Pizza Patrón shifts marketing focus

April 27, 2011

Pizza Patrón has long targeted an older, Spanish-speaking demographic for its advertising campaigns. But now the chain is broadening its message to reflect shifting demographics, including younger, bicultural consumers.

Dallas-based Pizza Patrón launched a new media campaign earlier this month via TV and radio that focuses on this more diverse group.

"Today, second generation Hispanics account for nearly 60 percent of overall Hispanic population growth in the U.S., according to the Pew Hispanic Center," said Andrew Gamm, Pizza Patrón brand director. "This landmark change has very important socio-economic, demographic and especially language preference implications."

Recent research conducted by Pizza Patrón revealed that a majority of its customers were consuming mainstream media at higher levels than ever before. Language has become much less a question of capability, but is more about personal preference, reflecting the bilingual aptitude of the chain's bicultural customer base, said Gamm.

The new advertising campaign explains what the company's slogan "Más Pizza. Menos Dinero." has meant for the past 25 years. The concepts of "Más Quality," "Más Service" and "Más Value" are spotlighted in shots that focus on its ingredients, including fresh dough made throughout the day, and the brand's trademark friendly, bilingual service.

"Our loyal customers already know that Pizza Patrón is one of the best kept secrets out there. People often see our low prices advertised and wonder if you can really get great food for so few dollars," said Gamm. "Our más quality and más service, when combined, deliver más value to our guests -- that's the message with this one."

Pizza Patrón recently opened its 100th location.

Topics: Marketing , Marketing / Branding / Promotion , Operations Management , Trends / Statistics

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