Within a single generation, Hispanic/Latino pizza has evolved from a jumble of Italian-American-Mexican pizza clichés, into a style of its own. Hispanic/Latino populations are rapidly increasing beyond the traditional West Coast, Southwest, East Coast and Florida areas and spilling out into non-traditional areas such as the South and Mid West. Just as the Italians did a hundred years ago, Latinos have forged ahead with their own brand of eateries north of the border. Traditional Latino venues, such as taco stands, burrito joints, cantinas, taquerias and panaderas, have exploded onto the mainstream food landscape and have become fixed within the American diners psyche. 

IF YOU CAN’T BEAT’UM…
The Latino trend has been steadily gaining steam for a number of years and it has the market share to prove it. Pizza operators took heed and turned the tide around; they recaptured market share by looking to the very thing that began the erosion: Latino food concepts. By combining elements from South-of-the-border cuisines and indigenous American styles such as Tex-Mex, Cal-Mex and Southwestern, a new style of pizza has been born: Latino Pizza.

WHAT IS LATINO PIZZA?
America has spawned numerous regional pizza styles and toppings. Classic New York and New Haven styles were still quite traditionally Italianate in concept, while Chicago pizza was the first American pizza concept designed by non-Italians for purely American tastes. California style pizza, which fostered the notion of: anything can go on pizza, pushed the envelope even further by utilizing fresh lively ingredients and inspired topping ideas that drew from a bevy of world cuisines and American dishes. Latino pizza represents a major movement whose roots can be traced back to traditional Italian and Californian pizza models, but whose own distinctive style and business model deserves its very own designation.

LATINO PIZZA REPRESENTS THE DIVERSITY OF HISPANIC/LATINO CULTURES
The Hispanic/Latino demographic represents a robust market that is set to experience substantial growth in the coming years. Consequently, the Latinization of pizza and the pizzeria can be seen as yet another major regional pizza style that has evolved as a result of changing population and tastes. Because the Hispanic/Latino population is so diverse, Mexican style pizza no longer fits as a universal designation for this style of pizza. Latino operators are following the footsteps of earlier immigrants, such as the Sicilians, Neapolitans and Romans of Italy, who contributed their own variations to Italian-American pizza. Similarly, Latino pizza draws upon a wide audience of Hispanic cultures and cuisines from Mexico, El Salvador, Peru, Chile, Brazil, Argentina, Cuba, Puerto Rico and more.

PIZZA HISTORY REPEATS ITSELF
The pizzeria archetype, as it evolved from the streets of 18th century Naples, was first and foremost a place of the people, where all social stratum; rich, poor, famous and notorious, were drawn to eat and drink. The art of the pizzaiolo was to be admired and devoured! The first New World pizzerias remained fairly true to the Neapolitan model, but after a couple of decades, the model changed to accommodate the evolving Italian-American tastes. Non-traditional Neapolitan toppings like meatballs, peppers, onions and olives, white clam, and pepperoni, differentiated American pizza from its Old World prototype. The pizzeria was evolving into the more full-service Pizza and Spaghetti Parlors that became so popular in the urban Italian-American neighborhoods, and later, with the American public at large.

EMERGING LATINO PIZZERIA AND PIZZA CHAINS
The new Latino pizzeria prototype has been steadily evolving over the last decade. Latino pizza franchises such as Pizza Patrón out of Texas, and La Pizza Loca, out of southern California have pioneered concepts and products that are geared to their market. Pizza Patrón, with over 100 units, features a Hispanic/Latino-friendly environment, which includes Latino background music. Customers are greeted in Spanish, all of the staff must be bi-lingual and the managers must actually live in the pizzeria’s neighborhood. Each unit is imbedded into a neighborhood whose population is at least 40 percent Hispanic within a three-mile radius. At Pizza Patrón, it’s not really about the pizza, which is actually quite traditional; it is about their grassroots approach. The people who work behind the counter relate to their customers on the cultural and community level. Most of the units are strictly take out with no frills, or eat-in areas. The inexpensive prices have remained frozen in time, and the only Latino style toppings on the menu are chorizo and jalapenos. Pizza Patrón’s personal touch and devotion to community is what sets it apart from the pack.

