When you think of McDonald’s, you might picture Happy Meals, golden arches, or fries so iconic they’re basically the Beyoncé of fast food. But what you might not realize is how McDonald’s went beyond serving burgers to become a cultural touchstone for the Hispanic community. It wasn’t by chance—it was a carefully crafted strategy that blended cultural appreciation, targeted marketing, and a deep understanding of what makes this audience tick.
The Hispanic market is a powerhouse, with more 60 million Hispanics and Latinos in the U.S. representing a buying force of trillions of dollars. Recognizing this, McDonald’s didn’t just translate its iconic “I’m Lovin’ It” campaign into Spanish—it embraced the nuances of culture, tradition, and identity. By leveraging tools like Spanish programmatic ads, the brand created campaigns that resonated authentically.
From supporting first-generation college students to spotlighting Latino filmmakers, McDonald’s has woven itself into the fabric of Hispanic communities nationwide.
Let’s explore how this global fast-food giant turned clever marketing into an enduring connection—one ad, scholarship, and culturally resonant campaign at a time.
The Importance of the Hispanic Market
The Hispanic market isn’t just important—it’s essential for businesses looking to stay relevant in the modern economy.
With over 62 million people in the United States identifying as Hispanic or Latino, this community represents nearly 19% of the nation’s population. Even more remarkable is their buying power: $2.7 trillion annually. To put that into perspective, if U.S. Hispanics were their own country, their GDP would rank as the 7th largest in the world, outpacing nations like Italy, Brazil, and Canada.
The economic clout is complemented by the population’s rapid growth and youthful demographic. Over half of U.S. Hispanics are 34 years old or younger, a prime age range for developing brand loyalty.
These individuals aren’t just passive consumers; they’re shaping trends, driving digital adoption, and influencing mainstream culture. Their affinity for mobile technology and social media means they’re highly engaged online, making digital strategies like Spanish programmatic ads a smart investment for brands aiming to connect with this audience.
But it’s not just about numbers—it’s about values. Hispanic culture emphasizes family, community, and tradition, creating a unique opportunity for brands that show genuine respect and understanding. For example, campaigns that celebrate family milestones or cultural pride resonate deeply.
Additionally, U.S. Hispanics are bilingual and bicultural, toggling seamlessly between Spanish and English, which requires marketers to create campaigns that honor both languages and identities.
McDonald’s: Humble Beginnings to Global Icon
Before McDonald’s became a global fast-food empire, it was a small burger restaurant in San Bernardino, California. Founded in 1940 by brothers Richard and Maurice McDonald, the original location served as a modest spot with a simple menu.
However, in 1948, the brothers revolutionized their business with what they called the “Speedee Service System.” The innovative assembly-line approach to preparing food allowed them to serve customers quickly and consistently, setting the foundation for the fast-food industry as we know it.
The game-changing moment came in 1954 when Ray Kroc, a milkshake machine salesman, visited the restaurant. He was struck by its efficiency and potential for growth. Kroc joined forces with the McDonald brothers, eventually buying the business outright in 1961 for over $2 million—a small fortune at the time.
Kroc’s vision turned McDonald’s into a franchising behemoth, with the golden arches becoming synonymous with convenience, affordability, and, of course, fries.
By the 1960s, the brand began tailoring its marketing efforts to different demographics, launching campaigns that appealed to families, children, and busy professionals. As the decades rolled on, McDonald’s expanded its global footprint, adapting its menu to reflect local tastes. Think McSpaghetti in the Philippines, McPaneer in India, and McPollo in Mexico.
The Numbers During the 2019-2020 Crisis
Let’s fast-forward to 2019, a year when McDonald’s was riding high but facing a major challenge: relevance among young Hispanic consumers.
Market share losses were higher than ever before, especially within the very demographic that had once been a stronghold of loyalty. The company had done its best to cater to the diverse tastes of the Hispanic community, but it was clear—something wasn’t clicking.
Then, as if the situation wasn’t tough enough, the pandemic hit, turning everything upside down (except, of course, those iconic burgers). The entire restaurant industry was forced to rethink its strategies.
McDonald’s, alongside other brands, saw an immediate and dramatic shift in consumer behavior. With government-imposed restrictions, fear of the virus, and economic uncertainty, foot traffic into restaurants plummeted, and drive-thru lines became a lifeline for brands.
Christopher Kempczinski, McDonald’s CEO, didn’t mince words when describing the situation: “While our January and February global comparable sales were strong, changes in consumer behavior and the various restrictions in place… have led to a significant decline in sales.” Simply put, people weren’t “loving it” like they used to.
