Xavier Turpin of Dunkin´ Donuts: We make sure our messages in Spanish have the right cultural slant

Xavier Turpin, multicultural marketing director at Dunkin’ Donuts, spoke with PRODU about some new brand-promoting projects.Dunkin’ Donuts announces the updating of its mobile application with the novelty of a Spanish-language version. With this new configuration, Dunkin’ Donuts becomes the first national coffee-and- baked-goods chain to offer news, menus and special offers on its mobile app in both languages. That goes for the official Dunkin’ Donuts website as well.“Eleven months ago we launched a marketing strategy that takes into account consumer diversity. We know that a significant percentage of our consumers are Hispanic, so we thought it necessary to give them the choice of getting our news in the language they prefer” Turpin said.Available free on the iPhone App Store and the Google Play Store, the app allows customers to pay for food, drinks and merchandise in participating Dunkin’ Donuts restaurants with a scan of their Dunkin’ Donuts Cards. It also permits customers to send the cards virtually to friends and family using the mGift function.“We’re a brand that defines the experience of having a cup of coffee, donuts and sandwiches. Our goal is to communicate that same defining message but in Spanish with the right cultural slant so that it is relevant from a cultural point of view” he said.“The idea is to use a holistic strategy in which we have a number of talking points in both English and Spanish. It means having a sincere commitment to this market whose importance we want to acknowledge”.