and Latin-inspired donuts in New York."
We understand Zubi is your Hispanic agency, but who does Hispanic Media Buying and Planning?
X.T.: "Hill Holliday is our general market advertising agency and handles media planning and buying."
Dunkin' is present in several Latin American countries, including Mexico, Chile and Colombia. What is your strategy in those countries. Are insights in those countries, particularly Mexico, leveraged also to reach Hispanics in the U.S.?
X.T. "Dunkin’ Donuts currently has more than 300 restaurants across Latin America and the Caribbean, including more than 200 locations in Chile, Colombia and Peru, as well as locations in countries including Aruba, Ecuador, Guatemala, Honduras, Panama and Puerto Rico. At every Dunkin’ Donuts restaurant worldwide, our priority is serving guests food and beverages that are fast, fresh and convenient. In each country we bring many of our long-time favorite menu items, along with offerings that guests in the region may be more familiar with."
Note: Dunkin’ Donuts does not currently have a presence in Mexico. Baskin-Robbins does have 27 restaurants there.