How Pizza Patrón: Targets Hispanic Customers

How Pizza Patrón: Targets Hispanic Customers
Piers Fawkes, PSFK
  • 12 february 2007

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.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.