Industry News | May 25, 2012
Pizza Patrón Gives Free Pizza for Ordering in Spanish
On Tuesday, June 5, from 5-8 p.m., Pizza Patrón is launching its PIZZA POR FAVOR event at restaurants nationwide. Every customer that orders in Spanish will receive a free large pepperoni pizza, which is the company’s top-selling product.
Free pizzas are limited to one per customer between 5-8 p.m., at participating locations, while supplies last.
PIZZA POR FAVOR is the first of three 2012 campaigns the company has planned to celebrate the brand’s Hispanic focus and honor the positive force of change immigrants have made in communities throughout America.
“Free product promotions have been around for a long time,” says Andrew Gamm, brand director for Pizza Patrón, “but I’ve never heard of any company rewarding guests for speaking Spanish. For us, PIZZA POR FAVOR makes great business sense–it is an opportunity for us to strengthen the relationship we have with our core customer.”
Collateral materials for the promotion feature the word pizza spelled with a “c” resulting in text that reads PICZA POR FAVOR (pronounced “peek-za”). Company officials say many of Pizza Patrón’s corporate staff members pronounce words like pizza as picza or Pepsi as Pesci.
“Nearly half of our corporate staff says picza (“peek-za”) instead of pizza,” says Gamm. “And when we dug a little deeper, we soon realized that a good number of our Hispanic customers also say picza (“peek-za”) too. We thought it would be fun to incorporate that cultural component into the campaign.”
Pizza Patrón gained notoriety in 2007 when company executives received threats over “Pizza for Pesos,” the program that accepted Mexican pesos at all of its U.S. locations. The company continues to accept Mexican pesos (bills only) as a form of payment, providing change in U.S. dollars.
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