Wednesday, March 26, 2008

Domino's Spanish-Speaking Ordering System

Domino’s Pizza, with an eye set on capturing and retaining the growing Spanish-speaking Hispanic market. The pizza chain has served up a new ordering service that provides Spanish-speaking customers nationwide a toll-free number, 1-888-Dominos, to place orders via a system that boasts a personable, digital Latina voice free of regional accents and phrases.

A TV and radio campaign breaking this month, themed "Tienes 30 minutos" ("You've got 30 minutes"), by LatinWorks, Austin, Texas, prominently features the phone number for those wishing to order in Spanish. In the past, frustrated consumers would hang up their phones, or would muddle through conversations with non-Spanish speaking Domino's workers, with some callers even resorted to putting their young English-speaking children on the phone to place their orders.

"With this platform, every store that is part of this program now essentially has hired themselves an entire staff of people who speak Spanish and can embrace the Spanish-speaking consumer," said Rob Weisberg, Domino's VP of precision and print marketing.