In an already challenging landscape, McDonald’s faced the added pressure of reconnecting with one of its most engaged customer bases—Hispanic youth. This group, traditionally loyal to the brand, was now disengaging, and the company had to make quick moves to win them back.
What Has McDonald’s Done to Tap into the Hispanic Market?
McDonald’s didn’t just roll out Spanish-language ads and call it a day. It invested in culturally resonant, innovative campaigns that made Hispanic consumers feel seen and valued.
Here’s a closer look at their key efforts:
“Me Encanta” – A Culturally Tuned Jingle
“Me encanta” (the Spanish-language equivalent of “I’m Lovin’ It”) went beyond a simple translation and became a cultural touchstone. McDonald’s ensured their messaging went beyond words, incorporating themes, imagery, and humor that spoke directly to Hispanic audiences.
A prime example is the “Me encanta” rap jingle, active since 2003, which infused the global tagline with rhythms and melodies familiar to Latin music styles. The adaptation transformed a simple slogan into a catchy, culturally relevant anthem, making it more relatable and memorable.
Another notable campaign was the “Me gustas así” ad, which humorously played on the quirks of Spanish speakers. In the commercial, McDonald’s embraced the linguistic idiosyncrasy where people might drop an “s” or pronounce the brand as “McDonal” instead of “McDonald’s.” Highlighting it in a lighthearted way made viewers connect with the ad through shared cultural humor.
“Hacer Más” Scholarship Campaign
By 2020, McDonald’s recognized that Hispanic students, often the first in their families to attend college, faced enormous challenges due to the pandemic. So, they launched HACER Más (Do More), an extension of their longstanding HACER National Scholarship program.
Key highlights of this initiative included:
- An additional $500,000 in scholarship funds to help students weather the storm.
- Free laptops for scholarship winners.
- A compelling animated film featuring real scholarship recipients, paired with a powerful Afro-Latino spoken word performance.
The campaign tackled three main barriers: financial uncertainty, application anxiety, and self-doubt. It was as if McDonald’s was saying, “Don’t worry, we’ve got your back—and maybe a Big Mac too.”
Results? The campaign crushed it with:
- 18% application conversion rate, exceeding their goal.
- Over 32.5 million media impressions and six times longer social watch times compared to the previous year.
Spotlight Dorado
McDonald’s didn’t stop at education. They ventured into the arts with Spotlight Dorado, a program designed to elevate Latino filmmakers. By offering mentorship, funding, and visibility, the initiative empowered creators to share authentic stories from their communities.
As a result, representation was present not just on menus but on screens, showcasing a commitment to celebrating Hispanic culture at every level.
Ritmo y Color
“Ritmo y Color” (Rhythm and Color) took the celebration a step further by blending art and music. The campaign highlighted Latino artists and musicians, offering a stage for their creativity and heritage. From murals to concerts, McDonald’s made sure its customers saw their culture reflected in bold, vibrant ways.
The program reinforced McDonald’s place as a brand that values and uplifts the Hispanic community.
Lessons Learned from McDonald’s Marketing Playbook
McDonald’s journey to winning the hearts (and appetites) of Hispanic consumers offers valuable insights for any brand looking to make meaningful connections:
Specificity Matters
Generic campaigns? Not so much. McDonald’s proved that culturally informed, targeted messaging is key. By tailoring their ads, jingles, and initiatives to reflect the nuances of Hispanic culture, the brand created a sense of authenticity that broad marketing strategies simply can’t replicate.
Celebrate Real Stories
When people see themselves in your campaigns, they listen. McDonald’s tapped into this power by sharing the experiences of people, such as with the real HACER scholarship winners. Highlighting genuine success stories doesn’t just inspire—it builds lasting emotional bonds.
Give Back to the Community
McDonald’s demonstrated its dedication to the Hispanic community through several programs, which showed the company’s values go beyond business and embrace education, art, and culture.
Stay Agile
Pandemics don’t come with a marketing manual, but McDonald’s adapted fast. When they addressed the specific challenges faced by Hispanic students during the pandemic, they reinforced their commitment to meeting their audience’s evolving needs.
Target the Hispanic Market with Effective Spanish Programmatic Ads
To effectively engage Hispanic audiences, brands need more than just a simple translation—they need to connect at the right moment with the right message. That’s where KPAI comes in. With our precise targeting and access to real-time data, we enable you to deliver culturally relevant ads that resonate deeply.
By optimizing campaigns continuously, we ensure that your messaging is always aligned with the dynamic preferences of this powerful demographic. Pair KPAI’s precision targeting with custom creative programs that authentically reflect the values and identities of Hispanic consumers.
Partner with us to take your marketing to the next level and drive deeper, more meaningful connections with your audience. Book a meeting today to see how we can help you reach your goals with precision and impact!
