Starting April 18, Pizza Patrón launched a media campaign that reflects recent shifts in its core customer base. For more than a year, the company has been crafting its new marketing strategies to focus on a younger, bicultural demographic. This marks a major change from Pizza Patrón's previous advertising that exclusively targeted an older, Spanish-preferred demographic.
"Today, second generation Hispanics account for nearly 60 percent of overall Hispanic population growth in the U.S. according to the Pew Hispanic Center," says Andrew Gamm, Pizza Patrón brand director. "This landmark change has very important socio-economic, demographic, and especially language preference implications."
Recent research conducted by Pizza Patrón revealed that a majority of its customers were consuming mainstream media at higher levels than ever before. Language has become much less a question of capability, but is more about personal preference, reflecting the bilingual aptitude of our bicultural customer base, Gamm says.
The new advertising campaign explains what the company's slogan 'Más Pizza. Menos Dinero.' has meant for the past 25 years. The concepts of 'Más Quality,' 'Más Service,' and 'Más Value' are spotlighted in shots that focus on the caliber of the ingredients, fresh dough made throughout the day, and the brand's trademark friendly, bilingual service. The company wants to convey to customers that it understands its low prices might get you in the door, but only great food and exceptional service will bring you back again and again.
"Our loyal customers already know that Pizza Patrón is one of the best kept secrets out there. People often see our low prices advertised and wonder if you can really get great food for so few dollars," Gamm says. "Our más quality and más service, when combined, deliver más value to our guests—that's the message with this one."
Pizza Patrón plans to continue its commitment to ensure the brand reflects the contemporary Latino experience in the U.S. today. The Dallas-based pizza chain recently opened its 100th retail location and plans to continue focusing on expanding its retail footprint in new markets through franchising.