The E-Sylum:  Volume 10, Number 17, April 29, 2007, Article 21

PIZZA PATRÓN'S PESO POLICY PAYS 

An article in the May 2007 issue of Inc. Magazine follows up on the 
recent controversy trigged by a Dallas, TX pizza chain's decision to 
accept Mexican pesos in payment.

"If you've heard of Pizza Patrón, it's probably because of the brouhaha 
that erupted in January after the company announced plans to accept 
Mexican pesos in addition to dollars at its 63 locations. The franchised 
chain, which is based in Dallas and operates in five western states, 
received more than 3,000 protest e-mails and even a few death threats. 
But what may be more interesting than the controversy is the fact that 
the program was easy to implement and had some unexpected benefits.

"Founder Antonio Swad devised the pesos promotion in order to bump up 
sales during a traditionally slow period. Since 65 percent of his 
customers are Latino, Swad hoped the promotion would appeal to customers 
who returned from Christmas trips home to Mexico with a few leftover 
pesos in their wallets. "We're trying to extend a hand to our customers," 
he says.

"After local papers reported on the promotion, everyone from NPR to Fox 
News called to ask about it. Swad estimates that he agreed to 250 
interviews in all, many tying it to the issue of illegal immigration. 

"Swad says he never meant to get caught up in the immigration debate, but 
he enjoys Pizza Patrón's higher profile. Sales are up, too. Pesos now 
account for between 5 to 10 percent of sales... As a result, the company 
decided in March to accept pesos on a permanent basis."

To read the complete article, see: Full Story

  Wayne Homren, Editor

	coinbooks.org Web

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