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.
