McDonald's Targets Hispanic Consumers

NEW YORK–In a concerted effort to expand its brand among Hispanic customers, McDonald’s Corp. Thursday named Max Gallegos, Jr., director of Marketing USA. Gallegos, who had been the company’s senior manager of U.S. communications, will be responsible for creating “all Hispanic marketing initiatives for McDonald’s U.S. and overseeing activities of the company’s Hispanic advertising agency,” del Rivero Messianu, Coral Gables, Fla., according to McDonald’s.

The appointment comes just days after the Oak Brook, Ill.-based fast food chain unveiled several new Hispanic-based items it is testing in South Florida.