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Let’s recap on the “Big Fish’s” outlandish berating of the Domino’s marketing strategy. Late last year “Big Fish” Greiveldinger questioned Domino’s new commercial admitting to America that their pizza really did suck. We all remember quotes like “watered down sauce” and “cardboard like crust”.
“Big Fish” thought it was a bad idea and even started a delivery pizza war with the Dojo. I however commented that it was ballsy but a good strategy to challenge consumers to try out Domino’s one last time.
Well the polls are out and the statistics show that the Domino’s pizza chain had a 14.3% increase in first quarter sales. Excuse me, but that’s huge! The next chain, Pizza Hut, barley had a 6% increase. Now, one can ask “Was the bump due to the product or simply a big infusion of ad dollars that put the brand top of mind?” 
Domino’s CMO, Russell Weiner, sees the 14.3% increase as “validation” that the ad worked, but he could be an optimistic type of guy. One thing for sure is that Domino’s HNICs never intended this high of a bump in sales. Mr. Weiner was quoted in AdAge.com saying "Sales have trumped the company's expectations and more than two-thirds of consumers have said they'll be back."The advertising itself has scored off the charts," he said. "We've never had ads score like this."
I give it up to Domino’s because they took a risk and told America “we know our pizza sucks but we listened to the comments, reworked the ingredients and pizza making methods, and “boom” try this. They also got, as they say, “free media” from all the publicity this ad made.
Bravo Domino’s Bravo!!!
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10 comments:
HNIC's?
Scotty, what does "Hockey Night In Canada," have to do with pizza?
Anyway, I've had it and it's now definitely better than Pizza Hut, still not as good as Papa Johns though.
Head
Ni**as
In
Charge
Yeah, I know. I guess the sarcasm eluded you.
And please Scotty shouldn't you update that term to your 1965 standard?
How about HCPIC?
lol...missed that one.
The N in HNIC is not referring to any particular race.
Yeah, I think anyone of an African heritage would take umbridge with that one Scotty.
Do me a favor for your personal saftey, don't go throwing that term around in public. I don't think your caveat will hold much water.
Maybe your right. I hope I didn't offend anybody on the Dojo. I was sincere when blogging that thought.
Domino's rules!!!!!
Johnny convinced me to order it a couple weeks back .
I dont remember how dominos tasted prior since I normaly dont order from chain pizzerias but was pleasantly surprised.
DIGGLER APPROVED !
First off, Great Post Prosthetic! Way, to research a prior post and call me out based purely on facts...well done..well done.
I didn't say it was atrocious....oh wait maybe I did. Well, one of the most admirable traits in people is to admit when they are wrong. I must admit I was wrong, and apparently Domino's did know what they were doing.
However, in my defense the surge in sales could be due in part to the large influx of advertising dollars they threw out there.
The Rule of Thumb for advertising is you throw out an extra 10% of sales towards marketing you should expect at least a 10% bump in sales.
Thus, considering Pizza Hut increased over the same time period 6% and Domino's only increased 4% if you take out the 10% bump from additional advertising....one could argue it is a flop.
Also, amidst the recession more people are eating "cheaper" alternatives such as Dominos and the Za instead of Gino's or other pizzas.
However, I will not argue those points since Domino's true success rings out here on the Dojo where the Diggler approves and Scotty Approves......and Koko...and Blaze....and that my friends is the true mark of success!
So it's a win win for all.
Keith, Great post and way to go on finding the exact article I found and then post the negative of that same article. Touché!
However I don't see factual evidence in the article saying Domino's spent an extra 10% last year on marketing causing a 10% increase.
I did read that 10% comment from
Gregg Ambach, managing director of Analytic Partners,stating "There's a rule of thumb. If a marketer tosses 10% of sales into advertising, it should expect a 10%bump in sales. Still, there's a massive qualifier: "Something like this could fail miserably," he said. And if marketers don't see an increase in traffic right away, it's not going to work."
So your flop scenario is void.
In the famous words of Ditka......"Duly noted" Prosthetic Johnson....."Dulty Noted".
Well Played.
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