Posted on 01/02/2014 9:49:02 PM PST by 2ndDivisionVet
Pizza Patrón executives intend to roll out multiple new strategies designed to bring the brand closer to its core Mexican-born customers in 2014. The company plans to execute an array of updated branding programs that include new product development, unique promotions, traditional advertising, digital, social media and public relations, according to a company press release.
This marks a significant narrowing of focus for the brand that started franchising in 2003, with the objective of becoming the nation's premier Latino pizza brand. The company gained notoriety from its unconventional programs like "Pizza Por Pesos," where customers could use pesos as a form of payment at its takeout restaurants, and "Pizza Por Favor," where customers were awarded a free pizza if they ordered in Spanish, said Andrew Gamm, brand director for Pizza Patrón.
"Mexicanizing" the brand
Gamm said that although the company's efforts have successfully carved out a niche for the brand, there's no such thing as a "one-size-fits-all" concept for Hispanics, since there are so many cultural differences among Latinos.
While the brand's strategy and non-traditional approach to marketing its products resulted in international media coverage, bolstering its Latino brand position, it is now taking steps to "Mexicanize" the concept in order to improve sales with its core Mexican-born customers and to attract new customers who are loyal to other concepts.
"Over the years, our most successful endeavors have been Mexican in focus, whether it was a new product release or a targeted advertising campaign," Gamm said in the release. "The majority of our customers and team members have Mexican roots so the move to Mexicanize the brand will come very natural to us. We believe it will also create a better, more one-of-a-kind experience for our non-Mexican customers as well."
Gamm acknowledged that the pizza market in the U.S. is over-saturated, but said "There are still tremendous opportunities for unique concepts to build valuable brands and to monetize their point of difference. By taking steps to Mexicanize our brand, we put further distance between ourselves and the competition and we close the gap with our core customer which will give us a huge sales advantage."
This story is ages old.
Hey Colorado! Since you lost Magpul, you can have this Dallas-based company.
I hate to tell you this bro but most pizza in Tx sucks.
I have found most Mexican food to suck here too.
Never could figure out why Chinese hire Mexicans to cook Chinese food and why Mexicans hire Chinese to cook Mexican food.
No offense, but Mexican Pizza? WTF??
On that I agree. It seems like towns with a significant mob presence do have good pizza and, perhaps surprisingly, that includes Clarksburg, WV as well as the expected places such as Youngstown.
They certainly do.
They bring a plethora of bad juju but the chow is pretty stellar.
Garlic is spectacular.
So the Mexicans know ajo garlic.
Pretty good stuff, but it aint Italian.
Not a bad cheap Pizza really... Personally I like it better than Little Caesars... They had a special “always ready” $5 large Pepperoni, I stopped to get one awhile back, they happened to be out and I had to wait... They gave me 2 of them for the wait... Drove by yesterday and that $5 pie is now advertised for $4... Not to mention, I got full value on my extra pesos left over from the Mexico trip to boot!
You know the pepper of choice where I am from?
The Hungarian wax pepper.
Thats what all the old Dagos use.
Haven’t tried that Little Caesars’ $8 pan pizza yet. Any good?
Spicy aged Tequila?
Yeah $8 thick crust much better than the $5 thin ones...
Good, I’ll start saving up to get one.
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.