Pizza Patrón gets inside the Mexican pizza buyer’s head
16
January
I wrote about Pizza Patrón on VivirLatino a couple of weeks back, and asked the question:
They are targeting the U.S.’s fastest growing market and only that market. I’m not sure about what their menu features, so I am wondering if they are targeting some of the more particular “local tastes” of Mexicans, like putting ketchup, tabasco or worsterchire (a.k.a. “salsa inglesa”, or all of the above) on their pizzas.
Well, it wasn’t quite Worsterchire (I’m not a psychic after all) but close enough. The following article from PizzaMarketplace.com talks about Pizza Patrón’s introduction of Salsas Herdez — a staple in Mexican households — as condiments to their Latino-targeted pizzas.
All I can say is: SMART.
New Pizza Patron dipping sauces lean on popular Herdez brand
DALLAS — Pizza Patrón has introduced a three-flavor lineup of dipping sauces at its 52 locations.
According to a news release, the new sauces include Ranch, Spicy Ranch and Salsa Ranchera, and cost 50 cents each.
The Salsa Ranchera and Spicy Ranch are made using Herdez products, a well-known and widely respected brand in Mexico. Herdez salsa is the No. 1 brand of imported salsa consumed in the United States.
“At the heart of our brand is our desire to connect with the cultural values and hearts of our Latino customers in everything we do,” said Ernesto Hernandez, Pizza Patrón’s director of operations.
“Using Herdez is another small way for us to reinforce the commitment we have to our core customer.”