DALLAS ‚Äö√Ñ√Æ A pizza chain that attracted national attention and plenty of hate mail for its decision to temporarily accept Mexican currency said today it is extending its pesos policy….”What the pesos for pizza program is intended to do is reinforce our brand promise ‚Äö√Ñ√Æ as the premier U.S. Latino brand and focus on serving the Latino community like we have done for 20 years,” Pizza Patron founder and chief executive Antonio Swad said in a statement. “We have carved this niche in the pizza industry to compete and serve an underserved market ‚Äö√Ñ√Æ the Latino customer, not to make any political statement.”….Pizza Patron has said 60 percent of its customers are Latino, proclaiming on its Web site that “to serve the Hispanic community is our passion.” Its restaurants are in mostly Hispanic neighborhoods, and each manager must be bilingual and live nearby.
Every now and then, a story comes along that manages to put a smile on my face…only because I know it’s REALLY gonna piss off the trolls. This is one of those stories, and yes, I can hear the weeping and gnashing of cheap, overheated, hateful rhetoric from here. Ah, good times….
I’ve written previously about Pizza Patron, a small chain of pizza restaurants based in Dallas. For some time, Pizza Patron has experimented with accepting Mexican pesos as payment for their pizzas. This makes sense, since their clientele is heavily Hispanic. Nevertheless, a significant number of trolls who assume that all Brown People are illegals were incensed that Pizza Patron would do something so obviously and wantonly “anti-American”.
Now Pizza Patron has announced that their Pesos for Pizza program has been so successful that they’re going to extend it. I’m happy about this for a couple of reasons. First, I’m happy any time someone does the right thing and also, by doing so, manages to piss off the trolls. Few things bring more joy to my otherwise miserable existence. Second, Pizza Patron is simply doing what successful businesses do- they take care of their customers. This small business has found a way to increase sales in a unique, legal, and considerate manner. What could possibly be wrong with that?
Cue the faux righteous indignation from the Amerikkka-first knuckle-draggers in 4…3…2…1….