Duke Marketing was hired by Pizza Patrón, the Dallas, Texas based, premiere Latino pizza franchise organization, with 60 locations and another 150 in development across the United States, to provide national public relations. Pizza Patrón features fun and festive carryout-only pizza stores that are community based in Spanish speaking or predominately Hispanic neighborhoods and recently added its first dine-in location in May 2005 and drive-thru location in 2006.
In late 2006, Duke Marketing announced Pizza Patrón’s “Pesos for Pizza” promotion and garnered national news coverage and heated debates over immigration.
The promotion was intended to target Pizza Patrón’s Latino customers that typically travel back and forth to Mexico during the holidays and have pesos left over, a place to use those pesos and really just trade in their currency. Change for their pesos was given in U.S. currency, so the program was meant to be a service for Pizza Patrón’s customers. The news of the currency acceptance and exchange created national opinions, debates and recognition for Pizza Patrón.
The “Pesos for Pizza” promotion created a national news frenzy. From the New York Times newspaper and Sunday Magazine, to the Washington Post, Dallas Morning News, USA Today, Denver Post and LA Times to name a few.
Duke Marketing coordinated interviews, photos and content to numerous media outlets..
“Pesos for Pizza” promotion garnered national television and radio placements as well. CBS, NBC, CNBC, Fox News and local news stations across the country ran b-roll provided by Pizza Patrón and interviewed Antonio Swad, founder of Pizza Patron.
RESULTS: The total impressions Duke Marketing has tracked until Feb 2007 on this fantastic media frenzy is well over 5 million. The company has also seen over 30% sales increase since the program began. Franchise inquiries have also hit an all time high.
“Pesos for Pizza” promotion became a featured article in Nation's Restaurant News.
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“Pesos for Pizza” promotion continues to garner press 2 years later with a featured article in Chain Leader Magazine.
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