May 24, 2012
Pizza Promotion Creates Controversy (Controversia)
Saying "please" is understood as a basic courtesy when asking for something in the U.S., but evidently using the Spanish equivalent, "por favor," is enough to bring condemnation and even threats of physical violence. At least that appears to be the case with Pizza Patrón, a 104-restaurant takeout chain that has run a promotion offering customers a free, large pepperoni pizza on the evening of June 5 simply by placing their order in Spanish (Pizza por favor).
Andrew Gamm, brand director for Pizza Patrón, said the promotion was meant to be light-hearted and, while it was primarily intended for the chain’s overwhelmingly Hispanic customer base (70 percent Spanish-speaking), it was open to all.
"If you don’t speak Spanish, come on in. We’ll give you the phrase and make sure everyone that shows up walks away with a pizza," Mr. Gamm told ABC News.
Posts on the company’s Facebook page were overwhelmingly positive, but negative comments were also included. One critic wrote, "No thank you for your racist promotion … the native language in the USA is English … I will never order food from you again."
A number of supporters of the promotion pointed out that neither of the words in the company name were of English origin. Most took issue with charges of racism.
"All you have to say is pizza por favor. It’s not like they are asking you to recite the Mexican pledge of allegiance," wrote one person on Facebook.
BrainTrust
Recent Discussions
Discussion Questions
Discussion Questions: Is Pizza Patrón guilty of a discriminatory or racist campaign as some suggest? Should the chain have handled the “Pizza Por Favor” promotion differently, even though 70 percent of its customer base is made up of Spanish speakers?
Poll
There will be a lunatic fringe on almost any topic. As Abe Lincoln said, you cannot please all of the people all of the time. There is nothing wrong with this promotion. If someone takes offense to it, they don’t have to participate.
Everyone should lighten up, order the pizza, and enjoy it.
I love the campaign. It may have turned a few people off but it has turned more people on. The press has turn this into a real win. I bet almost every person in their market area knows who they are.
I wonder who would have complained if you had to order the pizza in Italian.
Of course this isn’t discriminatory or racist — it’s a small pizza chain having a fun promotion. But, in these “us vs. them” times, it’s easy to cause offense. Every retailer has to consider who could possibly take offense to each promotion they run, consider how offended they are likely to be, and figure out how much they matter.
This offer is neither discriminatory or racist, anymore than is a celebration of Cinco de Mayo, St. Patrick’s Day, St. Joseph’s Day, Kwanzaa, Chanukah, Christmas, or other days/events of family, fun, community, etc.
If a couple of disgruntled “former” customers are taking a political bent on this one, along immigration issues, ignore them. Instead, take a social media approach of some of the positive things that Pizza Patrón does in the Anglo community. Show Hispanic and Anglo students/families interacting over the joy of food and conversation.
Pizza Patrón, like most retailers, are likely interested in expanding their ethnic client base. No apology is needed from them on this issue. Keep it positive.
I think they deserve some backlash. Having to order in “Spanish” sounds like they were making some kind of political statement. A slight alteration would have made this totally apolitical … have to order in Italian (it’s pizza after all…) or celebrate your background and order in any language you want (French, Hebrew, Spanish, etc.)
There are people patrolling the internet with strong emotions looking for outlets to unleash them. Doesn’t really matter if the situation fits or that the reaction be proportional. That is part of life in the internet age.
I am with Dr. Needel on this one….
Count me with Dr.Needel on this one.
Pizza Patrón are saying they’re running a promotion, and to take advantage of it, instead of using coupons (that would be printed in thousands and thousands), you just have to say “Por favor.” It’s not a Spanish insult, and doesn’t sound like an English one. How can people be so outraged, when their native language (English) is known for absorbing words from other languages more than any other language has ever done?
Seen from this side of the pond, the whole controversy is bringing memories of the French/Freedom Fries political statement. Well, I’m sure Pizza Patrón, with that campaign, aren’t asking people’s support to attack and conquer Iraq — they want to give you a pepperoni pizza for free. Lighten up, por favor.
While I do not think Pizza Patrón was intending to be racist, Hispanic marketers need to be aware of the pitfalls of Spanish-only promotions. Our experience is that even when targeting Hispanics, you must use both Spanish and English in promo materials, signage, and anything the consumer sees. Most all materials reach non-Hispanics and even some Hispanics prefer English, so being sensitive to that is key.
