Aug 31, 2006 6:01 AM, PROMO Xtra

Olive Garden extends its Hispanic marketing push with a Spanish-
language Web site

The Olive Garden has launched a stand-alone, Spanish-language Web site, an extension of its in-restaurant experience, to address the needs of Spanish-speaking guests.

The site, OliveGardenEspanol.com, which debuted Monday, offers a number of resources including a restaurant locator, menus, employment and other company information. The site also features Italian recipes, including some from Olive Garden's menus.

"Like our other communications tailored to Hispanic guests, the new Web site conveys the messages of warmth and Italian generosity in a way that is culturally appropriate," said John Caron, executive VP-marketing for Olive Garden, in a statement.

The company also operates an English-language site at OliveGarden.com. Captura Group, San Diego, partnered with Olive Garden to develop the site.

The site supports the company's overall Hispanic marketing efforts, which include TV spots in 11 U.S. markets. Olive Garden has 582 restaurants with $2.6 billion in annual sales. The chain is a division of Darden Restaurants, Inc.

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