QOTD: Is the new Domino's Pizza ad marketing genius or market suicide?

Jstas
Jstas Posts: 14,806
edited January 2010 in The Clubhouse
Well, first things first, the poll says that 28 of you **** think this is a waste of time but 23 of you gents think this isn't. Since that is far from an acceptable sample range given the studied population I have declared the study invalid and will have to go back and rework the survey questions and timeframe to better fit the population.

So all of you who voted against it, do me a favor. Take your favorite hat, put it on the floor. OK, now use your imagination and picture me dropping a big, honkin' steamer in your hat. Have fun with that!



Now! On to the question!

Is the new Domino's Pizza ad marketing genius or market suicide?

Dominos released a new commercial just before Christmas to tout it's...I dunno...redesigned? Anyway, they took all the "ketchup and cardboard" comments and made a commercial showing reactions by staff, chefs and executives. They then showed them going back to the drawing board and reworking everything from the flour used in the dough to the herb mix in the sauce.

Now typically, it's a bad idea to trash your own product by reading the bad reviews in public. It doesn't really end well. But Domino's seems to be turning that on it's ear and heading in a different direction. They are also offering the new pies cheap for a limited time and refunding money if you still don't like it.

So, was this a good idea or a bad idea?


Me, it's a mixed bag for me. I think it will work well where pizza isn't a religion. But here in the NYC and Philadelphia areas, I think it's going to backfire because there are other known, good alternatives that already cost only 6 or 7 bucks for a 16" large pie without having to take a chance that it'll still suck.
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  • nooshinjohn
    nooshinjohn Posts: 25,383
    edited January 2010
    I think it will be a good thing in the end. They have correctly identified the fact that people are sick and tired the usual marketing games and gimicks and trying something different. I do like the fact that they are showing their weaknesses and addressing them in a public way...

    The truth is however, that they have looked for and found cheaper ways of producing their product and this campaign is a way of getting others to buy into the hype and pass this off as an improvement. Just look to the New Coke/Old Coke fiasco to find the truth of it. I still get the old Coke in glass bottles from Mexico...
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  • coolsax
    coolsax Posts: 1,824
    edited January 2010
    right but they're not really catering to those people... they're catering this to their regulars along with those that consistently buy from Pizza Hut and Papa John's. I haven't tried it yet, but if they have been consistently rated the worst tasting pizza, I think its a bold marketing strategy but one that might resonate if the resulting pizza is that much better. If its not really any better than it will be a massive failure.
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  • snow
    snow Posts: 4,337
    edited January 2010
    The poll would have been much higher than 28 opposed versus 23 in favor except a lot of people have you on IG allready. If your ego wont allow you to admit that the majority of people dont want these QOTD's why bother taking the poll in the first place other than to get more attention?



    REGARDS SNOW
    Well, I just pulled off the impossible by doing a double-blind comparison all by myself, purely by virtue of the fact that I completely and stupidly forgot what I did last. I guess that getting old does have its advantages after all :D
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  • madmax
    madmax Posts: 12,434
    edited January 2010
    I had stopped buying their pizza because they had deteriorated to nothingness. I tried one again the other day and it was really good!
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  • Demiurge
    Demiurge Posts: 10,874
    edited January 2010
    Things were bad enough for them to do this so if it fails they at least go down in a blaze of glory rather than a slow whimper.

    I say it's a great move because it's all upside for them. The fact we're talking about it here illustrates that they've created buzz.
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  • polktiger
    polktiger Posts: 556
    edited January 2010
    To me it is effective. Where I live, a "good" pizza (cheese only) is $17. No delivery, and it is 15 to 20 minutes away. Dominos is about 4 minutes away. Despite he huge disparity in cost and distance, I will go to the good place and never order from Dominos (or Papa Johns, Pizza Hut, Little Caesars which I drive by all of them on the way to get a "good" pizza) becuase the pizza tastes like crap.

    With the new ad campaign, the next time I order a pizza with will be from Dominos becuase I want to see if it tastes any better. By trashing their own pizza the way they did in the ad, they actually built credibility with me. Their pizza sucked, and for them to claim otherwise is just stupid. Now they actually have a chance for me to be their customer. Whether I am a repeat customer will depend on how their pizza tastes.
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  • bobman1235
    bobman1235 Posts: 10,822
    edited January 2010
    It depends if they can back up their claims. I think the campaign is decent enough to get people curious to try it again, ONCE. So they may get a lot of new POTENTIAL customers coming in just to see what the fuss is about. If they can back up their claims - ie the pizza really is improved and decent - it could work wonders. But these are going to be some skeptical customers so it's gonna take more than a slight improvement to get them to come back again.