Pizza Patrón took it one step too far by making Spanish a requirement. It is great to celebrate our language, but risky if it is appears exclusionary. An honest mistake, but certainly a “teachable moment.”
Sounds to me like the only racist ideas here are from the backlash. Wise up, critics! You have handed Pizza Patrón a windfall of publicity.
To the backlashers out there: lighten up. It’s only pizza.
“Oh, good grief!”
–Charlie Brown
Welcome to the reality of our Multicultural America and 21st Century marketing! Fasten your seatbelts ’cause you ain’t seen nothin’ yet!….
I checked the calendar. Nope, it’s not April 1st.
Is “Pizza Pizza” racist or discriminatory? Help me out here. I don’t get it. I suppose what I might say to the supposed customer on Facebook is that some customers just aren’t worth having.
Sounds like fun in Dallas!
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There will be a lunatic fringe on almost any topic. As Abe Lincoln said, you cannot please all of the people all of the time. There is nothing wrong with this promotion. If someone takes offense to it, they don’t have to participate.
Everyone should lighten up, order the pizza, and enjoy it.
I love the campaign. It may have turned a few people off but it has turned more people on. The press has turn this into a real win. I bet almost every person in their market area knows who they are.
I wonder who would have complained if you had to order the pizza in Italian.
Of course this isn’t discriminatory or racist — it’s a small pizza chain having a fun promotion. But, in these “us vs. them” times, it’s easy to cause offense. Every retailer has to consider who could possibly take offense to each promotion they run, consider how offended they are likely to be, and figure out how much they matter.
This offer is neither discriminatory or racist, anymore than is a celebration of Cinco de Mayo, St. Patrick’s Day, St. Joseph’s Day, Kwanzaa, Chanukah, Christmas, or other days/events of family, fun, community, etc.
If a couple of disgruntled “former” customers are taking a political bent on this one, along immigration issues, ignore them. Instead, take a social media approach of some of the positive things that Pizza Patrón does in the Anglo community. Show Hispanic and Anglo students/families interacting over the joy of food and conversation.
Pizza Patrón, like most retailers, are likely interested in expanding their ethnic client base. No apology is needed from them on this issue. Keep it positive.
I think they deserve some backlash. Having to order in “Spanish” sounds like they were making some kind of political statement. A slight alteration would have made this totally apolitical … have to order in Italian (it’s pizza after all…) or celebrate your background and order in any language you want (French, Hebrew, Spanish, etc.)
There are people patrolling the internet with strong emotions looking for outlets to unleash them. Doesn’t really matter if the situation fits or that the reaction be proportional. That is part of life in the internet age.
I am with Dr. Needel on this one….
Count me with Dr.Needel on this one.
Pizza Patrón are saying they’re running a promotion, and to take advantage of it, instead of using coupons (that would be printed in thousands and thousands), you just have to say “Por favor.” It’s not a Spanish insult, and doesn’t sound like an English one. How can people be so outraged, when their native language (English) is known for absorbing words from other languages more than any other language has ever done?
Seen from this side of the pond, the whole controversy is bringing memories of the French/Freedom Fries political statement. Well, I’m sure Pizza Patrón, with that campaign, aren’t asking people’s support to attack and conquer Iraq — they want to give you a pepperoni pizza for free. Lighten up, por favor.
While I do not think Pizza Patrón was intending to be racist, Hispanic marketers need to be aware of the pitfalls of Spanish-only promotions. Our experience is that even when targeting Hispanics, you must use both Spanish and English in promo materials, signage, and anything the consumer sees. Most all materials reach non-Hispanics and even some Hispanics prefer English, so being sensitive to that is key.
Pizza Patrón took it one step too far by making Spanish a requirement. It is great to celebrate our language, but risky if it is appears exclusionary. An honest mistake, but certainly a “teachable moment.”
Sounds to me like the only racist ideas here are from the backlash. Wise up, critics! You have handed Pizza Patrón a windfall of publicity.
To the backlashers out there: lighten up. It’s only pizza.
“Oh, good grief!”
–Charlie Brown
Welcome to the reality of our Multicultural America and 21st Century marketing! Fasten your seatbelts ’cause you ain’t seen nothin’ yet!….
I checked the calendar. Nope, it’s not April 1st.
Is “Pizza Pizza” racist or discriminatory? Help me out here. I don’t get it. I suppose what I might say to the supposed customer on Facebook is that some customers just aren’t worth having.
Sounds like fun in Dallas!