Domino’s Teaches Consumers and Competition How to Make Pizza

Domino’s takes a clever jab at its competitors, while also entertaining consumers with an interactive website.

Domino’s Pizza School is now open for enrollment. The pizza mega-chain unveiled an interactive website, which teaches consumers how to make their own Domino’s pizza step by step. Along the way, the brand takes shots at its competition, implying that they’ll steal Domino’s recipe by taking the online course.

The main reason I like this campaign is simply because it’s so much better than the brand’s advertising from the last few years. Remember the “Oh Yes We Did” campaign? Yeah, that’s the one in which Domino’s chose to “face our critics and reinvent our pizza from the crust up.” (Surprisingly, the website for that campaign is still up.)  I was having none of that.  Not to mention that I have not ordered Domino’s since the 197o’s.

“The Pizza Turnaround” was the first time I can recall a company using the “our product has always pretty much been total crap, but we promise it’s better now” strategy. Ever since those ads, Domino’s marketing has had a stench of desperation to it. For years now, company CEO Patrick Doyle (who’s compensation was $7,453,021 last year) has constantly been on television, reminding consumers of how great Domino’s ingredients are, and stressing the craft of making pizza.

The Pizza School itself is nothing more than a momentary diversion. However, the very fact that this new Domino’s campaign shows the company exuding confidence – rather than desperation – for the first time in years indicates a serious step in the right direction.

Let’s see if the school can help roll in some dough for Domino’s.

Howard Davidson Arlington MA

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