Pizza Will Always Be Pizza No Matter How You Toss It
I was talking with my wife this weekend about the whole Domino’s rebranding. What strikes me is that even the whole idea that their pizza was not great was THEIR idea.

Here is what I mean. When they first marketed themselves it was about efficiency and value. Which is exactly what they delivered (no pun intended).

Now all of a sudden Domino’s is saying that people don’t like their pizza when last time I checked, no one expected to get a good tasting pizza for 4.99 from ANY pizza business. Delivery pizza has been and will always be OK tasting pizza… But nothing to tell everyone about.

So now Domino’s goes out and finds a few people who don’t like their product (which is easy for any company to find), couples that with a story around how heart broken they are about it and guess what folks???? We have us a new marketing campaign!

Now take their “new and improved” pizza to the front door of someone who said they didn’t like their old pizza with lights, cameras, and most importantly a HUMAN face and ask their opinion… Of course the person will say it’s good…they have to. People don’t want to badmouth others to their face but have no problem doing it to a corporation. Most people would crush under the pressure of bad mouthing something in front of someone who has claimed to have made it better just for them. It’s the whole human face in place of the corporate business racket (companies have been doing this for ages… Ford, GM, the list goes on).

Now as for the whole UX testing I get it… But I think there are so many other factors that need to be addressed as well as to why any campaign works or fails. It’s the parts — UX, marketing, strategy, research, design, and human UN-ITELLIGENCE, etc. — that make the whole.

And, yes, their new pizza tastes just as crappy as their old pizza IMO.

Casey Riggleman