Editorial: The American Way

Pizza Patrón accepting pesos is not an act for illegal immigration but for capitalism.

By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 2/1/2007

When I received the press release announcing that Pizza Patrón was going to allow customers to pay for their food with Mexican pesos at its 59 restaurants, I thought it was a clever idea. After all, the Dallas-based chain targets a primarily Latino audience. Its pizzas are not topped with cumin and jalapeños, but its menus and employees are bilingual. Accepting pesos would be a good way to reinforce that Pizza Patrón is focused on its core customer demographic, building loyalty and ultimately sales.

Currency Exchange

The chain began accepting pesos systemwide on Jan. 8, a promotion meant to last through this month. Signs in the stores tell customers and cashiers that 12 pesos equal a dollar; it’s slightly more than today’s rate of about 10 pesos to the dollar, but the company uses the additional amount to pay for conversion.

Pizza Patrón calls the scheme a service to its customers, knowing that many of its guests return from Mexico with a pocketful of pesos. Plus the chain wants those pesos spent in its restaurants. Of course, those people could just keep their pesos for their next visit south of the border. But the effort tells Pizza Patrón’s audience that it’s a Latino chain. Customer service or marketing ploy, it’s effective.

I wasn’t surprised that there was some backlash, and the folks at Pizza Patrón expected it as well. But the level of support from some and death threats from others, and international media coverage that followed, have been over the top.

War of the Words

Negative responses have suggested the chain is pandering to illegal immigrants and that patriotic Americans should boycott the business. Funny. These hateful, anti-immigrant people wouldn’t have purchased pies at Pizza Patrón in the first place. Their boycott would be about as effective at hurting business as me boycotting Bass Pro Shops.

I’ve read ridiculous comments posted on blogs and in news articles stating Pizza Patrón is discriminatory because its stores don’t accept euros. Are they also racist because the employees don’t speak French, only English and Spanish?

It’s not at all unusual for a company in one country to accept the currency of another, not even in the United States. A lot of companies take Canadian dollars, and nobody screams about losing our national identity or being colonized or the downfall of society.

Free Publicity

Despite the harsh words and death threats, the situation is a boon for Pizza Patrón. Immigration proponents will buy pizzas just to spite the opponents. And founder and President Antonio Swad has been able to discuss his concept on national television and radio outlets, building awareness with potential customers, franchisees and markets. That kind of publicity is priceless.

Swad told ABC News, "This program has everything to do with selling pizzas and putting ourselves in a more competitive position with the major chains out there that we compete with."

An example of good ol’ American capitalism at its best.