Domino's backs off speedy delivery promise for pan pizza

March 26, 2013

After touting its delivery speed for the past 53 years, Domino's Pizza is now telling its employees to slow things down a bit thanks to its new handmade pan pizza.

The pan pizza made its debut in the fall and is the chain's largest product launch in three years. Domino's is communicating to customers that "slower is better" when it comes to preparing the new offering with a new TV spot featuring clips from Domino's Pizza commercials from the 1980s.

"The word is spreading, but there are still many people out there who have yet to try our handmade pan pizza," said Russell Weiner, Domino's Pizza chief marketing officer. "Our hope is that, by continuing to tell the story of what makes this awesome product so unique to our menu, that people will continue to discover that Domino's is now in the pan pizza game."

The campaign stars Robert Gavitt, a Domino's Pizza franchise owner from Dallas, who helps explain why the handmade pan pizzas need more time to bake.

"Being a Domino's franchise owner since 1989, I can attest that slowing down has never been a part of the Domino's culture — especially considering we are the company that has proudly held a World's Fastest Pizza Maker competition since 1983," Gavitt said. "However, for those who enjoy our handmade pan pizza, it's the right thing to do — and if it means a better experience for our fans and customers, we are all for it."

Read more about marketing and promotions.

Topics: Delivery , Domino's Pizza , Food & Beverage , Marketing / Branding / Promotion , Operations Management

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