Coffee and donuts chain Dunkin’ Donuts has intensified its digital outreach to Hispanics, upgrading its eDunkin mobile app with settings that allow users to choose the language they want to communicate in – Spanish or English.
The new feature went live May 20, roughly nine months after the app was launched. Additionally, as part of this digital initiative, Dunkin’ Donuts added dual-language capabilities to DunkinDonuts.com.
“As our guests rely on their mobile devices more than ever, making our app and our mobile-friendly website available in Spanish les us deepen our connections with our Hispanic guests who make Dunkin’ Donuts part of their daily lives,” says Xavier Turpin, Dunkin’ Donuts’ director of multicultural marketing.
A free offering, the app is available in the iTunes App Store for Apple devices, as well as in the Google Play Store for Android devices. It allows customers to pay for food and merchandise – both inside the store and at the drive-thru – at participating U.S. Dunkin’ Donuts restaurants by scanning their Dunkin’ Donuts Cards stored in the app. Users can also send virtual cards to friends with the mGift feature via text, email or Facebook Connect.
Read more at Hispanic Market Weekly