Pizza Patrón celebrates 'Aniversario de Plata' – first 25 years

The nation’s #1 Latin pizza brand sees bright future ahead

DALLAS – June 7, 2011 – In celebration of their ‘Aniversario de Plata,’ Pizza Patrón is promoting the every day price of $4 for their Amigo Pizzas® (12-inch medium with 1-topping).  That’s $1 less than the lowest-priced pizza on their menu in 1986.  The $4 Amigo Pizzas® will be advertised on television and radio between April 15 and June 30.

Since 1986, over 35 million Hispanics have been added to the US population according to the US Census Bureau, and only recently US-born Hispanic growth has outpaced immigration for the first time in history.  In the 1980s and 1990s Spanish language was preferred by Pizza Patrón customers and was a necessary tool for all of its advertising efforts.  Today, many Latinos in the US are bicultural and the Spanish language is increasingly symbolic of cultural pride, not a matter of dependence for them, says Andrew Gamm, brand director for Pizza Patrón.

“When the company first started, speaking Spanish in the stores was a big deal and a real point of difference, and I still believe it is very important,” said Antonio Swad, founder of Pizza Patrón.  “Today, however, it takes more than just language to make a meaningful connection with Hispanic families, that is why our brand stands for something much bigger than pizza.  We have created a unique Latin experience in our restaurants, and it is our mission to treat every customer, in every community we serve, with respect and dignity.  That is something that has often been missing when you look at the history of this demographic in the U.S.”

The first Pizza Patrón opened as an independent restaurant in 1986 in the Pleasant Grove community of Dallas, Texas.  Since opening the very first location to now operating 100 restaurants in 7 states, Pizza Patrón has built a reputation for offering guests unrivaled values and a uniquely Latin brand experience.  Over the years, despite its sharp Hispanic focus, the concept has proven to appeal to a wide audience with many stores serving a customer base that is made up of more than 50% non-Hispanics.

“Great brands are disciplined and have intense focus,” said Swad.  “Our vision at Pizza Patrón is unapologetically centered on serving the Latino customer now, and in the future, just as it has done for the last quarter century.  Serving Hispanic communities was a good idea then, and it is even more relevant today…we plan to lead on.”

Pizza Patrón continues to be a lightning rod for discussion regarding Hispanics in the U.S. The company plans to continue its commitment to ensure the brand reflects the contemporary Latino experience in the U.S. today.  The Dallas-based pizza chain recently opened its 100th retail location and plans to continue focusing on expanding its retail footprint in new markets through franchising.


About Pizza Patrón

Pizza Patrón, America’s #1 Latin pizza brand, offers traditional pizza, wings and sides in its community based, bicultural stores. Pizza Patrón was founded by restaurateur Antonio Swad in 1986, in Dallas, Texas, and today operates 100 dine-in and carry-outrestaurants in seven states with 40 more under development. Pizza Patrón has franchise opportunities available in prime markets throughout the country offering a proven system for hard-working franchisee candidates. In 2007, the brand received international news coverage when it decided to accept Mexican Pesos at all of its locations, gaining over 500,000,000 media impressions worth over $30 million in the U.S. alone. The company’s medium AMIGO PIZZAS® start as low as $4 and X-Large LISTA-NOW READY™ pepperoni pizzas start as low as $6 all day, every day.

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