Case Study- Pizza Patron

Pizza Patrón

Duke Marketing was hired by Pizza Patrón, the Dallas, Texas based, premiere Latino pizza franchise organization, with 60 locations and another 150 in development across the United States, to provide national public relations. Pizza Patrón features fun and festive carryout-only pizza stores that are community based in Spanish speaking or predominately Hispanic neighborhoods and recently added its first dine-in location in May 2005 and drive-thru location in 2006.

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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