First it was 'pesos for pizza,' now a Texas-based chain is again causing controversy by encouraging customers to order in Spanish for a free pie next month.
Some call it a slap in the face to Americans, but Pizza Patron's Andrew Gamm disagrees.
"The Pizza Patron brand focuses on serving the Hispanic demographic, so we thought this was a perfect fit for us," says Gamm. "We're an entrepreneurial company, and small companies like us competing against the big guys have to find unique ways to separate ourselves from them."
Curtis Collier at U.S. Border Watch agrees the promotion may be good business, but still calls it unnecessary.
"They are primarily located in Hispanic areas, so they would have that business anyway," says Collier. "So they don't have to go out of their way to insult the English speaking people of this country."
Former Houston teacher turned politician Ann Witt says Hispanics for some reason feel they don't need to learn our official language.
"All the nationalities that come to this country, what each one of those groups of people, each one of us have done is learn the English language," says Witt. "It's what unites us as a country."
Despite death threats at some locations around Texas, Pizza Patron plans to move forward with its June 5 promotion, and offer two similar promotions later this summer.