Pizza Patron creates traffic craze with $2.99 12-incher

 
July 14, 2010 | by Jennifer Litz

Last fall, Pizza Hut bet that $10 pizzas would help bring its sales out of a recession. Judging from the brand's rising same-store sales, the bet was a good one. Other pizzerias have felt compelled to follow suit with similar deals.

Now Pizza Patron is pushing the price bar once again with the re-introduction of a $2.99 12-inch pizza special.   

Last Summer, 'Día del Patrón' or 'Day of the Patrón' was a popular promotion sparking record sales for the nation’s No. 1 Latin pizza brand. Today, the chain announced it is bringing it back, by popular demand, for a limited time.

Brand director Andrew Gamm said he was originally concerned the promotion could cannibalize weekend sales. But the opposite happened: They were bolstered by the brand awareness the promotion achieved.

“The increase in top-line sales makes up for the discounted pricing -- it's a trade-off that benefits us and our customers,” Gamm said. “The $2.99 price position gives us incredible marketing punch, no one else in the industry even comes close. … it (also) creates an opportunity for us to gain valuable market share in the neighborhoods near our stores.  The ticket average is lower during the promotional period, but the pie and traffic count increases dramatically.”

The 'Dia del Patrón' promotion features the company's 12-inch medium Amigo Pizzas with one topping priced at $2.99 each, and no limit on purchases. The offer will run in every location for two months, July through August, available to customers every Monday, Tuesday and Wednesday.


Topics: Marketing / Branding / Promotion


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