Guillermo Estrada, president of Pizza Patrón, inaugurated the 100th Pizza Patrón last week in Dallas. Since franchising began in 2003, the Latin-focused pizza chain has expanded coast to coast and grown from four locations in Dallas to 100 restaurants in seven states.

Company executives say the achievement is particularly rewarding because it comes during one of the toughest economies the U.S. has ever faced. A recent study by AlixPartners LP stated that U.S. consumers are eating out more frequently, but plan to spend less on each meal. This is a result of a phenomenon researchers have dubbed the “Subway Effect” in which a growing number of consumers expect to pay $5 or less for a meal.

“This is a significant juncture for any chain and we are proud to offer our customers every day food values on par with the fast food giants,” Estrada says. “Our nimble size has allowed us to react and adjust quickly to challenging market conditions and grow our market share during the past couple of years.”

Store 100, the new carryout restaurant featuring Pizza Patrón’s hallmark Latin design motif, was a beehive of activity during the grand opening event. Dignitaries from local consulate offices, local radio station La Zeta 98.3, corporate staff, and hundreds of guests enjoyed music, games, prizes, and lots of pizza.

The store will also spotlight the brand’s everyday values, like its 12-inch medium Amigo Pizzas that start as low as $4 and X-Large Lista-Now Ready pepperoni pizzas starting as low as $6 all day, every day.

“This is a great achievement in the history of our company,” says Antonio Swad, founder of Pizza Patrón. “It demonstrates the relevance of our brand and hints at our potential to become a major player in our segment.”