Though executives at Pizza Patrón are pleased with the opportunity to simultaneously honor immigrants and have consumers sample their $4.99 large pizza, not everyone believes requiring Spanish is a good move. For instance, Peter Thomas, chairman of the Conservative Caucus, which lobbies for English to be the United States' spoken language, told USA Today that, "It seems to punish people who can't speak Spanish, and I resent that." He added, "In public areas, people should be speaking English, and that includes pizza parlors." At the other end of the spectrum is Hispanic Marketing Group president Marcela Gomez who also condemns the promotion. "Maybe they thought it was a cute thing to do, but I think its discrimination," said Gomez. "As an advertising agency, I would never recommend this to my client."

But Pizza Patrón's brand director, Andrew Gamm, is confident that this promotion hits the right note. Given that the chain's target market is Hispanics, Gamm said, "It makes perfect sense for us. We're trying to make our bond with the Hispanic community stronger."