U.S. Pizza Franchise Accepts Payment In Pesos From Spanish Patrons

(Thanks to Blair Lovern, from Dallas / Fort Worth’s PegasusNews.com, for giving me a heads up on this story)

As a self-proclaimed “Marketing Dork,” I have to say that I’m quite proud to be a “Dallasite” today. There’s this pizza joint called Pizza Patron (59 stores), that’s headquartered here in my hometown of Dallas Texas, that truly understands their consumer demographic of Spanish customers. Many Mexican residents of Dallas have just recently traveled from Mexico, and have a surplus of Mexican currency sitting there in their wallets that’s going unspent. Pizza Patron had a marketing brain fart and decided to give these people a place to spend their pesos as they’re now accepting them as payment for pizza.

I’m not quite sure how many Mexican customers will actually take Pizza Patron up on this opportunity because I’ve only seen this story reported in the English language, and therefore won’t reach their Spanish speaking audience – But I guarantee that this company is going to receive a helluva lot of viral attention towards this marketing move. The fact alone that I, Brad Williamson, am acknowledging this story has to be worth BILLIONS to them in marketing dollars. Haha, yea right! ; )

It amazes me that more businesses haven’t implemented such a strategy in their operations. This truly is a no-brainer of an idea for businesses that have a large population of foreign customers. Even if no one actually utilizes the opportunity, it still adds a highly respectable element to your business’s operations.

Here’s the story as Karen Robin-Jacobson, from the Dallas Morning News, sees it…

Starting Monday, patrons of the Dallas-based Pizza Patrón chain, which caters heavily to Latinos, will be able to purchase American pizzas with Mexican pesos.

Restaurant experts and economists said they knew of no other food chain with locations so far from the Mexican border offering such a service.

“We’re trying to reach out to our core customer,” Antonio Swad, president of Pizza Patrón Inc., said Friday.

“We know they come back [from Mexico] and have pesos left over. We want to be a convenient place for them to spend their pesos.”

While U.S. restaurant chains have stepped up their marketing to Latino consumers and incorporated Latin flavors in the menu, it’s unusual to see that outreach extend to the cash register.

“I think it’s a very interesting idea,” said Ron Paul, president of Technomic Inc., a Chicago-based restaurant market research firm. “They are catering to that audience.”

But Mr. Paul said he did not see other chains rushing to emulate the program, in part because of bookkeeping headaches.

You can read more here

What do ya’ll think about this!? Is this nuts, or a no-brainer of a marketing move? Let us know what you’re thinkin’ in the comments below…

Wishing You Continued Success…

Brad Williamson

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Author: Brad Williamson (27 Articles)

Who is Brad Williamson? Well... I'm a lover, entrepreneur, and fried chicken aficionado. ...Nuff said.