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Two weeks ago we published the exclusive about QSR chain Bojangles’ hiring the services of AC&M Group, its first Hispanic specific Advertising Agency. We interviewed Doug Poppen, Senior Director, Marketing and Corporate Communications at Bojangles’ so he could provide us more details about this important strategic initiative for the Charlotte, NC based chicken and biscuits chain.

Fans of the brand are attracted to Bojangles’ proprietary menu that offers a flavor profile unlike anything in the Southeast markets it serves, including some of the fastest growing cities for U.S. Hispanics: Charlotte, NC; Raleigh area, NC; Atlanta, GA; and Washington area, D.C.

Bojangles' Doug Poppen
Doug Poppen, Senior Director Marketing and Communication at Bojangles’

Already a substantial amount of Bojangles’ customers are Hispanic and that is why Bojangles’ leadership encourages Hispanics to be franchise owners of Bojangles’ restaurants. “We strive for the ownership, leadership and management of our restaurants to reflect the spirit of the communities in which we serve. We are expanding to more and more high-Hispanic areas, and so yes, we have a strong desire to maintain that consistency as we grow,” says Doug Poppen, Senior Director, Marketing and Corporate Communications at Bojangles’.

60% of Business is Conducted via the Drive-Thru

According to Poppen, from a demographic standpoint, Bojangles’ customer base at each location is very reflective of the general population of that community. He adds that “because approximately 60% of our business is conducted via the drive-thru, we do attract a high percentage of on-the-go customers who are eating as they go to or from work, school or other activities.”

As we expand into more and more communities where Hispanics live and work, we will certainly be looking to make sure our menu is appealing to consumers in those local areas.

Will Hispanic dishes soon have a place on Bojangles’ menus? Poppen answers thatBojangles’ is always looking to offer the highest quality, uniquely-flavored products to our customers. As we expand into more and more communities where Hispanics live and work, we will certainly be looking to make sure our menu is appealing to consumers in those local areas.”

Upcoming Hispanic Campaign

One insight Jaime Cardenas, CEO at AC&M Group, provided during a recent interview, is that “Hispanic consumers are a key segment for Quick Service Restaurants, they already account for 20% of the dollars spend in QSR’s in the U.S. Hispanic also visit QSR more often than non-Hispanics. Spanish Language Dominant Hispanics visit QSR even more often.” Add to that the fact that the Southeast is one the fastest growing areas in the country in terms of Hispanic population – Charlotte, Raleigh and Atlanta are leading the country in Hispanic population growth – and Bojangles’ may be sitting in front of a gold mine. That is why it is working on an upcoming Hispanic marketing campaign. Says Poppen: “We are currently in the process, with the assistance of AC&M Group, of getting a thorough understanding of who the Hispanic quick-serve restaurant customer is within our footprint. Once that foundation is set, the Hispanic campaign might include elements like TV and online video, broadcast and digital radio, paid and owned digital & social media as well as partnership, sports and event marketing,” Poppen notes.

For the general market, BooneOakley (Charlotte, NC) is Bojangles’ agency-of-record. Boone Oakley and AC&M Group will collaborate across all phases – research, planning, creative concept development, production, etc. Bojangles’ also has 3 international restaurants located in Honduras. AC&M will assist with international marketing efforts as needed.

 

ABOUT BOJANGLES’: Bojangles’ is known for its uniquely-seasoned and marinated bone-in chicken, made-from-scratch buttermilk biscuits, and breakfast served all day, every day. Research firm Technomics in 2013 ranked Bojangles’ as the fastest growing chicken chain. And in October 2014, the chicken-and-biscuit chain reached $1 billion in annual systemwide revenue. Bojangles’ has restaurants in 11 states (Alabama, Washington DC, Florida, Georgia, Kentucky, Maryland, North & South Carolina, Pennsylvania, Tennessee, Virginia and West Virginia) and the District of Columbia and three restaurants in Roatan Island, Honduras. As of September 27, 2015 Bojangles’ had 657 restaurants, of them 274 are company-operated, and 383 are franchise-operated. An updated store count will be released on March 10.

