VivirLatino

I’ve written before about how a relatively little-known pizza chain called Pizza Patrón is doing an amazing job catering to Spanish-speaking customers, mainly recent immigrants from Mexico, by tailoring their marketing — and their menu — to the tastes of that community. In another smart and surprising move, the chain has announced that they will be accepting Mexican pesos at their stores:

Starting Monday, patrons of the Dallas-based Pizza Patrón chain, which caters heavily to Latinos, will be able to purchase American pizzas with Mexican pesos.

Restaurant experts and economists said they knew of no other food chain with locations so far from the Mexican border offering such a service.

“We’re trying to reach out to our core customer,” Antonio Swad, president of Pizza Patrón Inc., said Friday.

“We know they come back [from Mexico] and have pesos left over. We want to be a convenient place for them to spend their pesos.”

Read more…