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Bennigan’s Gril & Tavern has just started offering its menu in Spanish at its 310 locations.  The chain hopes that this will be the business move needed to reach out to Spanish-speaking customers, as they are the fastest growing consumer demographic.

The article quotes Jennifer Gamble, the chain’s marketing director on the introduction of menus in Spanish:

“Hispanics purchase a meal outside of their home as many as four times a week, and we don’t want language to be a barrier,” Jennifer Gamble, Bennigan’s director of marketing, said in a statement. “This Spanish menu gives our servers that option when they need it.”

Both Chili’s Grill & Bar and Sonic Drive In also offer menus in Spanish at select locations, but TGI Friday’s dropped these menus after finding that no one requested them. 

It would be interesting to learn more about Gamble’s statement that Hispanics eat outside of the home up to four times per week, including how frequently Spanish speakers visit chain restaurants as opposed to locally owned establishments. 

I’m mystified by one particular statement in the article:

Such moves sometimes drag the food companies into the national debate on illegal immigration.

What does providing a menu in a different language have to do with illegal immigration?  Unfortunately, providing any service in a language other than English in this climate seems to bring up discussion of illegal immigration and the alleged drain on our system.  But if providing a menu in Spanish brings in more customers, then it is simply a good business move, as consumers are consumers regardless of their immigration status.

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