You’ve probably heard about the “Pizza for Pesos” deal available at a Dallas local pizza chain already through various other sources. However, I thought I’d add in my $0.02 worth, in the wake of a New York Times article on the subject today. It provides a little background that might serve as a reality check:
Mr. Swad, who is Italian-Lebanese and was born and raised in Columbus, Ohio, did not speak Spanish when he opened his first take-out pizzeria in Dallas in 1986. But he saw a business opportunity in the growing Latino minority in his neighborhood, and the way his customers struggled to order in English.
A year later he changed the name from Pizza Pizza to Pizza Patrón, hired bilingual staff members and added items like La Mexicana, a pizza that includes spicy chorizo sausage and jalapeños.
Pizza Patrón became a franchise in 2003, and same-store sales were up more than 34 percent in the most recent quarter compared with last year, Mr. Swad said.
From 10 to 15 percent of business at his five Dallas pizzerias has been in pesos, he said. Despite the criticism, he said he would continue the promotion until the end of February as planned.
While I realize that the idea of a business in the U.S. accepting pesos is a sensitive subject in light of the ongoing immigration debate, the fact of the matter is that the chain’s owner saw a business opportunity, capitalized on it, and with this promotion is seeking to expand it a bit.
If he makes money through increased patronage and perhaps a little through the exchange rates, great. That’s capitalism at work. How can business and profit be unamerican?
Some may argue that this only furthers a “problem” with immigrants to the country failing to learn English. While I agree with the idea that folks settling in the States ought to develop an ability to at least get by in English, I also have no problem with folks wanting to speak other languages on their own…or with businesses catering to those interests when a market opportunity is perceived.
Freedom of speech is also allegedly an American value.
Now, one other thing I can’t help but wonder — how many folks who complain about “pizzas for pesos” have taken advantage of some Mexican, Canadian, or Carribbean merchants’ willingness to accept U.S. dollars rather than the local currency?
1 response so far ↓
1 Mike The Actuary’s Musings » Meanwhile, Down on the Border // 15 Jan 2007 at 10:16 pm
[...] While some folks are up in arms over “Pizza for Pesos”, one hurdle to building the Great Fence of Arizona has been bypassed. As seen in the AJC: Homeland Security Secretary Michael Chertoff has waived environmental rules to clear the way for a border fence to be constructed along the Mexican border. [...]