Pizza Patron’s Free Deal for Spanish Orders Raises Eyebrows

Bruce Horovitz, USA Today, May 22, 2012


Pizza Patrón, a 104-unit, carry-out pizza chain headquartered in Dallas, is raising eyebrows both inside and outside the Latino community with a planned promotion to give away thousands of large pepperoni pizzas on the evening of June 5 to folks who order in Spanish.

It can be broken Spanish. It can be first-time Spanish. But it has to be Spanish.


Critics of the free pizza promo are lashing out—including some in the Latino community.

“Maybe they thought it was a cute thing to do, but I think it’s discrimination,” says Marcela Gomez, president of Hispanic Marketing Group, a Latino marketing firm in Nashville. “As an advertising agency, I would never recommend this to my client.”

One conservative group doesn’t like it, either. “It seems to punish people who can’t speak Spanish, and I resent that,” says Peter Thomas, chairman of the Conservative Caucus, which advocates English as the nation’s spoken language. “In public areas, people should be speaking English, and that includes pizza parlors.”

But Andrew Gamm, brand director at Pizza Patrón, says it’s all about creating a buzz within the brand’s target market: Hispanics. He says 70% of its customer base is Spanish-speaking. “It makes perfect sense for us,” Gamm says. “We’re trying to make our bond with the Hispanic community stronger.”

But Pizza Patrón is no stranger to controversial promos. In 2007, it promoted that fact it would start accepting (and still does) Mexican pesos. {snip}


Lisa Navarrete, spokeswoman for the advocacy group National Council of La Raza, says, “For people to get offended or upset at this seems a little bit silly. It doesn’t preclude anybody. Anyone can say, ‘por favor.’ ”

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  • WmarkW

    I wouldn’t object to an offer of free pizza if you order in Italian.

    At work, we received training about hiring in which we were taught not to ask how someone learned Spanish (if it was a job requirement) because it could be perceived as discrimination against Hispanics.    It’s just another language.  Until I have to press “2” for English, I don’t object to its niche use.

    • The__Bobster

      I refuse to press any number at all to conduct business in the language of my American ancestors.

    • What you miss Sir is that ALL Tax Paying people pay for this kind of crap when clearly, not ALL people speak it.

      There’s also the problem with taking the time out to have to pull the phone from my ear to have to press one.

      Please don’t think for a second that business/government pays for this.  That special spanish treatment the hispanics get is built into the price of goods.  You are paying more just so some Third World Aliens don’t have to speak the Language of the Land they take full advantage of and crap all over at the same time.

  • Church_of_Jed

    If the sign has said “Order in English Only,”  the USA Today headline would have been,”English Only demands spark fears of new racism”.

  • JackKrak

    God help the local company insane enough to encourage their customers to speak English. CNN would have a crew there on the ground in no time & start cranking out stories about the “intimidating, unwelcoming attitude to diversity”….

  • But the real question is, do they accept EBT in Spanish?

  • OnMainStreet

    I say fine. The English speaking consumers should just boycott the chain. Then the only “business” they will have will be Spanish speaking Hispanics who will be demanding free pizza!

    • Mutant_Swarm

      Everyone  should slam that guy with orders for free pizzas, until the following conversati0n takes place:

      “Uh, boss…we’re almost out of pizza sauce.”

      “Well, order more!”

      “Uh, boss…we don’t have any cash…”

  • The only bean they NEED to know is when the typical illiterate, paroled Border Jumper says “this is a stick up” in hispanglish.

  • Johnny Reb

    I know this has a lot of people upset but I say:  GOOD FOR THEM.  It’s just good old-fashioned Yankee ingenuity mixed in with a little capitalism.   If they can make more money with this gimmick . . . good for them.

    To me, the joke’s on people like La Raza who want to turn this into some ethnic pride thing.  Yeah, you may be speaking spanish but that’s $8 worth of ingredients you’re buying . . . for $15 . . . for AMERICAN food . . . in an American company.  


    The reality is that this already happens all over the US, for real.  You can’t get service in many stores and restaurants in Florida unless you do “habla.”  

