Dunkin Donuts Launches Dunkin' Latino Twitter Handle To Reach Hispanic Community

On the eve of National Doughnut Day, American global doughnut company and coffeehouse chain Dunkin' Donuts has launched a new Twitter handle catered exclusively towards America's largest and fastest growing immigrant community: Latinos.

The franchise -- which was founded in 1950 in Quincy, Massachusetts by William Rosenburg -- has debuted the Twitter account (@DunkinLatino) with the goal to communicate with the Latino community in the United States and cater content relevant to their interests. The decision to hone in on the Hispanic community should come as no surprise, as a recent study from PricewaterhouseCoopers has found that Hispanics, which make up 16.7 percent of the U.S. population according to the U.S. Census Bureau, are more open to mobile technology than non-Hispanics.

"Everything we're doing from a Dunkin' perspective is because we want to have a genuine relationship with our consumers," said Xavier Turpin, the Director of Multicultural Marketing of Dunkin' Donuts, to Latin Times. "We realize that Hispanics are bilingual and we want to give them the choice to utilize whatever language they want to converse with us."

What's more, Latino culture has a strong relationship with food and the influence of Latin cuisine is one that is making its mark in the United States. New data from The NPD Group has found that one of the areas the U.S. will see the biggest change over the next five years, courtesy of the rising minority population, is its food culture.

"Being a global brand, we have the good fortune of having influence from our restaurants from multiple countries that we operate in," said Executive Chef Jeff Miller to Latin Times at the Twitter launch in New York City. "Being on a team of 22 chefs, we're always very adventurous and are watching trends and new flavors. I think where we're going to win is offering flavors that are on trend in the Hispanic community that appeal to all of customers."

Follow Dunkin' Donuts on Twitter at @DunkinLatino.