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Chicago Tribune samples Domino's Pizza's success

Wednesday, June 23, 2010

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Ann Arbor

Bucking conventional wisdom, Domino's Pizza has learned that a little self-deprecation goes a long way. Poking fun (and correcting) of their poor-tasting core product has paid them some big dividends .

Excerpt:

ANN ARBOR, Mich. � In the test kitchen at the corporate headquarters for Domino's Pizza Inc., a chef dressed in a starched white coat was going through the familiar motions: Sauce on crust, cheese on sauce, pepperoni on cheese, then bake.

But this pizza's different, as it has been in Domino's stores across the U.S. since late December. The 9,000-unit chain took a big chance, not only reformulating its signature product for the American market but also disparaging its long-standing recipe in a straight-talk marketing campaign.

The old crust? "Cardboard," the company admitted in its ads. The old sauce? "Ketchup." The staff? Weary of customers trashing the food.

Read the rest of the story here.