Owner's new AE post says it serves "a significant Spanish-speaking customer base" and prioritizes Spanish-speaking sellers, and it is hiring support in Colombia and Costa Rica. Yet owner.com has no Spanish pages at all: the Grader report, pricing, case studies and demo form are English only. Spanish-speaking owners are being sold in Spanish but marketed to in English.
First action
Count how many current customers prefer Spanish and pick three for case studies.
How to measure it
Spanish-path demo bookings
- Now
- –
- Target
- 150 a month
- By
- 90 days
Steps
Size the base
Customers and demos handled in Spanish in the last quarter.
Sales Operations 2 days
Translate the core
Grader landing page, report, pricing and demo form.
Product Marketing Manager, GTM 1 week
Route the demos
Spanish form answers go to Spanish-speaking AEs.
Sales Operations 2 days
Add proof
Three Spanish customer stories or subtitled videos.
Product Marketing Manager, GTM 2 weeks
Promote
Spanish Meta ads and short-form clips.
Creative Director, Performance Marketing 2 weeks
Compare
Conversion and close rates against the English path.
Lead, GTM Analytics & Applied AI monthly
Why it works
Build the Spanish path first where it converts: a Spanish Grader landing page and report, a Spanish pricing page, three Spanish case studies (or subtitled videos) from existing customers, and a demo form that routes to Spanish-speaking AEs. Run Spanish ads and short-form clips to it, and track conversion against the English path.
Owners buy faster in their first language, and the sales and support capacity is already being hired. It also opens search and AI-assistant queries in Spanish where few restaurant platforms compete.
Ready to use
ChecklistSpanish path launch list
[ ] /es/ Grader landing page and report [ ] /es/precios with both plans [ ] Spanish demo form routed to Spanish-speaking AEs [ ] Three customer stories in Spanish or subtitled [ ] hreflang between English and Spanish pages [ ] Spanish onboarding emails [ ] Separate conversion tracking
Risks and how to handle them
Machine translation sounds wrong
Have Spanish-speaking AEs review every page.
Support capacity in Spanish
Launch after the November support hires start.
Evidence
- HiringAccount Executive (remote US, posted October 3, 2026): "We serve a significant Spanish-speaking customer base. Professional fluency in Spanish is strongly preferred and will be prioritized in our selection process." AEs "sell on value and return on investment (ROI)" and build pipeline "alongside the XDR team". Owner is also hiring customer support representatives in Colombia and Costa Rica starting November 3.Source
- Your websiteSitemap (161 URLs, checked October 18, 2026): 18 case studies, all independent restaurants; no Spanish-language pages; no "Owner vs" comparison pages, although the blog covers "toast-vs-square", "toast-competitors" and "square-alternatives"; older pages such as "197 Best Pizzeria Slogans You Can Use For Free" (URL ending "-2019") and "/resources/former-seo-bible"; investor memos at /b and /c; a referral page offering "$1,000" per referred restaurant, plus affiliate and partner pages.Source
- HiringProduct-led growth: "2026 is the year we engineer a true product-led growth motion" with "the self-serve launch journey that takes them from Grader to POS" (Engineering Manager, PLG). Grader is "Owner's free restaurant health report" and "one of the fastest-growing" products, with "new AI-powered scoring capabilities launching" (Staff Engineer, Grader).Source
- HiringMedia hiring: a Short Form Content Manager ("Media has been an unfair advantage"; Instagram grew "0 -> 80k followers in the last year"; channels get "over 3 million organic impressions per month"), a YouTube Manager (owners who watch the long-form videos "convert at multiples higher than any other channel"; the CEO is "restarting his startups focused content") and a Creative Director, Performance Marketing (Meta, YouTube and CTV with "tens of millions of dollars of ad budget a year"; organic social "5M+ impressions monthly").Source