2 posts categorized "Branding"

7 Reasons Why the Pizza Patrón “Picza Por Favor” Campaign Will Be a Huge Success

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May 4, 2012
By Juan Tornoe

  1. Most of their customers have actually been ordering in Spanish all along.
  2. At the very least English-speakers learned to say “por favor” during those 4 years of High School Spanish Classes. Now it’s time to get their money’s worth for all their hard work, all $5.00 worth of it.
  3. Most English-speakers who have visited Latin America have had to learn the basic survival Spanish phrase: “Una Cerveza Por Favor.”
  4. If someone is able to say “Yo quiero Taco Bell” or “Hasta la vista, Baby,” then they will be able to pull this one off as well.
  5. Because people are NOT speaking in English either when they order BibimBap, Pho Tai, Baba Ganoush, Tacos, Enchiladas, Salsa or Tortillas.
  6. The campaign is geared towards Spanish-dominant Latinos, Latino-philes and cheapskates; so most of those “boycotting” Pizza Patrón were not even targeted to begin with.
  7. You don’t want to order in Spanish? No problem; just pay the $5 for your Pepperoni Pizza, no one is stopping you.

In case you've been living under a rock lately, here's some background on this:

Pizza Patrón has launched campaign that has sparked controversy because it encourages the public to place their orders in Spanish. The "Ordena en español y llévate gratis una pizza grande de pepperoni" (Order in Spanish and get a large pepperoni pizza free) campaign, will run from 5:00-8:00 p.m. on June 5. Pizza Patrón plans to give away 80,000 pies during the three-hour window of the promotion. Free pizzas are limited to one per customer while supplies last. Despite the fact that the campaign ads explicitly state how to order a pizza in Spanish using the phrase "Pizza, por favor" (Pizza, please), for some of those who are not Spanish-speakers, the promotion appears to be politically incorrect. Around 70 percent of Pizza Patron's customers are Hispanic and the majority of the chain's 104 stores are located in areas with heavy concentrations of Latinos. From the beginning, the brand has been recognized for its 'fresh-dough' pizza, its low prices and its trademark "friendly, bicultural service."

Pizza Patrón’s brand manager, explains,“If you don’t speak Spanish, come on in. We’ll give you the phrase and make sure everyone that shows up walks away with a pizza.”  Anyone can say, 'por favor.' Some individuals are boycotting the eatery over the promotion. Some people say that now that they have to speak Spanish they don't want anything from Pizza Patrón, even thought neither of the words in the company name were of English origin.

Is Harley-Davidson Capitalizing on the Latino Opportunity?

Where are the HispaHOGs?

By Juan Tornoe

According to the experts Harley-Davidson, company-wise, is “one of the most ethnically diverse organizations.”

Harley2 Unfortunately at the consumer level they are not a mirror of the diverse composition of this Nation. In 2004 the company sold 375,000 bikes, an estimated 3.4 percent, or roughly 12,700 units, where bought by Latinos. A percentage way below the actual size of the Hispanic market in the U.S. According to a company press release from July 17, 2008 it is estimated that they will ship anywhere between 303,500 and 307,500 Harleys this year. If the percentages remained the same (which I certainly hope not) there will be approximately 10,400 units bought by Latinos. To keep up with the country’s demographic composition, Latinos should be buying some 45,750 bikes, or 15% of the grand total, give or take a couple percentage points.

So why aren’t more Latinos becoming Harley enthusiasts?

Even though at the dealer level Hispanic buyers have been described as younger (in their mid-20s to early 30’s), affluent, bilingual, successful in whatever line of work they have pursued, and that they “trick out” their bikes more than white bikers do, corporately Harley-Davidson apparently has not capitalized on these insights. These new HOGs, might be vital to the company’s endurance and an optimal replacement to the long-established White-Anglo-Saxon Baby Boomers who, let’s face it, are not getting any younger.

Although historically Harley has “tended to regard ethnicity as irrelevant” and viewed their customers as a demographic in their own right, I believe it is perfect time to redefine or actualize their point of view, which can be done without stepping too far away from the current aura that surrounds the ultimate American bike.

By their initiatives highlighted on the media, it seems they are trying to appeal to the Latino equivalent of their current buyer. But according to the previous description, there are evident differences between these two groups. Do they want to attract Hispanic Boomers or are they ready to reach out to a younger, vibrant, upwardly mobile, bilingual (or English dominant), 2nd or 3rd generation Latino? If they want the fastest growing segment of the Hispanic community to embrace them, they need to consciously begin to understand their culture, values, and way of life, as well as the overall new general market, which is more and more influenced by Latinos. There has to be some elements intertwined within their messaging that directly capture the attention and imagination of their new customers… From their National advertising campaign both conceptually as well as in media choices, to the events they sponsor and how they reach out at the local level. I consider that many of the things they are doing right now, like the recent sponsorship of the Latin American Motorcycle Association’s - LAMA - National Rally (association with 22 chapters and more than 2,500 members in the U.S.) are good short term actions, but there needs to be a well-structured long term strategic plan to capture the hearts and minds of those Hispanics who are yet to realize that a Harley-Davidson is the perfect extension and expression of their lifestyle.