Tuesday, February 20, 2007

Marketing Pizzas to Hispanics

The essence of capitalism is creativity. Consider the success of Pizza Patrón: " it has expanded to 61 locations in just a few years; same-store sales for the final quarter of 2006 (before the “Pizza por pesos” promotion began) were up an impressive 35 percent over the year before. Usually restaurants that focus on a particular ethnic group serve food associated with that demographic, and one of the first things people ask Antonio Swad, Pizza Patrón’s founder, is whether there’s something particularly (or maybe stereotypically) Hispanic about his pizza. Does he use habanero peppers and cilantro? The answer is no. Apart from offering chorizo as a topping, the pizzas are pretty much what you’d expect from any pizza place". Read the article here

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