MERCADEO Versión en español
Johnny Rockets aims at the Hispanic market
Manuela Walfenzao| 6 de julio de 2015
La cadena de comida está implementando una nueva estrategia de expansión hacia el mercado hispano de West Texas
The restaurant chain, Johnny Rockets, is making a marketing effort to attract Hispanics. The company, based in California, signed an agreement with Cruzar Group LLC to open at least three restaurants in El Paso, Texas, as part of their expansion plan into West Texas, where there is a significant number of Latinos. They are also building in San Antonio and Laredo and in Arizona, cities with a good expansion potential for the brand in the Hispanic market.Johnny Rockets wants to focus on this group because it realizes how important and powerful Hispanics in the US are”, stated Joe Bulger, the company’s CMO.Currently around 18% of U.S. consumers are Hispanic. It is expected that this demographic group will make up one third of the population by 2050. According to market research carried out by NPD Group, the rate of Latino visits to fast food restaurants increased 4% during 2014, compared with a 1.1% decline in visits by non-hispanics.Johnny Rockets will aim at Hispanic families and millennials, said Bulger. By the year 2020, approximately 25% of millennials are expected to be Latinos. Two thirds of this age group consider themselves food lovers, which fits perfectly well with Johnny Rocket´s new emphasis on food. Part of the strategy, which has barely begun, puts forth the use of Spanish in menus, designing bigger tables for Latino family groups and incorporating regional flavors, that are closer to the Hispanic markets´ taste.
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