While prepping for a presentation on Word-of-Mouth Marketing, I followed-up on Pizza Patron’s “Pesos por Pizza” promotion that began earlier this year (Q1 of 2007). The promotion is simple: Pizza Patron, a regional pizza chain focused on the Hispanic customer base, will accept Mexican Pesos or American Dollars.
Following on the Word-of-Mouth Marketing maxim of Remarkable Things Get Remarked About, word spread about the "Pesos por Pizza" promotion. Some loved the marketing idea, while others loathed it. Either way, one can’t argue with the results. Sales spiked.
John,
I guess I am not seeing where the hate is coming from. Banks and airports make money from fees when exchanging currency and no one seems to care. This business has found a niche. They may not charge fees but in essence they are saying "I will exchange your money for you if you buy my product." I don't see where this relates to the immigration debate or worthy of death threats (not that there is anything worthy). Thanks for the interesting post.
Posted by: Bill Gammell | July 11, 2007 at 10:55 AM
Bill ... I reckon the issue some people are uncomfortable with is the currency angle. The American Dollar is the national currency and that dials up patriotism within many Americans. That patriotism gets fired up in some people when other currencies, like the Mexican Peso, are allowed to be used in place of the Dollar in the US.
Parallels exist between the English Language and the American Dollar. There are some Americans passionately opposed to the usage of the Spanish Language in the US.
That's my understanding of the issue.
Posted by: johnmoore (from Brand Autopsy) | July 11, 2007 at 11:16 AM
The promotional posters are making me hungry!
They are definatley doing the right job!
Posted by: Brandorama | August 24, 2007 at 05:10 AM