Dominos Pizza Makes An Honest Pie

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Okay, so the internet is an ever expanding medium and the importance of internet marketing is growing by the day, but T.V. is still the king of the hill in consumer advertising. Has anyone caught the latest Domino’s commercial? Their new ad unveils a new marketing strategy that seems honest and refreshing.Domino’s pizza had a growing reputation for being easyon the wallet (i.e. their bailout campaign), but unfortunately, they were also known for having a bad tasting, acid inducing pizza. Well, great news! They “got the memo.”

In their new TV ads, they bring to light the hurtful comments made by focus groups after tasting their pizza, which is a clever segue to introduce their new and improved pizza by adding better ingredients. It was a rare mea culpa moment in TV commercials where the advertiser faces up to its shortcomings and demonstrates the willingness to listen to their consumers and make changes to improve their product, their image and ultimately their bottom line.

Domino’s has produced funny commercials in the past and they ...
... have always had great deals on their pizza, but the problem is their pizza wasn’t cutting it as far as taste. To me, they dropped down to a level of discounted pizza similar to Little Caesars. In what I believe was a choice spawned by desperation, in effort to improve their downhill sales, they added sandwiches that rivaled Quizno’s toasted subs to their menu.

Domino’s also impressed me because they were one of the first pizza chains that optimized their website early-on and allowed you to place an order online, keep track of your pizza delivery and receive an email confirmation of your purchase. It seemed like they were ahead at the game considering how long ago they added these desirable functionalities to their site. Even though their website gave great face, their sales were still unimpressive.

Was airing their dirty laundry a good move? Absolutely! I really take the time to notice commercials and this one stood out compared to everything else that was running. Domino’s took an approach of honesty and vulnerability that the American consumers are looking for. In times of recession, the population grows weary of big corporations and their promises that do not deliver. As someone in their own commercial mentioned, they did not hide their flaws, instead they dealt with them…and found a clever way to bring that to life. Bravo!