Wednesday, March 27, 2013

Domino's Keeps Delivering The Wrong Recipe

I've wrote a ton about pizza pie conglomerate Domino's and the tectonic shift in strategy their attempting, moving from a lower-end brand to a high-end brand.  Please revisit those thoughts on Domino's brand strategy from January 2010, May 2011 and October 2011 if you feel so inclined. 

Interestingly, Domino's latest ad chases a "quality" position while at the same time running from its strongly-held position of speed, as it touts slower pizza making in the ad.

Regardless of the assumed reality of quality improvement at Domino's, in marketing, the perception is the reality.  I argue that consumers are right to be skeptical of a brand touting quality when this hasn't always delivered this in the past, the low price of $7.99 doesn't match their expectations of what to pay for quality pizza and the chain boasts tens of thousands of mostly homogenous stores.

Domino's should understand that quality is simply just not their greatest advantage.  

Please feel free to share your thoughts on Domino's pizza and its swing-for-the-fences pizza turnaround campaign?  As always, thanks for reading and sharing.

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