Pizza Patrón Pollito chicken launch aimed at core Hispanic market

Feb. 1, 2013

Pizza Patrón has launched its new Pollito chicken offering, breaded premium chicken tenders featuring 100-percent breast meat.

The company is marketing the new item directly to its core audience of foreign-born Hispanics, as it's named after a traditional children's song used in many Latin American countries to teach English.

As part of the promotion, Pizza Patrón developed floor graphics for each restaurant lobby. The art is positioned in a conventional "hopscotch" format and contains the most famous lines from the "Pollito Chicken" song.

"Our research has shown us that Pizza Patrón consumers recognize us for our unique Latin branding and flavors and want to see more of these options from us," said Andrew Gamm, Pizza Patrón brand director. "It's a real win for us when we are able to go deeper than product and price and connect with the hearts of our customers."

Served 10 pieces to an order, along with carrot sticks and a choice of ranch or spicy ranch dipping sauce, the new Pollito chicken offering is value priced at $4.99 every day.

Read more about food promotions.

Topics: Food & Beverage , Marketing / Branding / Promotion

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