Peso-accepting pizza chain receives death threats


What started out as a simple, friendly, multi-cultural marketing ploy has drawn the ire of pizza purists all across the nation, as a medium-sized pie chain has stepped right in the middle of the somewhat hostile immigrant debate.

Dallas-based Pizza Patron, which claims a 60% Hispanic customer base, last week announced that it would begin accepting Mexican pesos at its 59 restaurants. This seems fine enough: Texas-area Wal-Mart Stores Inc.'s (NYSE:WMT) and other businesses along the Rio Grande have been accepting the Mexican currency for years, while up north a similar arrangement exists with Canadian dollars. But Pizza Patron claims locations in Colorado, Arizona and Nevada -- which, last checked, is not exactly peso country -- would accept the foreign currency as well.

"This is the United States of America, not the United States of Mexico," one critical e-mail read. "Quit catering to the damn illegal Mexicans," demanded another.

Says Patricia Perez, a partner at Valencia, Perez & Echeveste in Los Angeles, "Right now there's a lot of anti-immigrant rhetoric going around that could make them a lightning rod."

Pizza Patron founder Antonio Swad (who, incidentally, is Italian/Lebanese) says the promotion will run through the end of February and then be re-evaluated. At which point they may, or may not, accept chocolate coins.

B. Brandon Barker is the author of Operation EMU

Reader Comments (Page 1 of 7)

Symbol Lookup
IndexesChangePrice
DJIA-89.2312,801.23
NASDAQ-23.352,903.88
S&P 500-9.311,342.64

Last updated: February 13, 2012: 02:28 AM

Hot Stocks

General Electric

18.875-0.255(-1.33)

Alcoa

10.29-0.35(-3.29)

Apple Inc

493.42+0.25(+0.05)

Google Inc 'A'

605.91-5.55(-0.91)

Bank of America

8.07-0.11(-1.34)

Wal-Mart Stores

61.90-0.06(-0.10)

Exxon Mobil Corp

83.80-1.08(-1.27)

Ford

12.44-0.25(-1.97)

Citigroup

32.925-0.735(-2.18)

IBM

192.42-0.71(-0.37)

Yahoo

16.14+0.14(+0.88)

Starbucks

48.82-0.38(-0.77)

Microsoft

30.495-0.275(-0.89)

Home Depot

45.33+0.06(+0.13)

DailyFinance Headlines

Benzinga Headlines

TheFlyOnTheWall.com Headlines

    BioHealth Investor Headlines

    WalletPop Headlines

    DailyFinance BlackBerry App

    My Portfolios

    Track your stocks here!

    Find out why more people track their portfolios on AOL Money & Finance then anywhere else.

    BloggingStocks Partners

    More from AOL Money & Finance

    BioHealth Investor Headlines

    Page Loaded in 1329118115900 ms.