La Pizza Loca, a Latino franchise based in southern California is less demographically limited, with stores evenly distributed throughout the region. Despite having a menu that is slanted toward Latino tastes, La Pizza Loca has something to offer for everyone and appeals to a broader market. Known for their “Gigante” pizza, which at 32 slices, is the size of a full sheet pan, they also feature a pizza called “La Mexicana”. Their toppings lean towards Latino tastes with offerings such as, chorizo, pepperoni, ham, sausage, beef, carne asada, bacon, chicken, pineapple, jalapenos, mushrooms, green peppers, onions and olives. Other menu items include, fried chicken wings with ranch dressing and Mexican snacks like churritos (fried corn tortillas seasoned with chile and lime), churros (fried cinnamon scented sweet fritters dusted with sugar and sprinkled with lime) and loquitos (a spicy Latino version of breadsticks). La Pizza Loca is good example of how Latino pizza is set to evolve within mainstream American culture.

WHEN IT COMES TO INNOVATION, LOOK AT THE INDEPENDENTS FIRST
During my research for this article, I was not surprised to find that the interest in Mexican and Latino style pizzas lies firmly in the independent pizzeria camp. None of the top chains such as Pizza Hut, Domino’s, Papa John’s or Little Caesar’s, which have many locations within Latino communities, offer any Latino or Mexican inspired toppings. The first national chain to offer a Mexican inspired pizza was back in the eighties when California Pizza Kitchen came out with a Carne Asada Pizza featuring grilled strips of steak, mild green chile sauce, cilantro pesto, Mozzarella, Monterey Jack and fresh tomato salsa.

LATINO INGREDIENTS: READILY AVAILABLE, CONVENIENT & CONSISTENT
One of the reasons this type of pizza has been a favorite among independent operators is because they already carry many of the ingredients in their shop, and with little special additions, they can produce delicious Latino pizzas. Most distributors sell Latino products such as sauces, cheeses, meats and condiments, which are produced in the USA. With little or no esoteric, high cost ingredients, Latino pizzas are easy and inexpensive to produce.

SOME LIKE IT HOT
Latino pizza has become even more popular among mainstream consumers who are aficionados of spicy food. Americans are hooked on hot—the hotter the better. What started out as a trend; has developed into a full-scale passion for heat, spice and big bold flavors. That describes Latino-based pizza in a nutshell, no wonder these pies are so popular.

LATINO LITE
Many of these Latino themed pies are actually lighter and healthier than their Italian-American counterparts. Take the bold fresh flavors of green chile sauces, combine with fresh vegetables, grilled meats or seafood and plenty of fresh cilantro and citrus, and you’ve got a pizza that delivers lots of taste with much less calories and fat. Hot sauces and salsas add even more guiltless punch to a pie. The emphasis on light fresh ingredients attracts a sophisticated audience that wants the intense flavors without the heaviness.

SOMETHING FOR EVERYONE
Latin pizza runs the gamut, from thin crust, to medium thick, to pan pizza and deep dish pizza. The basic tomato and cheese pie gets a Mexican twist with the use of Mexican style tomato sauce and Queso for Mozzarella. Classic Chile Verde, Salsa Verde, Mexican Pesto, and even Mole work wonders on pizza. Tex-Mex versions include refried beans, and Southwestern types include fresh corn, while Cal-Mex is big on avocado and guacamole. Pizza geared to the Hispanic/Latino market usually comes with a side of shredded lettuce and wedges of lime. Many varieties can be turned into breakfast and brunch fare with the addition of eggs. Mexican pizza can be simple or complex, it can be offered in a Mom and Pop store and equally, in a white tablecloth, upscale place.