Domino's has been touting it's marketing rebirth since two former employees created a gross-out video on the job that went viral on YouTube in 2009. Yet from a strategy standpoint it's still more of the same marketer schizophrenia - an approach adverse to building any brand equity for the national pizza chain.
The rebirth started with their pizza turnaround that pitched people on fresher ingredients for a fresher tasting Domino's pizza; a product attribute that has been owned by Papa John's for many years running. They also tried to carve out a market into Little Caesar's carry-out pizza business for themselves. Domino's also wandered into convincing customers how great its chicken was. They tried to sell oven-baked sub sandwiches and I bet most customers cannot even remember the days that Domino's was pushing their pasta dishes.
Now they've moved on to selling an "artisan" pizza. I'll disregard the use of an empty marketing cliche for now, yet its price tag of only eight dollars creates an even harder sell to a consumer population that still believes price and quality are directly corresponding. And from a branding perspective, it's impossible when the word "Domino's" is associated with "artisan."
This is the third time (read one and two here) since their marketing rebirth that I've discussed Domino's schizophrenic marketing approach. This approach will lead to the same death it already suffered.