Pesos for pizzas. It seemed innocent enough. But after a Texas pizza chain this week began accepting Mexican pesos in exchange for piping hot pies, the company was flooded with thousands of e-mails….”What you are doing is unpatriotic. THIS IS AMERICA NOT MEXICO!” one message read. “Get the hell out of this country!!!!” said another. “This is America where the currency is the U.S. Dollar. If you want to accept the peso, go to Mexico!”….Dallas-based Pizza Patron chain, with five restaurants in Houston, said it’s pesos-for-pizzas campaign has been an overwhelming success. But the promotion has also stirred a wave of anti-immigrant feelings.
Over the past few days, I’ve written a bit about Pizza Patron, a previously anonymous chain of pizzerias catering primarily to Hispanics. It would seem that in their desire to cater to their customers and to make things as easy as possible for them, Pizza Patron has managed to rattle the cages of those foaming-at-the-mouth xenophobes who equate Brown People © with “illegal immigration”. The fact that most Brown People © are in this country legally is beside the point to these ignorant, hatred-fueled zealots. “Pesos for Pizza”…to most of us, it’s a fairly simply concept. To the haters, it’s a slap in their face and a statement against everything they believe in- a grave threat to Our Way of Life © and all the things that make this country great. Right; far be it from a business to deny any American the right to hate and stereotype those they can’t live without but refuse to acknowledge.
I’m happy to report that “Pesos for Pizza” has been a rousing success. Pizza Patron, whose target market is Hispanic, is simply doing what it can to differentiate itself and carve out a niche in a hypercompetitive market. Judging by what’s been going on lately, they’re doing a hell of a job…and they should be commended for their creativity and the commitment to their customers.
Andy Gamm, a Pizza Patron spokesman in Dallas, said he was taken aback by the protest. He said the small pizza chain never intended to get in the middle of the national immigration debate, but is undeterred by the controversy.
“We have no intention of stopping it,” he said. “We’re happy, we couldn’t be happier.”
As well they should be. They know their customers, and they’re doing something to take care of them. Would that more businesses could be more sensitive to their customers. This is a business decision that should be applauded for it’s creativity and attention to their customers- not pilloried for catering to Brown People © …which is simply code for “illegal immigrants”, people taking jobs from Americans and using our tax dollars to educate and feed their children. Yeah, like there are Americans queueing up to collect garbage and mow lawns in 100-degree heat.
He said most of the negative e-mails are anonymous, and though many say they will no longer patronize the business, many come from states where Pizza Patron does not have any locations.
Pizza Patron will hopefully ignore the haters, because from all indications they’ll be laughing all the way to the bank- as well they should be. “Pesos for Pizza” is a business decision that should be lauded for it’s creativity and it’s attention to their core customer base.
Damn…I only wish there was a Pizza Patron location in Seabrook. I’d be ordering a pizza or six tonight just to show my support.
The chain has 59 locations throughout the Southwest, including the five in Houston.
“A majority of the negative e-mails we’ve been getting are coming from states like Connecticut, North Dakota, Indiana and Ohio, states that aren’t known for having strong Hispanic demographics,” Gamm said.
And it’s MUCH easier to hate Brown People © when there aren’t any around, eh?
He said Pizza Patron has been doing business in the Hispanic community in Dallas for 20 years and that 60 percent of its customers are Hispanic.
Clearly, “Pesos for Pizza” was a sound business decision made by a company merely trying to take care of their customers with a simple gesture. It’s not a political decision, not an endorsement of illegal immigration, nor a slap in the face to good, God-fearing American xenophobes. It’s simply a business decision, and by all indications one that has worked out quite well.
Hmm…I’ve got a few pesos in my wallet…I wonder if they deliver??
