How Pizza Patrón: Targets Hispanic Customers

Rob Walker wrote a fascinating piece in his Consumed Column in the New York Times Magazine recently where he looked at how a pizza chain was targeting the US hispanic population:

When a chain of pizza restaurants with locations in Texas, Arizona, Nevada, California and Colorado recently announced a promotional stunt that involved accepting pesos, it sparked controversy, national news coverage and even threats. It seems predictable that the peso as an acceptable currency in Denver, say, 700 miles from the Mexican border, would have that effect at a time of emotional disagreements about immigration in America. But behind this hot-button debate is something else worth considering: what the success of a Hispanic-focused pizza chain says about Americanness.

NYT