Take another little pizza my heart now, baby
In this piece first posted on The Conversation, Lauren Rosewarne argues there was nothing deceptive about the anti-climatic Domino’s campaign.
Carb-love and vegetarianism might have seen me pay more attention to the Domino’s story than had a burger chain been involved, but my real interest lies in the “anticlimax”.
For the past week, TV ads have been running with Domino’s honcho Don Meij promising a pizza “game changer”.
Staged not unlike a press conference, the announcements promised fast-food revolution and a whole new face for pizza.
A very oversimplified approach to the topic. Yes, it’s just pizza. But when you initiate a campaign on social media and hype up a game changer (which people would expect to actually change the pizza game), then yes, you need to deliver on that promise. The minute you take it to social media you’re going to get crucified if you screw it up.
If this had just been a general marketing campaign without the secrecy and just launched saying “$8 gourmet pizzas” people actually would have noticed the high end pizza being cheap. But to hype something up that rivals have been doing for ages before Dominos then this is not at all a game changer, it’s just keeping up with the rest. And yes, they could have delivered a game changer. Their US branch actually did deliver a game changer last year when they announced a new concept to their stores- lounges, big TVs playing sport and new menu items like premade sandwiches, salads and desserts. That is a game changing move. They’ve changed the game by changing people’s concept of what a takeaway pizza place is and what it sells. People expect a word like that to live up its potential.
While it may scare away loyals customers, potential customers will definitely not change their ways. They’ll stick with their usual place. Had the campaign delivered on its promise they may have given it a chance and made Dominos their new pizza place of choice.
you are totally wrong Bem
Dominos sells cheap pizza
what else was their announcement going to be about?
selling cheaper and better pizza for $8 IS a game changer for this kind of business
the serial social media whingers posturing otherwise are just numpties and tellingly i’ve yet to hear any of them suggest what they would have regarded as a game changer
No I don’t think it is a game changer. It’s not whinging at all.
If you are in fast food and you come at me talking about changing games you better be talking about TacoCopter or BurritoBomber.