New TV and radio campaign focuses on a younger, more diverse group of customers
DALLAS – April 27, 2010 – Starting April 18th, Pizza Patrón, the nation’s number one Latin pizza brand, launched a media campaign that reflects recent shifts in its core customer base. For more than a year, the company has been crafting its new marketing strategies to focus on a younger, bi-cultural demographic. This marks a major change from Pizza Patrón’s previous advertising that exclusively targeted on an older, Spanish-preferred demographic.
“Today, second generation Hispanics account for nearly 60 percent of overall Hispanic population growth in the U.S. according to the Pew Hispanic Center,” said Andrew Gamm, Pizza Patrón brand director. “This landmark change has very important socio-economic, demographic and especially language preference implications.
Recent research conducted by Pizza Patrón revealed that a majority of its customers were consuming mainstream media at higher levels than ever before. Language has become much less a question of capability, but is more about personal preference, reflecting the bilingual aptitude of our bicultural customer base, says Gamm.
The new advertising campaign explains what the company’s slogan ‘Más Pizza. Menos Dinero.’ has meant for the past 25 years. The concepts of ‘Más Quality,’ Más Service’ and ‘Más Value’ are spotlighted in shots that focus on the caliber of the ingredients, fresh dough made throughout the day and the brand’s trademark friendly, bilingual service. The company wants to convey to customers that it understands its low prices might get you in the door, but only great food and exceptional service will bring you back again and again.
“Our loyal customers already know that Pizza Patrón is one of the best kept secrets out there. People often see our low prices advertised and wonder if you can really get great food for so few dollars,” said Gamm. “Our más quality and más service, when combined, deliver más value to our guests – that’s the message with this one.”
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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