    Personally, there's way too many good, cheap options in my area that I see no reason to order from Domino's unless it's 1AM and I'm drunk and they're the only thing open.
    If you will it, dude, it is no dream.
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  • Nicknice
    Nicknice Posts: 55
    edited January 2010
    Domino's test kitchen

    http://www.youtube.com/watch?v=31JNEVHZxO8
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  • Knucklehead
    Knucklehead Posts: 3,602
    edited January 2010
    I dont pay much attention to or get all giddy when I see a commercial for anything, that being said, Its ok Pizza but expensive as hell. Little Caesars has my vote, $5.55 for a large 1 topping......yum!:p
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  • concealer404
    concealer404 Posts: 7,440
    edited January 2010
    Knucklehead wrote: »
    I dont pay much attention to or get all giddy when I see a commercial for anything, that being said, Its ok Pizza but expensive as hell. Little Caesars has my vote, $5.55 for a large 1 topping......yum!:p

    Yum? :eek:
    I don't read the newsssspaperssss because dey aaaallllllllll...... have ugly print.

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  • Knucklehead
    Knucklehead Posts: 3,602
    edited January 2010
    **** is good as F*%K!!! hows that.

    You are thinking of "yum" as if it was being said by someone living an alternative lifestyle, I can assure you that is not me my friend.
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  • concealer404
    concealer404 Posts: 7,440
    edited January 2010
    Knucklehead wrote: »
    **** is good as F*%K!!! hows that.

    You are thinking of "yum" as if it was being said by someone living an alternative lifestyle, I can assure you that is not me my friend.

    Hahahah! I'm just yanking your chain buddy. :p I personally think that Little Ceasar's is a dubious step above dog food, the Taco Bell of the pizza world. But much like this hobby, if you like the way it tastes, then good for you. :)
    I don't read the newsssspaperssss because dey aaaallllllllll...... have ugly print.

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  • Knucklehead
    Knucklehead Posts: 3,602
    edited January 2010
    concealer404 wrote: »
    Hahahah! I'm just yanking your chain buddy. :p I personally think that Little Ceasar's is a dubious step above dog food, the Taco Bell of the pizza world. But much like this hobby, if you like the way it tastes, then good for you. :)

    I love Taco Bell.
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  • zombie boy 2000
    zombie boy 2000 Posts: 6,641
    edited January 2010
    All I know is the new **** is unbelievable. I wouldn't call it "pizza" per se, but it is tastes like an angel took a dump in my mouth. Seriously... I just ordered a roasted red pepper, feta and salami pie last night and I managed to impregnate myself after just one slice.

    Damn... I swear they're putting crack in these things. Or PCP.
    I never had it like this where I grew up. But I send my kids here because the fact is you go to one of the best schools in the country: Rushmore. Now, for some of you it doesn't matter. You were born rich and you're going to stay rich. But here's my advice to the rest of you: Take dead aim on the rich boys. Get them in the crosshairs and take them down. Just remember, they can buy anything but they can't buy backbone. Don't let them forget it. Thank you.Herman Blume - Rushmore
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  • nooshinjohn
    nooshinjohn Posts: 25,383
    edited January 2010
    concealer404 wrote: »
    Hahahah! I'm just yanking your chain buddy. :p I personally think that Little Ceasar's is a dubious step above dog food, the EMOTIVA of the pizza world. But much like this hobby, if you like the way it tastes, then good for you. :)


    fixed it for ya!:D
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  • bobman1235
    bobman1235 Posts: 10,822
    edited January 2010
    Knucklehead wrote: »
    **** is good as F*%K!!! hows that.

    You are thinking of "yum" as if it was being said by someone living an alternative lifestyle, I can assure you that is not me my friend.
    concealer404 wrote: »
    Hahahah! I'm just yanking your chain buddy. :p I personally think that Little Ceasar's is a dubious step above dog food, the Taco Bell of the pizza world. But much like this hobby, if you like the way it tastes, then good for you. :)

    I like Taco Bell, actually, but Little Caesar's is f*(king disgusting.

    Like concealer says, if you like the taste... hey, you're lucky, cuz you can get a "pizza" for 5 bucks, but still, I think you might want to check cuz you may have a brain tumor inhibiting your taste receptors. ;)
    If you will it, dude, it is no dream.
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  • concealer404
    concealer404 Posts: 7,440
    edited January 2010
    Knucklehead wrote: »
    I love Taco Bell.

