Pizza Patrón Selects Richards/Lerma as Creative Agency of Record

Brand Sought a Disruptive Agency Partner to Support New Products and Offers

March 03, 2014 // // DALLAS – Dallas-based ad agency Richards/Lerma has been selected as creative agency of record by Pizza Patrón. The relationship will have the agency assisting in traditional, digital, social media and public relations programs for the Mexican centric pizza chain as well as some creative input on naming and product development work.

Pizza Patrón, founded in Dallas in 1986, is known for its value priced quality pizza offerings. However the brand’s non-traditional approach to marketing their products have led them to make national news. In 2007, the disruptive brand launched its PIZZA POR PESOS® program and began accepting pesos as a form of payment at their takeout restaurants drawing accolades and criticism. Most recently, Pizza Patrón garnered national news coverage during their free pizza promotion PIZZA POR FAVOR™ that offered free pizza to those visiting the restaurants and ordering in Spanish.

"Pizza Patrón will always be faithful to who we are and we will never apologize for our brand focus. We stand for something that goes beyond the products we offer, that’s why we are willing to take risks to stand behind the values of our core customers," said Andrew Gamm, brand director for Pizza Patrón.

Edgar Padilla, corporate marketing manager for Pizza Patrón, said the brand is not only known for its outside-the-box marketing ideas, but also for its amazing Mexican-centric pizza offerings.

"Breaking through these days is hard, especially for smaller brands competing against category giants. This is why we decided to move forward with Richards/Lerma. They understand what it takes to break through and disrupt. They work with some of the largest brands in the country but also with category mavericks such as MetroPCS, so they grasp accountable creativity," said Padilla.

Aldo Quevedo, Creative Group Head and Principal at Richards/Lerma said "We couldn’t be happier with Pizza Patrón’s decision. The greatest news an agency can hear isn’t necessarily that you’ve been selected, but rather it’s that you’ve been selected by a brand that wants to do great work and sees the value in that for the bottom line. Everyone will soon be hearing about Pizza Patrón’s latest offering."

"People in the know understand that Aldo Quevedo and his creative vision can really help a brand make some noise. From a marketing and advertising perspective, these guys share our values," added Gamm.

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 –
Facebook –
Twitter –

About Richards/Lerma

Richards/Lerma is a full-service branding and creative agency dedicated to crafting insightful and relevant communications for the Hispanic market. Based in Dallas, Richards/Lerma was founded by Pete Lerma and Stan Richards, creative director of the nation’s largest independent branding agency, The Richards Group. Current clients include Advance Auto Parts, MetroPCS, Fram, Prestone, Autolite, The Home Depot and Ram Trucks. Richards/Lerma can be found online at and on Twitter at @richardslerma.

SOURCE Pizza Patrón


Sandy Bell
O: 972-800-1745


Social Reach:

Viewer Response:

comments powered by Disqus

Pizza Patron »

Since 1986, Pizza Patrón has been committed to making its promise of "Más Pizza.


  1. Business Overview
  2. Franchise News

Franchise News Room »

News By Industry »

Hot Opportunities

Batteries Plus Bulbs Franchise Opportunity

Batteries Plus Bulbs
Whether you're an existing multi-unit operator with a non-competing brand...

Kids 'R' Kids Franchise Opportunity

Kids 'R' Kids
Kids 'R' Kids Learning Academies is a pioneer in the early childhood...

Nestle Toll House Cafe by Chip Franchise Opportunity

Nestle Toll House Cafe by Chip
Nestlé Toll House Café by Chip is the only major, national dessert café...

Kitchen Solvers Franchise Opportunity

Kitchen Solvers
As a Kitchen Solvers franchisee you will not need any prior remodeling or...

Taco Bueno Franchise Opportunity

Taco Bueno
At Taco Bueno, we continue to make Tex-Mex the right way. We prepare our...

Blue Coast Burrito Franchise Opportunity

Blue Coast Burrito
Bring a healthy alternative to traditional fast food to your location with...

Earl of Sandwich Franchise Opportunity

Earl of Sandwich
Earl of Sandwich is a café franchise that was founded in 1762 by John...

El Pollo Loco Franchise Opportunity

El Pollo Loco
The secret to El Pollo Loco is great-tasting food. Our menu has a broad...

A Franchise Update Media Group Production
Franchise Update Media | P.O. Box 20547 // San Jose, CA 95160 // PH. (408) 402-5681
Copyright © 2001 - 2016. All Rights Reserved. Site Hosting Provided By: wishVPS on FUMG3

In Loving Memory Of Timothy Gardner (1987-2014)