A Texas-based pizza chain, Pizza Patron, is now accepting pesos at all of their 59 nationwide locations. Many of the stores, particularly those in Texas (others are in California, Nevada, Arizona and Colorado) are located in primarily Latino neighborhoods and, according to the director of restaurant operations for the company, "many of [the] customers travel back and forth to Mexico regularly, and sometimes they end up with pesos left over... [so] now we also welcome the currency of our homeland. We want to make Pizza Patron a better choice for our customers than any of our competitors." The program is a trial one that will last from now until at least the end of February, although it could be extended if it is met with a positive reaction from the customer base.
Even though it has only been in place for a week, the plan has not met with a warm reception. The company has received "hundreds of e-mails," most of them critical. The fact that 10% of sales this week in the chain's five primary stores were in pesos, however, is probably enough to keep the plan in action for another few weeks.
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