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Pizza Patrón
In late 2006, Duke Marketing announced Pizza Patrón’s “Pesos for Pizza” promotion and garnered national news coverage and heated debates over immigration. The promotion
was intended to target Pizza Patrón’s Latino customers
that typically travel back and forth to Mexico during the holidays
and have pesos left over, a place to use those pesos and really
just trade in their currency. Change for their pesos was given in
U.S. currency, so the program was meant to be a service for Pizza
Patrón’s customers. The news of the currency acceptance
and exchange created national opinions, debates and recognition
for Pizza Patrón.
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