Pesos Backlash Spurs Sales at Pizza Patron

“Pizza Patron, the premier Latino pizza brand, announced today its first quarter sales for this year have increased 34.8% versus the same period a year earlier. The impetus for the chain’s revenue growth is attributed to a number of strategic initiatives put in place during the previous 12 months. In 2006, the “Lista(TM)” program was implemented systemwide, offering “ready now” large 15-inch pizzas, available in pepperoni and cheese for $4.99. In January 2007, the company launched its “Pizza por Pesos(TM)” promotion which garnered international media attention and fueled intense debate on the issues surrounding illegal immigration in the U.S.

Although the corporate office was inundated with heated criticism to the pesos program, the stores experienced a heavy influx of new visitors. “Our customers love the program,” said Andrew Gamm, director of Brand Development for Pizza Patron. “Perhaps our first quarter store sales are a vindication of sorts for occupying a unique position in the marketplace and not yielding to the pressure from the opposition.”

Today, Pizza Patron operates 65 locations in the United States with aggressive expansion plans for the next 5 years. The company plans to continue growth through franchise distribution, partnering with qualified owner/operators who are committed to serving the Latino-Hispano community in their area.

“The Pizza for Pesos(TM) initiative is just one example of the things that we have done to better serve our core Hispanic customer,” said Antonio Swad, founder of Pizza Patron. “We will continue to work hard to out-position our competitors when it comes to selling pizza, and we are willing to walk that extra mile at the community level where many are not. When I step back and survey the landscape, I really like what I see. We are a 20 year old brand that is really just getting started, the future looks bright indeed.”"

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