Latino Pizza Chain Accepts Pesos
Who's assimilating who? Coming to a Denver pizza joint near you:
A pizza chain catering to Latino customers has started accepting Mexican currency in all of its restaurants, including two in Colorado.Yes, I'm sure the vast majority of those with leftover pesos are those who "travel regularly between the U.S. and Mexico". I have some leftover Euros and British pounds from last year, and a whole stash of Chinese renminbi from 2001, are those accepted too?
Pizza Patrón Inc. on Monday launched a two-month test that will allow customers to pay for their purchases with pesos. Dallas-based Pizza Patrón has locations in Aurora and Lakewood and will open at third store in Denver's Montbello neighborhood later this month.
The chain caters to Latino customers by hiring bilingual employees and listing its menus in both English and Spanish. The carry-out pizza shops also play contemporary Latino music and are brightly decorated to appeal to Latino customers.
"A lot of our customers travel regularly between the U.S. and Mexico, either to visit family or to do business, and they oftentimes have pesos left in their drawer or in their pockets," said Pizza Patrón spokesman Andy Gamm.
. . .
Experts say it's unusual to see a company operating outside a U.S.-Mexican border town accepting pesos. But Janina Calderon-Ferguson, president of Calderon Hispanic Marketing in Lakewood, called it a smart marketing move.
Even if only a small portion of Pizza Patrón customers opt to pay with pesos, its willingness to accept the currency will create significant goodwill among Latino customers, she said.
"More than being a convenience, it makes people feel like they're in Mexico to have that option. It feels like home," she said.
Didn't think so.
I'm sure that many Latino pizza lovers are turned off by chains like Domino's and Pizza Hut with all their "english" signage. They only feel comfortable ordering a pizza in Spanish, while feeling "like they're in Mexico"? Marketing, no. Reverse assimilation, you betcha.
Saw this first at Moonbattery, though that story only included those franchises around Dallas.