Pizza PatronIs it a clever marketing ploy, or is it discrimination?

Pizza Patron, the chain that raised eyebrows in 2007 for accepting Mexican currency, is once again stirring up a firestorm of controversy.

This time the pizza chain is offering free pizza to anyone who orders in Spanish.

The Dallas-based pizza chain will be offering free pizza on June 5 from 5:00 p.m. to 8:00 p.m. to anyone who places their order in Spanish.

The promotion was announced in a company press release as a way to honor the “positive force of change immigrants have made in communities throughout America.”

The company is calling the promotion Pizza Por Favor.

Some are slamming the deal, as immigration remains a hot button in the country.

“It seems to punish people who can’t speak Spanish, and I resent that,” says Peter Thomas, chairman of the Conservative Caucus. “In public areas, people should be speaking English, and that includes pizza parlors.”

Even some within the Latino community aren’t too pleased with the deal.

“Maybe they thought it was a cute thing to do, but I think it’s discrimination,” says Marcela Gomez, president of Hispanic Marketing Group in Nashville.

Pizza Patron has over 100 locations nationwide.

What do you think? Is it a great marketing idea, or is it discrimination?

More in the video below.