"By the end of 2010, U.S. Hispanic Internet penetration is on pace to reach almost 70 percent, and we want to be sure Pizza Patrón fits naturally into the context of Hispanic life in the U.S. today," says Andrew Gamm, brand director for Pizza Patrón. "We are developing a more holistic approach in our advertising, and the addition of e-mail is a perfect complement to our other efforts."
According to Jackie Bird, chairwoman of the Association of Hispanic Advertising Agencies, Latinos are the fastest growing segment of the online population and by 2020, the number of Hispanic teens is expected to increase by 62 percent as compared to 10 percent growth in the number of teens overall.
"Hispanic teens, the fastest growing segment of the fastest growing demographic in the U.S., have a strong proclivity for adopting digital technology into their lifestyle," Gamm says. "Working with Fishbowl will help us close the gap between us and our customers. Their system works great for both local store marketing and national promotions."
Fishbowl's e-mail marketing solutions are recognized as the best in the restaurant industry. Karen Willison, vice president of sales, national accounts at Fishbowl, says their system will make it easy for Pizza Patrón to implement campaigns, acquire new customers, and automate their loyalty marketing programs.
"We are proud to become a strategic vendor partner for Pizza Patrón," Willison says. "The chain is known for its innovation and brand loyalty, and it will be exciting to be a part of this."