President Patrick Doyle Of Domino’s Pizza Says Their Pizza Stunk
According to Domino’s Pizza’s latest TV commercial they think their pizza is pretty bad. The commercial features some feedback from clients stating “the crust tastes like cardboard” and “the sauce tastes like ketchup”. Ouch.
I have to agree, but does their target market really expect more for the money? After all they’ll give you two medium pizzas for like $5. They’ve been the low cost provider for decades. Do people really buy it for the quality? Or was it because Domino’s built their brand identity on speed of delivery?
Here is their new “Guarantee”:
“Domino’s new hand-tossed pizza has been reinvented from the crust up to be our best tasting pizza ever. Guaranteed. If you are not completely satisfied with your Domino’s pizza experience , we will make it right or refund your money”.
And they have a new website: http://www.pizzaturnaround.com/. And the Early Show on CBS Chimes in here.
What do you think kahunas? Good branding strategy or not?
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December 29th, 2009 at 12:17 pm
Via Facebook:
Hector A. Squiabro: I think it’s a good strategy on their part because the feedback they were getting was correct. Domino’s pizza is largely uninteresting and definitely unspectacular. There’s only two things that draw me towards their pizza: They deliver (even here in the VI) and you can get three pizzas for what it would cost you to get one at their competitors. If they can up the ante with taste I’ll buy from them more often.
December 29th, 2009 at 12:17 pm
Via Facebook:
Kristin Roberts: Good branding strategy maybe…but their pizza still sucks.
December 29th, 2009 at 12:18 pm
Via Facebook:
Michelle St Cyr Connelly: I live in a town with what seems like a zillion pizza places and I’m surprised Domino’s manages to stay in business.
December 29th, 2009 at 12:22 pm
I agree I’m not sure improving the taste will make much of a difference. Adults don’t typically order for themselves, they’ll get a local quality pizza somewhere else. But those same adults will feed it to their kids because kids eat anything. It’s fast and cheap, which is what the Domino’s brand really stands for.
Only time will tell if this new taste will increase revenue. I would think in the long term it won’t. People buy Domino’s for speed and price. Period. And who is to blame for that great brand identity? Domino’s. I stay stick to what you know and do it well.
p.s. You couldn’t pay me to eat a Domino’s Pizza, but then again I’m REALLY not their target market.
January 2nd, 2010 at 11:32 pm
I’m going to have to disagree with above comments. I’m a new yorker. Typically we say we have the best pizza anywhere. If nothing else, we do have a huge selection to choose from so most new yorkers have a pizza place that’s their favorite.
Mine was certainly NOT Domino’s….. until they changed their recipe.
The crust is now buttery and crunchy and flavorful, the sauce has a TON of flavor, the cheese is excellent. It’s super cheap, it’s available everywhere.
It’s amazing.
I’ve hated Domino’s forever. I’m 31. For 20 years I have avoided Domino’s like the plague.
Now I get it all the time, even when I have other NY-style pizza options all around me.
Just sayin
January 4th, 2010 at 4:34 pm
Fast and good don’t always go together. Hopefully they can do for their brand what rising crust did for frozen.
January 4th, 2010 at 6:31 pm
Even if you are not the target market, this new campaign is brilliant in that it is increasing brand awareness. There will be many people who give it a try – especially if the price is right. The true test will obviously be whether the consumer likes the new flavor of the pizza. But this could increase short term sales as people will be curious to try it.
February 6th, 2010 at 6:23 pm
How could improving a product be a bad thing to a brand? Before you have any brand image, you need a product to back it up.
Yes, Domino’s focus for years has been “speed” but that was when TV had much more power to reach their target market — college and high school kids — and when a “we’ll just hit you over the head with our name so you think of us when you’re hungry” tactic actually worked.
The younger generation is influenced by much more than an ad campaign. Their loyalty is to companies that invite them in behind the curtain and show that they have the cahonies to fix things that suck. And, don’t we all value that? If I ate pizza, I’d buy it.
June 30th, 2010 at 10:23 pm
i dont know which thing this will fall under but i write this on behalf of my neighbor who has been treated like a bum by this company several weeks ago he got a pizza for the local dominos pissa ate half a slice and had to quit the man is already disabled and after eating the pizza he had to go to the hospital va, and local hospital here in conway,s.c.both places said food poison i smelled the pizza and almost got sick from the smell it was rotten the people in the local pizza place has been very,very, rude to him now there is and it was one of these new best pizzas you have now i am going to write the editor of our local paper and tell them how for 3 weeks this friend has had it coming out both ends due to this great pizza i have seen how sick he has been he is a war vet,disabled, and has a 6 month old baby and i think it is bad a company realy doesent care what happens to the people who buy the product in good faith i will do all i can to let it be known how he has suffered being sick on this great new pizza
thank you very much
janice chandler