Delivering on Better Pizza.
How do we improve sales for a product that is in three declining categories? Consumers just weren’t all that enthralled with pizza anymore, were ordering less delivery and even the dinner occasion had seen a sharp decline in favor of snacking and late-night eating.
We revealed that Domino’s had been so ruthlessly focused on delivery – getting you your pizza in 30 minutes or less – that they were now competing more with FedEx than with other food companies. We needed to better connect consumers with their food.
The key to a stronger future for Domino's was that nothing was sacred and the new ‘re-built from the ground up’ pizza was born. However, it wasn’t enough to just say ‘new and improved’. We needed to do it in a completely unexpected way. We handed the torch off to our sister shop, Crispin Porter + Bogusky, who helped them do just that.