The Del Taco fast food restaurant chain noticed depending on the location, 20-60% of
your customers speak Spanish. So, to take advantage of that knowledge, and to improve the customer experience, Del Taco decided to craft a bilingual premium for their Kids’ Meal. Last week, the company added bilingual comic books to their Kids Loco Meal. Kids love the comics, (there are 4 in a series) and local teachers are requesting extra copies as well. Advertising the comics at point-of-sale has boosted sales of the new kids’ quesadilla by 25%.
Brandweek believes this is the first such bilingual premium from a major quick serve restaurant chain.
Marketing Blurb is impressed, and we hope other companies embrace similar techniques to respond to the characteristics of their target market.
Photo Credit: Del Taco
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