MFHA, PepsiCo join forces for multicultural tool kit

Nation's Restaurant News,  Nov 27, 2006  

Tags: PepsiCo, tool

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PROVIDENCE, R.I. -- The Multicultural Foodservice & Hospitality Alliance, based here, has teamed up with Purchase, N.Y.-based PepsiCo Foodservice to offer a multicultural marketing tool kit. The initiative offers insights and solutions to restaurant operators who are marketing to a diverse customer base. The first edition of the series addresses the Hispanic market. Future guides will focus on the African-American, Asian-American, and gay and lesbian markets.

The tool kit features a 32-page guide containing research, case studies and insights provided by McDonald's, the Olive Garden, the MFHA and PepsiCo Foodservice. A three-minute video companion introduces the content and features MFHA president and founder Gerry Fernandez; PepsiCo executives, including Marie Quintana, vice president of ethnic sales development, and Chris Furman, president of PepsiCo Foodservice; and McDonald's vice president of multicultural marketing, Tony Suarez.

The tool kit for the Hispanic market can be downloaded for free at www.mfha.net and will be distributed at industry events next year.

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