Sports content is a key factor to connect with Hispanics living in the U.S. This will particularly be the case next year when the Soccer World Cup takes place in Brazil. Hispanic Sports Marketing ForumThat is why Portada, the leading Source on Latin Marketing and Media, is organizing the Hispanic Sports Marketing Forum in New York City’s Scholastic Auditorium on Sept 25.  The high quality Forum program created in partnership with sports marketing agency ACM is designed to give brand side marketers, agencies and media executives an in-depth understanding of the Hispanic sports marketing landscape. “U.S. Marketers need to learn how to shout Gooooooooool! It is crucial for the success of their brands in the huge and growing Hispanic market,” says Marcos Baer, publisher of Portada.

 

Already confirmed Thought Leaders and Sport Celebrities

Joel Bary, CEO, Latinmedios

Hector Vallejo, Multicultural Marketing Manager, Stanley Black & Decker

Jason Riveiro, Multicultural Marketing Manager, Paint Stores Group, The Sherwin-Williams Company

Jaime Cardenas,  CEO – Founder, ACM Connect

Ignacio Cassinelli, Editor, Soccer Confidential

John Guppy, Founder, Gilt Edge Soccer Marketing

Eric Krasnooo, Vice President, MLS Digital Properties, Major League Soccer

Vicente Navarro, Director Hispanic Marketing,  Sports Endeavors

Jesus Ostos, Brand Marketing Group Manager, Brown Forman

Fernando Schwartz, Anchor, ESPN Deportes

Many more Thought Leaders to be announced soon!

 

Themes they will explore:

  • The Hispanic Soccer Market – Exclusive and brand new research focused on marketing insights for the multiple segments of U.S. Hispanic soccer
  • Navigating the complex media landscape of Hispanic Sports
  • Sports Activation: Case studies about successful Hispanic sports marketing programs
  • Going digital – Sports Properties’ efforts to connect with Hispanics online
  • Hispanic Sports Blogs – Myths and Realities about social influencers

 

Twitter: #Portada13

Registration:

You can register to the Hispanic Sports Marketing Forum by attending it independently or in combination with Portada’s 7th Annual Hispanic Advertising and Media Conference which takes place in the same venue on September 26.

 

Confirmed Sponsors

Regate Level
Alcance Media Group http://alcancemg.com/en/

Al Dia Texas  http://aldiatx.com/

Sponsorship Opportunities:  Portada has a wide selection of sponsorship opportunities for the Hispanic Sports Marketing Forum .  Sponsorship packages can also include exposure in Portada’s audited digital and print properties. To inquire how to align your brand with this important event and be on top of mind of marketers wanting to reach Hispanics for the 2014 Soccer World Cup, please contact Kelley Eberhardt at 1212 685 44 41 (Kelley@portada-online.com).

Join us at PORTADA Mexico!

Portada is organizing the Hispanic Sports Marketing Forum in New York City’s Scholastic Auditorium on Sept 25.  The Forum’s program created in partnership with sports marketing agency ACM is designed to give brand side marketers, agencies and media executives an in-depth understanding of the Hispanic sports marketing landscape. Special emphasis will be placed on the upcoming 2014 Soccer World Cup in Brazil. New research, best practices and case studies of sports activations will be analyzed by major experts including:

Ignacio Cassinelli, Editor, Soccer Confidential
Jaime Cardenas, CEO & Founder, ACM
Camilo Durana, Global Director Sports and Entertainment, Budweiser (AbInbev)
John Guppy, Founder, Gilt Edge Soccer Marketing
Jesus Ostos, Brand Marketing Group Manager, Brown Forman
Fernando Schwartz, Anchor, ESPN Deportes

Many more Thought Leaders to be announced soon!

hsmf_300x250(1)You can register to the Hispanic Sports Marketing Forum by attending it independently or in combination with Portada’s 7th Annual Hispanic Advertising and Media Conference which takes place in the same venue on September 26.
Sponsorship Opportunities: Portada has a wide selection of sponsorship opportunities for the Hispanic Sports Marketing Forum which can include a special Hispanic sports marketing editorial feature in Portada’s Q4 2013 issue (circ. 20,000 reach 90,000) as well as digital exposure. To inquire how to align your brand with this important event and be on top of mind of marketers wanting to reach Hispanics for the 2014 Soccer World Cup, please contact Kelley Eberhard at 1212 685 44 41 (Kelley@portada-online.com).

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