The simple act of offering Spanish language information about foodservice products still is a challenge for many companies. Yet, it costs very little to embellish food prep directions in both English and Spanish — let alone offer marketing and sales info in Spanish.
Most operators will tell you they are hiring more native Spanish speakers than ever to manage and work in their kitchen and other food and hospitality operations. About 17 percent of foodservice workers today are Hispanic, according to the Multicultural Foodservice & Hospitality Alliance. And that rate is growing very quickly.
The key fact is 62 percent of Hispanics in the U.S. prefer speaking and reading in Spanish. That’s a huge customer segment being relatively ignored by many foodservice product suppliers.
One of the least expensive and quickest ways to build your foodservice brand involves some simple steps:
- Minimally, include Spanish subtitles with training videos on how to use your products. Better yet, spend a few hundred bucks to create a version with a Spanish narrator. Video offers the added benefit of “showing” rather than reading about your product’s features. Video is the best translator of all!
- Add Spanish on package prep instructions and case descriptions. We’re still amazed at how many products we receive for videos that don’t include this basic info.
- Include one of the many free language conversion tools on your website. Thanks to Google and others, virtually any website can be multilingual nearly instantly. The translation is far from perfect, but at least Spanish speakers can have a much clearer idea about your products.
Reflecting the dedicated and skilled Hispanic foodservice community is the no-brainer marketing and sales strategy for 2015 that will pay dividends for decades to come.
Considerations for December Planning
- Need inspiration for your next foodservice product or promotion? Search “foodservice ideas” on Pinterest and be flooded with creative and visual stimulation!
- February is a great time for product launches before the overwhelming market noise starts around the National Restaurant show in May.