Pizza Patrón has developed a new, long-term brand strategy that will affect every aspect of its business – from training and operations to menu systems and advertising. The plan entails creating a distinctive, bicultural atmosphere for its guests.

The idea was inspired by the Hispanic population growth in the United States, which is resulting in a growing bilingual/bicultural consumer demographic. According to Iconoculture and the U.S. Census, by 2015, one-third of the nation's population, 19 years old and younger, will be Latino.

"It's not enough for us to just provide friendly, bilingual service anymore," said Andrew Gamm, brand director for Pizza Patrón. "Our future hinges on our ability to create a unique, bicultural experience for our guests. The fastest-growing segment within the Latino population is multi-dimensional, young, and will influence American culture significantly in the future. Keeping pace with this emerging cultural shift in the Hispanic market is actually helping us reach more mainstream consumers too, which is great for our brand.”

That said, the chain will commit more dollars to general market programming, which is a shift from its previous marketing efforts.

“(It) marks a considerable change for us compared to what we have done historically, even though our Hispanic brand focus hasn’t changed at all,” Gamm said. “Our latest TV commercials feature a younger, more diverse group of customers.”

The new strategy comes as Pizza Patrón celebrates its 25th anniversary in 2011.

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