Five years after weathering the media firestorm that erupted when Pizza Patrón advertised its Pizza por Pesos promotion, the company announced today that it is planning three new campaigns for 2012 designed to celebrate the brand’s Latino roots.
In January 2007, Pizza Patrón launched Pizza por Pesos, announcing that it would accept Mexican pesos at all of its U.S. locations. When company executives received threats over the program, Pizza Patrón was catapulted into the international news spotlight.
Today, every Pizza Patrón location across the U.S. continues to gladly accept Mexican pesos (bills only) as a method of payment.
“In 2007, when we began accepting Mexican pesos at our restaurants, it admittedly generated a lot of negative feedback,” says Andrew Gamm, brand director for Pizza Patrón. “But, in the end we received a preponderance of positive support from our customers, the American people, and business advocates from around the world.
This year, Pizza Patrón will roll out three new campaigns that will reinforce the brand’s commitment to its Hispanic roots and honor the positive force of change immigrants bring to communities throughout America.
The first campaign is slated for late April and will celebrate the language that unifies most Hispanics. The second campaign, scheduled for a July 4 launch, will honor the history of American immigration.
The final campaign in October will promote community action and will feature Mexican pesos, putting a Latin twist on the company’s annual fundraising efforts for St. Jude Children’s Research Hospital.
“Five years after Pizza por Pesos, our brand focus remains laser sharp,” Gamm says. “With these new campaigns, we want to send a message to our core customers that we are here for them, and we are here to stay.”
Pizza Patrón is headquartered in Dallas and celebrated the opening of its 100th restaurant in 2011, and has locations in seven states and 85 more under development. Franchise opportunities, offering a proven system for hard-working franchisee candidates, are available in prime Hispanic markets throughout the country.