Domino’s Refresh

I did it…I caved…gave in…succumbed to millions of dollars of advertising pressure….and a hungry stomache.

I ordered Domino’s pizza on Sunday to test out their “all-new pizza recipe.” And I’m not alone. Domino’s same store sales are up 14% year on year.

See this chart from Adage:

I have to say it was pretty delicious, but what was interesting is that I was so intrigued to taste it I think I was predisposed to thinking it was going to be good before the first bite.

I had seen so many advertisements saying how much better it was I think I forgot what the old pizza tasted like altogether…so in this non-scientific test I was almost bound to agree – “Wow, this pizza really is better.”

It is an interesting case for those refreshing a brand and a product. If you tell someone enough that something is better will they really start to believe it before they even try? Is that the right way to communicate to the market?

Maybe…question is will I reorder? We’ll find out this weekend.


About mjkurb

Michael is the Manager of Business Development at Element 79, a full-service advertising agency in Chicago, Illinois, and recent graduate of the Master's program at Northwestern University - Medill School - Integrated Marketing Communicaitons. Running two family businesses - learned to constantly listen and be aware of customer's needs and behaviors. Master's degree Northwestern University | Medill IMC - learned to better understand marketing insight, strategy and measurement. Rest of life - learned that working harder, smarter and faster than others is how you stay one step ahead.
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