page_title: Pizza Patrón
section_title: Pizza por Pesos
hierarchical_section_title: Pizza Patrón / Brand Relaunch / Pizza por Pesos
caption_attribution_description: English: Pizza Patrón delivery carEspañol: Carro de entrega de Pizza Patrón
context_page_description: Pizza Patrón Inc. is a United States pizza chain headquartered in San Antonio, Texas. It was founded in 1986 by Antonio Swad and Bernadette Fiaschetti. Swad sold Pizza Patrón in 2016 to Charles Loflin, the new CEO. It was formerly headquartered in Dallas.
  Pizza Patrón operates locations in Arizona, California, Illinois, and Texas. Pizza Patrón withdrew operations in Colorado. The chain primarily opens locations in neighborhoods with a high proportion of Latino residents. In addition to the franchise's 100 locations across the southwest United States, 40 more are currently under development.
context_section_description: In January 2007, Pizza Patrón announced its new "Pizza por Pesos" policy which enabled the chain's customers to pay for pizzas with Mexican pesos for a limited time. Though the company was not the first to implement such a policy in the United States, the move came at a time of increasingly heated debate over illegal immigration in the United States and caused the chain's Dallas headquarters to receive complaints and death threats, even the Swad/Fiaschetti's household in Sunnyvale, Texas was threatened by the KKK for associating with Latinos . It also created publicity for the chain, garnering media attention from several outlets including Fox News, The Colbert Report, MSNBC, The Tonight Show and many more. After the first week of the promotion, one owner reported that customers had paid with about 15,000 Mexican pesos, equivalent to about US$1,400, at his two southern California locations, which accounted for roughly 20% of his profits.
  On May 3, 2007, the company reported that sales in the first three months of 2007 were up 35% compared to sales during the first three months of 2006.  The company attributed the strong growth in sales to publicity generated by news reports about the "Pizza for Pesos" campaign and said that its policy of accepting pesos, originally scheduled to last only until the end of April, was being made permanent.
caption: Pizza Patrón-branded vehicle
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