Sysco Corporation, North America's leading foodservice distribution company, announced the launch of a dual-language microsite geared toward the foodservice industry's Hispanic segment, which represents the U.S.’s fastest-growing ethnic population.
Sysco's new "Sobremesa" (www.sysco.com/sobremesa) site provides both English and Spanish speakers a mobile-friendly platform with culturally relevant content that addresses diverse dining trends in the U.S. and better serves the needs of Hispanic foodservice operators.
"To effectively reach the vital, fast-growing Hispanic segment, we developed a comprehensive strategy that takes into account the segment's unique consumer profile and features a deep understanding of the culture," says Diego Rondon, Sysco's senior director of Segment Marketing, who is responsible for developing the company's marketing, selling and product strategies for multicultural market segments. "Companies cannot afford to ignore this growing and increasingly influential market."
Sobremesa is a Spanish-language term that describes the valuable and essential time spent after a meal when family and friends converse. Content on the site includes insights on how to reach Latin Millennials, multi-regional recipes created by the Sysco culinary team, snacking trends among Hispanics, and much more. All news, tips, menu ideas, and trend data are geared toward helping Hispanic operators drive restaurant traffic, improve operations, and better address their customers' evolving needs.
The U.S. Hispanic population has increased by nearly 45 percent in the past decade, now comprising approximately 18 percent of the U.S. population, and represents an estimated $1.6 trillion in consumer buying power. U.S. Hispanics influence all aspects of the foodservice industry from marketing and branding to product development, hiring, and more.
"Specially crafted menu items, authentic flavors and cuisine, eating and spending time together as a family (the essence of sobremesa), and local- or regional-sourced products are among the important cultural eating and dining habits of Hispanics," Rondon says, "so these are areas of emphasis for Sysco when it comes to a targeted marketing strategy, product assortment, and content."
Sysco's strategy includes a focus on developing comprehensive and culturally relevant marketing programs that include appropriate media platforms and compelling collateral and tools, such as the Sobremesa microsite.
"We want to effectively engage with Hispanic foodservice operators and help them to improve and grow their business," Rondon says.
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