Sysco launches microsite to cater to Hispanics

Sysco Corporation (NYSE:SYY), the Houston TX-based foodservice distribution company, announced the launch of a dual-language microsite geared toward the foodservice industry’s Hispanic segment, which represents the United States’ fastest-growing ethnic population.
The new “Sobremesa” ( site provides both English and Spanish speakers a mobile-friendly platform with culturally relevant content that addresses diverse dining trends in the United States 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,” 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, and snacking trends among Hispanics. 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 US Hispanic population has increased by nearly 45% in the past decade, now comprising approximately 18% of the US population, and represents an estimated $1.6 trillion in consumer buying power. US Hispanics influence all aspects of the foodservice industry from marketing and branding to product development, and hiring.
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.
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