    Ah hell, then i've really got nothing to go on, now do i? :p

    I eat Taco Bell, too. I love it when i'm drunk. But that said, i AM from NY, and Little Ceasar's gives me the willies. I'm pretty hardcore about my pizza though. There's probably a good 200 posts on these boards of me bitching about midwest pizza. :D

    The most important test to see if a pizza is a decent pizza is if it's good cold the next morning. Ever had cold 12 hour old Little Ceasar's pizza? I think i just gagged thinking about it.
    I don't read the newsssspaperssss because dey aaaallllllllll...... have ugly print.

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  • NJPOLKER
    NJPOLKER Posts: 3,474
    edited January 2010
    John
    Thanks you for continuing the QOD and for the guys who don't care for it or some of the questions, go elsewhere.
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  • concealer404
    concealer404 Posts: 7,440
    edited January 2010
    nooshinjohn wrote: »
    fixed it for ya!:D

    Oh lord. This is now a thread about everything we hate.
    I don't read the newsssspaperssss because dey aaaallllllllll...... have ugly print.

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  • concealer404
    concealer404 Posts: 7,440
    edited January 2010
    zombie boy 2000 wrote: »
    All I know is the new **** is unbelievable. I wouldn't call it "pizza" per se, but it is tastes like an angel took a dump in my mouth. Seriously... I just ordered a roasted red pepper, feta and salami pie last night and I managed to impregnate myself after just one slice.

    Damn... I swear they're putting crack in these things. Or PCP.

    Hahaha, well, with that glowing review, you've certainly got my interest piqued. I'll have to check it out. I always wondered what angel **** tasted like.
    I don't read the newsssspaperssss because dey aaaallllllllll...... have ugly print.

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  • NJPOLKER
    NJPOLKER Posts: 3,474
    edited January 2010
    I am not sure where the new ad is going but they will always do well. I hate their pizza if you can call that pizza!
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  • inspiredsports
    inspiredsports Posts: 5,501
    edited January 2010
    America is currently becoming more and more interested in the concept of "accountability", and obviously, Domino's target audience is "America".

    I believe this is just the first of what will become a trend (in my opinion) as advertisers exploit the accountability theme and these ads will be effective for a while.

    Any Advertising Age editors out there. . . You read it here first.
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  • Knucklehead
    Knucklehead Posts: 3,602
    edited January 2010
    Im no conniseur of pizza but I do know Im not the only one that likes it, the place is always packed. Ive run the gamut on pizza, pizza is like a HTIB, not overly great whomever makes it. IMO.
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  • Jstas
    Jstas Posts: 14,806
    edited January 2010
    snow wrote: »
    The poll would have been much higher than 28 opposed versus 23 in favor except a lot of people have you on IG allready. If your ego wont allow you to admit that the majority of people dont want these QOTD's why bother taking the poll in the first place other than to get more attention?



    REGARDS SNOW

    I had something here that was pretty inflammatory but I'm gonna stop now and just tell you to stop dumping on the thread. My post that drew your ire was tongue in cheek and I never said I was going to stop posting the questions.
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  • mhmacw
    mhmacw Posts: 832
    edited January 2010
    wheres ben when all this "tight knit grouping "is goin on? and h9...good god i cant believe hes not in on this commradery!
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  • concealer404
    concealer404 Posts: 7,440
    edited January 2010
    mhmacw wrote: »
    wheres ben when all this "tight knit grouping "is goin on?

    I'm here...


    This is a bit different, anyways. ;)
    I don't read the newsssspaperssss because dey aaaallllllllll...... have ugly print.

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  • mhmacw
    mhmacw Posts: 832
    edited January 2010
    pizza is like sex! when its good its really good! when its bad...well its still pretty good!
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  • inspiredsports
    inspiredsports Posts: 5,501
    edited January 2010
    mhmacw wrote: »
    wheres ben when all this "tight knit grouping "is goin on? and h9...good god i cant believe hes not in on this camaraderie!


    Are you saying pizza is the stuff bromances are made of? :D
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  • amulford
    amulford Posts: 5,020
    edited January 2010
    That **** blows anyway. Maybe the only worse is Pizza hut garbage.

    It might work, but I won't ever find out...
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  • Pauly
    Pauly Posts: 4,519
    edited January 2010
    Speaking of Pie......


    Pauly
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