Pizza Petron launched as the pizza chain that aimed to attract unprecedented numbers of Hispanic American consumers to the popular American food and it has not been shy in trying to attract Spanish-dominant consumers. The company says its stores are "based in Spanish speaking or predominately Hispanic neighborhoods."
The Dallas Morning News reported on the announcement [here].
Ethnic marketing exec Juan Faura, whose book I have assigned in past semesters for my graduate course in ethnic marketing, tells the Dallas paper:
"If you're not in a border town, I don't see the functional benefit," said Juan Faura, president and chief executive of Cultura, a Dallas-based marketing and advertising firm.
He and others saw the program more as a marketing effort than a badly needed service.
"I would see it as a move by the chain to communicate unequivocally to the Hispanic market that they are for them," Mr. Faura said.
"I don't see any other reason for it."
He's exactly right. This is a huge publicity stunt more than anything else. A good publicist might squeeze an extra couple days worth of attention out of this by helping attract a protest outside corporate headquarters or the various store locations. Free publicity can be enormously valuable.
Click [here] for the company's official announcement.
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