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119 Reasons Why We Love Dallas – No. 53

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photography by Billy Surface

Image
photography by Billy Surface


Because we’ll do anything to make a peso  


Antonio Swad, the founder and CEO of the locally based Pizza Patron chain, made Rush Limbaugh and other anti-immigration soldiers wreck their Dockers two years ago when he started accepting Mexican pesos at all of Pizza Patron’s 84 locations. But they missed the point. It wasn’t a political statement; it was a financial one. The influx of pesos didn’t directly make sales rise. But by solidifying Pizza Patron’s standing in the Latino community, which is the chain’s primary audience, the policy had the same effect. If someone can figure out how to turn a profit in this global economic crisis, he can accept Schrutebucks or Monopoly money for all we care.



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