Comedy | January 11, 2010 | 60 comments

Domino’s tough love on itself is getting noticed

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remanns
CHICAGO - For a pizza joint, it's a bold move to tell customers your crust tasted like cardboard and your sauce was like ketchup.

But that's just what Domino's Pizza Inc. has been saying since last month in untraditional ads about the recipes it abandoned when it launched its reformulated pizza.

As industry observers — and even a late night TV host — scratch their heads, the company's incoming CEO said the chain had no choice but to be honest about its old recipe pizza if it had any hope of winning back customers.
"The old days of trying to spin things simply doesn't work anymore," President Patrick Doyle, who will become CEO in March, told The Associated Press in an interview. "Great brands going forward are going to have a level of honesty and transparency that hasn't been seen before."

Using a documentary style, the TV ads offer glimpses of focus groups and Twitter messages where customers said Domino's pies were even worse than microwave pizza and "totally void of flavor."
http://www.msnbc.msn.com/id/34812047/

This is an interesting poll---
http://business.newsvine.com/_question/2009/12/16/3642088-who-makes-the-best-piz...
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    Humor Comedy Food Business 9 more
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