A Dallas-based national pizza restaurant chain, which in 2007 caused an uproar for allowing customers to use Mexican pesos to make purchases, has another controversial promotion on its hands.

On June 5, from 5 to 8 p.m., anyone ordering in Spanish gets a free pepperoni pizza in the “Pizza Por Favor” campaign.

But FoxNews.com and other media outlets report the marketing move is sparking some controversy:

Marcela Gomez, president of Hispanic Marketing Group, a Latino marketing firm in Nashville, told USA Today that “maybe they thought it was a cute thing to do, but I think it’s discrimination.” She added that she would not encourage any of her clients to use such a promotion. In a press release announcing the promotion, which has been dubbed “Pizza Por Favor,” the company said the pizza promo is an effort to promote the “positive force of change immigrants have made in communities throughout America.” The initiative is also a way for Pizza Patron to generate buzz for itself, Andrew Gamm, brand director for the company, said. … He expects to give away some 80,000 pies on the day of the promo throughout the 100 nationwide locations.

Channel 11 in Atlanta reports that it can be: “broken Spanish. It can be first-time Spanish. But it has to be Spanish.”