Pizza Patrón rolled out its new Amigo Pizza in all of its restaurants nationwide today. For the first time in the company’s 22 year history, it is offering a 12-inch medium pizza as an alternative to its signature 15-inch X-Large pie.

The Amigo Pizza was launched under the banner “Un Amigo para Todos” (an Amigo for everyone) with a campaign featuring three distinct “Choose Your Amigo” value options – one-topping $4, two or three toppings $5 and specialty pizzas for only $6 each. The new product compliments the company’s existing everyday pricing structure and underscores its straight-forward approach to transacting with guests.

“Our customer base has been hit particularly hard by the current economic conditions, often forcing a choice between filling the gas tank or treating the family to pizza,” says Andrew Gamm, director of brand development for Pizza Patrón. “The addition of Amigo Pizzas to the menu helps us reinforce our commitment of keeping ‘Más Pizza’ for ‘Menos Dinero’ accessible to as many people as possible.”

Pizza Patrón is marketing the new product utilizing point-of-sale displays and targeted direct-to-home advertising in the neighborhoods surrounding each store. The launch initiative also promotes a Three Amigos Meal Deal which includes three 1-topping Amigo Pizzas, a 5-piece order of BreadStix, and a 2-Liter Pepsi product for only $15 every day.

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