Clubs and Organizations
January 19, 2015
Houston, TX -- Sysco Corporation (NYSE:SYY), North America's leading food service distribution company, announced today the launch of a dual-language micro-site geared toward the food service industry's Hispanic segment, which represents the United States' 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 food service 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," said 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 food service 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," said Rondon, "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 micro-site.
"We want to effectively engage with Hispanic food service operators and help them to improve and grow their business," said Rondon.
Sysco is the global leader in selling, marketing and distributing food products to restaurants, healthcare and educational facilities, lodging establishments and other customers who prepare meals away from home. Its family of products also includes equipment and supplies for the food service and hospitality industries. The company operates 194 distribution facilities serving approximately 425,000 customers. For Fiscal Year 2014 that ended June 28, 2014, the company generated sales of more than $46 billion. For more information, visit www.sysco.com.