ANGELES CITY ? A restaurant that has been selling Filipiniana pizza flavors in this former American base town since 1973 is honoring modern-day heroes by treating them to lower-priced goods.

The 10-percent slash on the bill comes automatic ? no questions asked, no showing of coupons, but only identification cards required ? for teachers, government employees, overseas Filipino workers, soldiers, firefighters and policemen.

The campaign, dubbed ?Promoting Patriotism, One Pizza at a Time,? lasts until June 12, 2010.

?You can say we?re putting our money where our mouth is,? said Marc Nepomuceno, owner of Armando?s Pizza, in explaining why the homegrown pizzeria went beyond displaying the Philippine flag on Independence Day.

The year-round drive goes with such teasers as, ?Titser ka ba? Marangal at tapat maglingkod sa bayan? Dahil saludo kami sa ?yo, automatic, may 10-percent discount ka sa Armando?s Pizza [Are you a teacher who has integrity and serves the nation faithfully? Because we salute you, you have an automatic 10-percent discount at Armando?s Pizza].?

They should be honored for their honesty, service, and love of country, Nepomuceno said.

?Call it a gift, our small token of appreciation to all the modern-day heroes out there,? said Nepomuceno, who is also president of the Metro Angeles Chamber of Commerce and Industry.

Nepomuceno calls them modern versions of national heroes Dr. Jose Rizal, Andres Bonfacio and Apolinario Mabini.

The tribute is not limited to those in Pampanga or in Central Luzon.

?We may not be a global pizza brand. In fact, we?re not even really national in scope. But it doesn?t mean we can?t launch a nationwide campaign on a shoestring, especially one that is dedicated to every Pinoy bagong bayani wherever one may be,? Nepomuceno said.

There?s another message in the campaign. Pinoy brands, however small, can take care of their own even in times of recession.

?You do not always need little bags containing half a million pesos to make a good campaign work. Sometimes, you just need to be sincere,? Nepomuceno said.

The pizzeria, named after his father Armando, is also known for placing its pizzas on bilao (round bamboo trays) since 1982 as a way of reducing reliance on environmentally harmful packaging materials.

With the discounts and a bilao for reuse, customers can enjoy choices from out of 15 flavors.

The place, the Nepomucenos? old grain depot, or camalig, gives an Old World ambiance as well.