Pizza Patrón Is Crying Censorship After its La Chingona Pizza Ads Were Shunned by Radio

Keep Dallas Observer Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Dallas and help keep the future of Dallas Observer free.

Pizza Patrón has burned a few more crusts of late. The Dallas-based pizza chain hit a nerve in the nationwide immigration debate with its ongoing pizza-for-pesos program, and grated cotija on the wound by offering free pizza to those who ordered in Spanish, has pissed of puritans from both side of the border with its upcoming radio advertisement campaign.

Patrón's new promotional pizza, dubbed La Chingona, packs a lot of spice, with 90 slices of jalapeño-stuffed pepperoni plus extra pickled jalapeños. But while the heat will certainly offend those with a weak constitution, it's the name that doesn't sit well with some Spanish speakers. The verb that chingona derives from is equivalent to the grandaddy of all swear words, and it's used so many times throughout the ad that CBS and Univision have refused to run it.

La Chingona is in fact so offensive to some that NPR won't run a story about Patrón's plight on the radio, opting to keep their La Chingona coverage on the untamable Internet. You almost have to ask yourself of Pizza Patrón: What the fuck were they thinking?

Not so fast, says Pizza Patrón. "La Chingona," as used in these ads, is the epitome of awesomeness. Someone with la chingona can clap with one hand, subdue rattlesnakes and live with his mother-in-law. Someone with la chingona is badass.

Patrón has placed a banner on its website claiming it's been unfairly censored, and that the networks that cast off the ad regularly play songs and talk-show programing that are much more offensive. They also want you to know that La Chingona is available for a limited time only, and that the pizza has a recommended price of $7.99 -- a puta bargain if I've ever seen one.

Keep the Dallas Observer Free... Since we started the Dallas Observer, it has been defined as the free, independent voice of Dallas, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Dallas with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.


Join the Observer community and help support independent local journalism in Dallas.


Join the Observer community and help support independent local journalism in Dallas.