Texas-based Pizza Patron's new pie is too spicy for radio, TV

Pizza Patrón on West Ave. in San Antonio. Pizza Patrón on West Ave. in San Antonio. Photo: Express-News File Photo Photo: Express-News File Photo Image 1 of / 12 Caption Close Texas-based Pizza Patron's new pie is too spicy for radio, TV 1 / 12 Back to Gallery

SAN ANTONIO — A Texas-based pizza chain is taking heat for their new pie's name that has been deemed too spicy for radio and television broadcast.

Commercials for Pizza Patrón's newest creation, “La Chingona,” which is a large pizza loaded with 90 jalapeño-stuffed pepperonis, has been refused or censored on radio stations around the state and country, including La Z and National Public Radio.

The Dallas-based pizza chain, which has stores in at least six other states, fired back this week on Facebook.

“Is it offensive to be Mexican?” wrote the chain, which typically markets to Spanish-speaking customers.

The term “chingon” has several interpretations in Spanish (or Spanglish) that can range based on location or groups. The slang version often is used to mean really cool, great or awesome. But the word also can be used as an expletive.

“Our new pizza seems to be causing a lot of challenges for news media outlets,” Andrew Gamm, brand director for Pizza Patrón, told Yahoo. “There is a great deal of misunderstanding surrounding the word 'Chingón' and how it is commonly used in today's culture, particularly among younger Mexicans. Although the term sounds similar to a common Mexican profanity, it is not intended to offend. On the contrary, it is a compliment of the highest order.”

The pizza is set to be launched March 31 and will cost $7.99 each.

La Z, a Spanish radio station that broadcasts in San Antonio, is airing the commercial but bleeping the pizza's name.

“(We) really don't have bright lines as to what we can and can't say so it becomes a local judgment call and we can certainly get fined if we err on the wrong side of the judgment,” Chase Rupe, the vice president of programming and operations at Emmis Communications, told KEYE-TV.

The pizza place has drawn headlines in the past for marketing ploys such as accepting pesos or offering a discount for customers who order in Spanish.