DALLAS Pizza Patrón, the Texas-based pizza chain targeted at Latino consumers, said it is continuing indefinitely its program of accepting Mexican pesos as well as U.S. dollars at all 60 of its locations.
The “Pizza por Pesos” program, which provoked widespread media attention and became a focus of the immigration debate when it began in January, was originally scheduled to end in February. Antonio Swad, who founded the chain in 1986, said sales set records in January and February and cited the peso program as a major factor.
“The positive reaction we are seeing is from our core customer, the Latino families that we serve in each community, are far greater than the negative,” Swad said. “Our guests are thrilled with this service.”