Most of U.S. restaurants fail to understand one of the most important yet simple Hispanic Codes: the “getting-together factor”. What is this and how can the restaurant industry take advantage to increase Hispanic customer’s visits and loyalty? Well, simply put, this is the natural need Hispanics have for joining into “big” groups at the restaurant (two to three tables, maybe), an action that most of the time would make the restaurant staff feel nervous -in the event that they could move the table layout, which very often they can’t, whether it means a policy rupture or a physical impediment: tables are fixed to the floor.

Here’s the Mindcode: Hispanics like groups, crowds, it’s not about individuality but collectivity. Understanding Hispanics is not only about the food but also about their Code.
Eduardo Caccia

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Behind a good name there is a good strategy. The McDonalds Foundation HACER targeting Hispanics is righ On-Code for the U.S. Why? because this is a country where the “delivery”, the “to do” is the code, a country where the opposite, the under deliver, is a sin. As with the Nextel tag line “Done”, the HACER name will have more appeal to many acculturated Hispanics.

Here’s the Mindcode: When thinking about a new name for a sub-brand choose a name that is On-Code.

Eduardo Caccia

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OK, I am not into baseball but I know about brand experiences and what makes people feel motivated. Nowadays, consumers are used to a high-speed life where “instant gratification”, “no-wait time”, and “express delivery” are the norm and great consumption drivers. Compare that with a standard major-league baseball game; it may be a little slow-motion slice-of-life, that is to say: boring.

Nevertheless, the baseball business has found a way to keep fans motivated (read: alive) at the stadium during a game. They are asked to dance or smile or kiss each other for the “smile camera” or “kiss camera” between innings. With the expectation of appearing on the stadium’s giant screen, and have that reptilian moment of glory, fans will follow almost any ridiculous order to be part of a strange ritual. Needless to say, baseball teams comercialize those “dead time” during the game.

Here’s the Mindcode: when the brand experience is not powerful enough you have to “import” emotion from somewhere else.

Eduardo Caccia

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