Industry News | April 4, 2014

Pizza Patrón Challenges Guests to Pass Ancient Aztec Ritual

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In honor of Pizza Patron’s new and controversial LTO product launch, the La Ch!#gona pizza, the brand is promoting a one-day inaugural event. On Saturday, April 5, from 11 a.m. to midnight, every customer that visits a participating location and passes the Legendary and Ancient Aztec Ritual of La Ch!#gona will receive a large La Ch!#gona pizza at 50 percent off the regular price of $7.99.

“The Aztecs are known for being tough warriors, and this challenge should be doable for our customers, men and women, who are true Chingones,” says Andrew Gamm, brand director for Pizza Patrón. “I don’t want to give anything away; customers must visit a store in person to discover the details of the ritual.”

Despite debate over the pizza’s name and Pizza Patron’s assertion that it has the right to use Mexican slang, the company has forged ahead with the La Ch!#gona pizza launch and has experienced an increase in store traffic weeks before the product launch on March 31.

“Customers have been coming in and asking for the pizza by name as soon as the news of the controversy began to circulate,” Gamm says. “We knew then that our offering, that not only packs heat but is amazingly tasty, would be a winner with spicy food lovers that are always up for challenge to prove they are ch!#gón enough.”

The company’s new LTO is a large, hand-tossed style pizza made with Mozzarella cheese.  It features 5.5 ounces of proprietary jalapeño-stuffed pepperonis and is topped off with diced jalapeños. Available for a limited time only, the pizza has a recommended price of $7.99.  Prices and availability may vary by market. 

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.