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SYS-CON MEDIA Authors: Carmen Gonzalez, Liz McMillan, Esmeralda Swartz, Hovhannes Avoyan, Elizabeth White

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Pizza Patron(R) Challenges Customers to Pass the Ancient Aztec Ritual of La Ch!#gona

Chain Sponsors In-Store Events Nationwide on April 5th, 11 a.m. to Midnight

DALLAS, TX -- (Marketwired) -- 04/03/14 -- In honor of Pizza Patron's new and controversial LTO product launch, the La Ch!#gona pizza, the brand is promoting a one-day inaugural event. On Saturday, April 5th from 11am to midnight, every customer that visits a participating location and passes the "Legendary and Ancient Aztec Ritual of La Ch!#gona," will receive a large La Ch!#gona pizza at 50 percent off the regular price of $7.99.

"The Aztecs are known for being tough warriors, and this challenge should be doable for our customers, men and women, who are true Chingones," said Andrew Gamm, brand director for Pizza Patrón. "I don't want to give anything away; customers must visit a store in person to discover the details of the ritual."

Despite fiery debate nationwide over the pizza's name and Pizza Patron's assertion that it has the right to use every day Mexican slang that is no big deal to its core customer base, the company has forged ahead with the La Ch!#gona pizza launch and has experienced a notable increase in store traffic weeks before the product launch on March 31st.

"Customers have been coming in and asking for the pizza by name as soon as the news of the controversy began to circulate," said Gamm. "We knew then that our offering, that not only packs heat but is amazingly tasty, would be a winner with spicy food lovers that are always up for challenge to prove they are ch!#gón enough."

The company continues to ask "Are you ch!#gón enough?" and "Do you dare come in to take on the Legendary and Ancient Aztec Ritual of La Ch!#gona on April 5th?"

The company's new LTO is a large, hand-tossed style pizza made with fresh-dough and 100% mozzarella cheese. It features 5.5 oz. (approximately 90 slices) of proprietary jalapeño stuffed pepperonis and is topped off with a load of fresh, diced jalapeños. Available for a limited time only, the pizza has a recommended price of $7.99. Prices and availability may vary by market.

About Pizza Patrón
Since 1986, Pizza Patrón has been committed to making its promise of "Más Pizza. Menos Dinero.®" a reality for every customer. From the beginning, the brand has been recognized for its 'fresh-dough' pizza, its low prices and its trademark "friendly, bicultural service." In 2007, the company drew international media attention with its PIZZA POR PESOS® program when it began accepting Mexican Pesos at all of its restaurants. In 2012, the company's PIZZA POR FAVOR™ promotion that gave free pizzas to anyone who ordered in Spanish sparked international news coverage and lively debate throughout the U.S. Today, Pizza Patrón is the leading Mexican pizza brand in the U.S. and remains dedicated to bringing its unique experience to life with every pizza made, and in every community it serves.

Website - www.pizzapatron.com
Facebook - http://www.facebook.com/pizzapatron
Twitter - http://www.twitter.com/pizzapatron

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