Domino's Pizza. The New Deal.

So I finally had a chance to order the new Domino's Pizza.

I have been wanting to try it ever since they launched their "new pizza recipe" ad campaign a couple months ago, but just haven't had the right time. In case you didn't see the ad, Domino's ran a very self-critical ad on television and more completely on YouTube. The criticism came from actual  focus-group customers as they were tasting the pizza. At least, according to the ad. If you like advertising, it's worth a viewing.

Domino's made it clear that they were changing everything about the pizza recipe, especially the "cardboard" tasting crust and "ketchup tasting sauce.

The campaign was so successful that they saw an immediate increase in sales. This quarter's sales were above expectations, according to the Wall Street Journal.  Next-quarter sales will indicate whether it was a change for the better, a marketing ploy, or a change for the worse. A good ad will bring in new business but the product must match the promo otherwise customers feel duped and go elsewhere.

Rating the pizza:
1. Ease of order: A+
I ordered online and changed my order by phone. Since I had entered my phone number online they knew who was calling and which order to change. It was seamless. The only way it could be easier is if they could read your mind, it's that good.

2. Delivery: A+
Phone call prior to delivery. Delivered hot and as we ordered.

3. Crust: B
I am judging this based on delivery-pizza quality standards. And by that standard it was good. Not great. But good.

4. Sauce: C+
It actually tasted like pizza sauce but it was a little too intense on the pizza/tomato flavoring, in the tomato paste kind of way. Hard to explain. Very processed texture. The sauce was the weakest element to me.

5. Cheese and toppings: B
We had pepperoni, sausage and chicken toppings and they were good. The box bottom was a little greasy from the cheese drippings. That's a good sign to me.

Was it New York style pizza oven pizza? No.

Did they make changes and live up to the ad campaign. I would say yes. I would order Domino's again.

Final note: I tip my hat to Domino's for taking a risk with the product and marketing. Was it all dreamed up by the ad agency? Maybe, but it was believable, and they were willing to take a commonly held negative, the crust, and turn it into a positive with a "we heard you, try us again" approach.

Domino's YouTube ad: http://www.youtube.com/watch?v=AH5R56jILag

Agree? Disagree?
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PS -- the occasion for the pizza delivery was that my son was home from Philly for Easter and he, the wife, and I were watching American Idol. I'm pulling for the boy from Fort Worth, Crystal, and the big guy.

Pinkberry Frozen Yogurt. Arlington Highlands Center.

I'll get right to the point. Pinkberry frozen yogurt is very good. 

Yesterday, at the Arlington store's opening, I taste-tested the natural, mango, and coconut frozen yogurts, along with a few toppings, and all get the F&FW Seal of Approval.

Now, to be perfectly honest, I have never met an authentic ice-cream cone or real-yogurt, frozen yogurt that I didn't like. But there are some better than others, and the subtleties are important.

For instance, I'm not a big fan of "gourmet" ice cream because the milkfat percentage is too high for my taste. I like a more icy texture than the ultra-creamy Haagen-Dazs. But my palate for this new frozen yogurt is still developing. I do know that I want real yogurt taste, that is, the tanginess that comes from authentic yogurt. Pinkberry scores well there. I also want fresh fruits, not canned, frozen, or week-old. Pinkberry scores high there, as well. Adam Saxton, a regional owner of the Pinkberry stores, said the fresh fruits were cut at the store every day for that day. There is a nice clean taste in the best frozen yogurt. Pinkberry has it.

Food-business watchers, like many of this blog's readers, are watching the FroYo movement with interest wondering how it will all settle out. Pinkberry started in 2005 and has about 100 stores in California and New York. They are moving into Texas this year. Fort Worth is still in the planning stages.

I have gotten off the point, though.

Places like Pinkberry are about simple pleasures and good memories. Arlington has added a place for both with Pinkberry. So, if you are out shopping, or having lunch or dinner at the new Arlington Highlands Shopping Center -- save room for dessert at Pinkberry.

$3.95 gets you a healthy portion of tasty frozen yogurt -- with fruit and assorted toppings of your choosing.

I liked it.

http://www.pinkberry.com/

Trying New Templates

I'm trying new looks. Let me know if you have an opinion. Thanks.

Main Street Arts Festival, 2010. A Visitor's Guide.

Fort Worth's Main Street Arts Festival has grown to be one of our fair city's signature annual events, and on opening day, April 8, it will proudly begin its 25th year.

In 2008, the Arts Festival was ranked third of one thousand in "Fine Art" by the Art Fair Sourcebook. The festival features painting, glass, ceramics, wood, sculpture, and other mediums from some of the world's best artists and craftsmen. Each spring, my wife and I look forward to the stroll through the hundreds of booths. We not only like it, we're kind of proud of it.

But this is a food blog.

So I should also mention that Main Street Arts also has become an event that draws people for the entertainment and the food. The Festival has the standard hot dog/cotton-candy type booths, but also has dozens of local restaurants selling select items from their menu, and specialty food sellers like Lone Star Roasted Nuts and Schmidt's bratwurst. There are a couple of new food merchants this year, Kinkaid's has a booth, as does Cast Iron of the Omni Hotel. (for the complete list see Food Vendors)

Drinks are plentiful, of course. Diane Wolfe, from the Arts Festival's press department, told me that Fort Worth's, Times Ten Cellars "Wine Experience" is a highlight for many visitors and well worth the $30. The website says that seating is limited so book early (see: Wine Experience).

Visitors to Fort Worth can get helpful information on other popular places from our local blog writers (see sidebar "Local Sites I Like"), and for specific questions, Fort Worth Twitter pages could be helpful: Travelista/food-peeps or Gooberdlx/dallas-fort-worth .

This blog has two posts that out-of-town visitors could find helpful:  Best of Fort Worth, 2009, and Best Places to Visit in Fort Worth.

We like to think that Fort Worth is a particularly friendly city with amenities equaling all but a few, New York, Chicago, and San Francisco come to mind, but not many more. I may be biased but events like the Main Street Arts Festival prove that I am not far off.

Anyhow, if you are visiting, "Welcome." We hope you enjoy your stay.

Main Street Fort Worth Arts Festival
April 8 - 11, 2010
http://mainstreetartsfest.org/Home.aspx

Caffe Di Angeli. Good Coffee.

I enjoyed a very good cup of Sumatra coffee this morning at the Caffe di Angeli, a new coffee shop in Fort Worth's near Southside. I say new, but the Caffe has been in business for a year. I just noticed it last Sunday because I happened to be driving by.

Today, I had a chance to visit. I spoke to Karl Spahr, who owns the shop along with his wife Carolyn, and was happy to learn that they share a passion for good coffee, and that most of their coffee is locally roasted. 


Caffe di Angeli offers coffee, cappuccinos and the like, as well as breakfast, lunch, and some homemade soups and pastries.

Fort Worth has two new locally owned coffee shops, House and Caffe di Angeli, and I wish them both success.

Caffe di Angeli
954 West Rosedale
Fort Worth, TX, 76104

The following link is for their Facebook page:
http://www.facebook.com/#!/pages/Fort-Worth-TX/Caffe-di-Angeli