    Playing up a race or ethnicity angle to sell stuff is nothing new . . . “”authentic Chinese cuisine,”  “kosher” food and “real Italian like momma used to make” . . . everyone does it.

  • The__Bobster

    PHILADELPHIA (CBS) – Legendary cheesesteak shop owner Joey Vento has died.

    Employees at Geno’s Steaks learned of their boss’s passing when they came in to work the evening shift.

    Controversial owner Joey Vento, who famously put up a sign reading, “This is America when ordering, please speak English” passed away from a massive heart attack at the age of 71.

  • alastairabbacle

    ““Maybe they thought it was a cute thing to do, but I think it’s
    discrimination,” says Marcela Gomez, president of Hispanic Marketing
    Group, a Latino marketing firm in Nashville. “As an advertising agency, I
    would never recommend this to my client.””

    LOL, advertising is all about discrimination.
     “Do you have discriminating taste in fine wine? Yes you do, than pick our wine.”

  • alastairabbacle

    We should start a group called
    “The National Association of the White Race”, and give ourselves a catchy nickname, like “The Race”.

  • The__Bobster

    This pro-illegal invader restaurant chain has pulled similar crap in the past.

    Dallas-based food chain to accept Mexican pesos
    10:11 AM CST on Saturday, January 6, 2007
    By KAREN ROBINSON-JACOBS / The Dallas Morning News

    Starting Monday, patrons of the Dallas-based Pizza Patron chain, which caters heavily to Latinos, will be able to purchase American pizzas with Mexican pesos.

    Restaurant experts and economists said they knew of no other food chain with locations so far from the Mexican border offering such a service.

  • All they money they are going to spend on it would be better donated to a local hospital to help counteract all the unpaid care given to illegals.  When you see how much charity hospitals say they did for free care its all illegal invaders that they cant get money out of.

  • IstvanIN

    Hispanic Marketing Group, a Latino marketing firm in Nashville

    This alones upsets me.  Can you guess why?

    • sarah stein

       I’m going to apply there, then I’m going to file a discrimination case.

  • MekongDelta69

    La Raza (“The Race”) is the same group which absolutely lost their cookies and their minds when Joey said “English Only” when ordering:

  • MekongDelta69

    I’ve got a great idea.

    Get all the thousands and thousands of black thugs who’re going to Miami this weekend for their “Urban” experience, to change their plans and go to Dallas. Have endless black people who couldn’t care less say, “Por favor”, just like the nice lady at La Raza said to do. Have them keep getting back in line all day. Have them call up ALL their ‘bruthas’ to come down for FREE stuff. (You KNOW how black people love FREE stuff.)

    Have them keep doing this all of June 5th until Pizza Patrón goes broke and has to start turning away all those poor black people. Then call the cops and tell them some ‘White Hispanics’ are discriminating against some oppressed ‘African-Americans’.

    Sit back, pop a beer, light a smoke – and watch the fun.

    • IstvanIN

      YES!  Good idea.

    • Francis Galton

       Interesting; it’s very Cloward-Piven-esque.

    • Mutant_Swarm

      Please, SOMEBODY video that…

  • Well of course, anything that promotes the Spanish language to the public is going to be A-Ok with the imperialists at La Raza.

    • ed91

       la raza probably represents those with more indian blood than spanish……..
      so they aren’t promoting their first language…….  aztec, toltec, whatever…….

      they must feel very confused about who the hell la raza is.

  • sarah stein

    Dallas is mostly Hispanic, so it’s not like it’s a bold move that could cost them business.  Everyone is already ordering in Spanish. 

  • ageofknowledge

    Blatently racist advertising. It’s predictable that La Raza owned businesses would seek to favor La Raza when our own government forcibly taxes us to pay for this stuff:

    “Cecilia Munoz, La Raza’s senior vice president and lobbyist, joined the Obama administration as director of intergovernmental affairs in 2009. Since then, Judicial Watch reports, federal funding being poured into the organization has more than doubled.”

    Clinton Judge: Students Can Sue To Reinstate La Raza Studies:

  • patriotdad76

    If they did an english version, it would be called ‘racist’.