Pizza Patron's Pizza Por Favor campaign, which ran for three days in June, resulted in record sales for the company.
Andrew Gamm, Pizza Patron's brand director, said that more than 25 percent of the chain's stores broke all-time sales records the week before and the week of the promotional event.
"The campaign achieved its goal of solidifying our unique position in the marketplace and strengthening our relationship with the Hispanic community," he said. "We are very proud of our Latino brand focus and we remain unapologetic of our commitment to this community."
During the campaign, close to 80,000 free pizzas were given away, including 50,000 actual pizzas and 30,000 coupons redeemed after the conclusion of the event. The coupons were given out in instances of depleted supplies, as well as to people still in line after the promotional hours had concluded.
"Our plan was created to address a maximum of 30,000 pizzas, based on the capacity of our stores for any given three hour period," Gamm said. "However, we underestimated the crowds and many franchisees kept giving out free pizzas after the event hours. As supplies depleted, coupons were given to those still in line to come back another day and redeem for a free pizza."
During the Pizza Por Favor event, Pizza Patron offered a free large pepperoni pizza to every customer who ordered in Spanish.
As with Pizza Patron's launch of the Pizza Por Pesos program in 2007, the Pizza Por Favor campaign ignited plenty of controversy. For example, Peter Thomas, chairman of the Conservative Caucus, said the campaign "seems to punish people who can't speak Spanish," something he says he resents.
Gamm said Pizza Patron's customer base, however, is 70 percent Spanish-speaking, and the company is trying to make its bond with that community stronger.
Read more about marketing campaigns.