Domino's Pizza scored a major PR coup when it landed the chance to participate in the hit TV show, "The Apprentice."

The reality show centers on competitions between teams vying to impress real estate mogul Donald Trump with their ability to run various businesses. Ultimately, a single winner gets a job working for the comb-over king, and those not so lucky suffer through a board room scolding capped off by Trump's now-legendary phrase, "You're fired."

During the March 31 airing, the contestants' business challenge was creating a new pizza for Domino's.

Seeking to slice away some of the attention focused on Domino's role in the show, Papa John's bought two 30-second ad spots during the hour-long program. In the commercial, founder and chairman John Schnatter told viewers to "Tell the competition, they're fired!" He also asked, "Why eat a pizza made by an apprentice, when you can have a Spicy Meatball Pizza from the pros at Papa John's?" (The new pizza was introduced on March 29.) The spots aired in 64 different markets.

Domino's did its share of line-extension advertising by rolling out a new Classic Cheeseburger Pizza during the show. In a news release, Trump called the pizza a combination of "my two favorite foods — pizza and cheeseburgers."

It also ran two commercials featuring Trump: one supporting its long-running 555 Deal, and another centered on the Cheeseburger pizza.

In the 555 spot, Trump negotiates with a Domino's driver over the price of his pizza order. In the second, the Cheeseburger pizza is delivered to his office, where he tries to take credit for the new idea.

Related Content

User Comments – Give us your opinion!
Products & Services

Enterprise Reporting & Management

http://global.networldalliance.com/new/images/products/6813.png

6813/Enterprise-Reporting-Management

Put your menu in your customers' pocket

http://global.networldalliance.com/new/images/products/1293.png

1293/Put-your-menu-in-your-customers-pocket

Quote decoder: how to compare restaurant POS systems

http://global.networldalliance.com/new/images/products/1290.png

1290/Quote-decoder-how-to-compare-restaurant-POS-systems

Social Security Number (SSN) Verification

http://global.networldalliance.com/new/images/products/SSN_employmentsearch.gif

1426/Social-Security-Number-SSN-Verification

Custom Digital Signage Templates

http://global.networldalliance.com/new/images/products/6683.png

6683/Custom-Digital-Signage-Templates

MVR Reports

http://global.networldalliance.com/new/images/products/MVR_Report_iix.gif

1252/MVR-Reports

Customized Menu Board Content

http://global.networldalliance.com/new/images/products/6689.png

6689/Customized-Menu-Board-Content

Digital Menu Boards

http://global.networldalliance.com/new/images/products/6681.png

6681/Digital-Menu-Boards

Group Purchasing Services

http://global.networldalliance.com/new/images/products/6403.png

6403/Group-Purchasing-Services

Restaurant technology news, trends & best practices

http://global.networldalliance.com/new/images/products/5079.png

5079/Restaurant-technology-news-trends-best-practices

Digital Menu Boards and ROI
Request Information From Suppliers
Save time looking for suppliers. Complete this form to submit a Request for Information to our entire network of partners.