The leadoff spot in the promotions lineup goes to PIZZA PATRÓN for its “Pizza por Pesos.”
In early January the chain began allowing customers to pay for pizzas with the leftover pesos they had after visiting Mexico. Pizza Patrón targets Hispanic-Americans exclusively in its marketing, and a lot of them took the chain up on its offer.
The promotion, needless to say, was controversial. Some consumers accused Pizza Patrón of fostering illegal immigration,