Industry News | May 10, 2010

Pizza Patrón Brings Latin Flavor to Atlanta

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Pizza Patrón is entering the Atlanta market. On April 21, 2010, it opened the first of 16 stores set out in a development agreement with Bosiba, LLC.

The new Pizza Patrón is located at 5067 Buford Highway at the intersection of Shallowford Rd. in Doraville, Georgia. The opening met an enthusiastic response from the community with large turn-outs and many repeat customers. The second of three stores planned this year will open next month. The development agreement strategically rolls out Atlanta's expansion with four more openings in 2011, four in 2012 and five in 2013.

"Overall, Atlanta residents love new restaurant concepts, and the area has a significant Hispanic population," says Armando del Bosque, CEO of Bosiba, LLC. "There is enormous potential here, and we are very excited to have the opportunity to introduce Atlanta to the number one Latin pizza brand in the country."

Amidst the worst economic crisis over the last 50 years, Pizza Patrón experienced solid growth in 2009. Though it was a notoriously tough year for most U.S. businesses, the chain posted comparable sales increases of 3.9 percent for 2009 in comparison to 2008.

The company cited Hispanic population growth and growth in Hispanic consumer spending, twice that of general market spending (2.0 percent for non-Hispanic consumers versus 6.4 percent for Hispanic consumers between 2005 and 2008), as one of the reasons for its continual growth. The company has also credited successful execution of several strategic, brand loyalty campaigns that are ongoing.

"Atlanta has done a lot of work to integrate Hispanics that have recently moved into the U.S.," Del Bosque says. "Pizza Patrón can help in these efforts, as we are a chain that feels comfortable and welcoming to first, second, and third generation Hispanics, as well as people of every ethnic demographic. Everyone loves pizza, and everyone likes a slice of the Latin lifestyle from time to time. That's what we do - celebrate the Latin life every day."

Approximately 93 percent of Pizza Patrón restaurants in the U.S. are owned and operated by franchisees. Pizza Patrón plans to have 750 stores nationwide within a decade.

"We hope to eventually have restaurants serving every Latin community across the U.S.," says Andrew Gamm, brand director of Pizza Patrón Inc. "Our entrance into the Atlanta market is an important step in achieving that goal."