Pizza Chain That Markets To Mexicans Says New Promotion Isn’t Profane

By Shereen Matisol Meraji, Code Switch

Pizza Patrón is a Dallas-based chain that’s generated a lot of media buzz over the years for advertising aimed at its core customer base, Mexican immigrants. Its newest promotion uses a popular Mexican slang word that to some means “super cool,” while others find it super-offensive.

The chain is getting set to launch a limited time offer, later this month, for an extra-spicy pizza with jalapeño encrusted pepperoni, topped with even more jalapeño. They are calling it La Chingona.

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