Pizza Patrón executives intend to roll out multiple new strategies designed to bring the brand closer to its core Mexican-born customers in 2014. The company plans to execute an array of updated branding programs that include new product development, unique promotions, traditional advertising, digital, social media and public relations, according to a company press release.

This marks a significant narrowing of focus for the brand that started franchising in 2003, with the objective of becoming the nation's premier Latino pizza brand. The company gained notoriety from its unconventional programs like "Pizza Por Pesos," where customers could use pesos as a form of payment at its takeout restaurants, and "Pizza Por Favor," where customers were awarded a free pizza if they ordered in Spanish, said Andrew Gamm, brand director for Pizza Patrón.

"Mexicanizing" the brand

Gamm said that although the company's efforts have successfully carved out a niche for the brand, there's no such thing as a "one-size-fits-all" concept for Hispanics, since there are so many cultural differences among Latinos.

While the brand's strategy and non-traditional approach to marketing its products resulted in international media coverage, bolstering its Latino brand position, it is now taking steps to "Mexicanize" the concept in order to improve sales with its core Mexican-born customers and to attract new customers who are loyal to other concepts.

"Over the years, our most successful endeavors have been Mexican in focus, whether it was a new product release or a targeted advertising campaign," Gamm said in the release. "The majority of our customers and team members have Mexican roots so the move to Mexicanize the brand will come very natural to us. We believe it will also create a better, more one-of-a-kind experience for our non-Mexican customers as well."

Gamm acknowledged that the pizza market in the U.S. is over-saturated, but said "There are still tremendous opportunities for unique concepts to build valuable brands and to monetize their point of difference. By taking steps to Mexicanize our brand, we put further distance between ourselves and the competition and we close the gap with our core customer which will give us a huge sales advantage."

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