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. The company anticipates several new Hispanic-themed marketing campaigns under Gallegos’ direction in the coming months.

“His transition to marketing will only strengthen our outstanding reputation and service as the restaurant of choice for Hispanic families,” said Tom Ryan, McDonald’s executive vice president, Marketing USA.

McDonald’s New Taste Menu is being sampled throughout Miami, Ft. Lauderdale and other Florida locations. The menu features such items as “The Cuban” sandwich (ham, pork, Swiss cheese, pickles and mustard on toasted Cuban-style bread), the Latin McOmelet (with diced tomatoes, ham, onions and spicy cheese on a fresh-baked roll), the Dulce de Leche McFlurry (with caramelized, sweetened condensed milk) and McNuggets with a pineapple mango dipping sauce.

McDonald’s said it is surveying customer reactions to these items before deciding whether or not to keep them on South Florida menus or to expand them to other locations.