Domino's Promises Slower Pizza Delivery -- Yes, Slower

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Domino's Pan Pizza will be delivered later.
Domino's
Once famous for its "30 minutes or less" pizza delivery guarantee, Domino's (DPZ) is now going a very different route, proudly trumpeting the fact that it will take longer for you to get your pie.

A new commercial for Domino's starts with a clip from an old "30 minutes or less" ad, before Robert Gavitt, a Domino's franchisee, switches off the TV. He goes on to explain that, "Domino's used to be all about speed. Not anymore." The chain's new pan pizza, he explains, requires more time to get right -- cooks need to hand-press the dough into the pan, add a second layer of cheese, and then keep it in the oven longer to get the perfect crust. The overall result: a better, not faster, pizza.

"It's not easy for us to slow down, but it's the right thing to do," insists Gavitt.
The slow-down promise is an interesting twist on the old guarantee, but it doesn't come completely out of the blue. Toward the end of 2009, Domino's debuted its re-invented pizza with an ad campaign called "Oh Yes We Did." In a series of self-critical -- some might say self-flagellating -- commercials, Domino's acknowledged the numerous complaints about the quality of its pizza, and promised to do better. While it never explicitly promised to drop its focus on fast delivery times, the campaign was the first step in transforming Domino's speed-centric brand identity into that of a business dedicated to crafting a quality pie.

The campaign was a huge success: Domino's same-store sales soared by 10% in 2010 and the company's stock has more than tripled in value over the last three years. With such impressive sales figures backing up the strategy, it's no surprise that Domino's has taken it to the next level by completely repudiating its old, speedy reputation.

The pizza chain hasn't actually offered its 30-minute guarantee since the early 1990s, and we doubt that a couple more minutes in the oven will make a noticeable difference in delivery times. But as an advertising strategy for emphasizing the quality of its new pizza, it makes a lot of sense.



Matt Brownell is the consumer and retail reporter for DailyFinance. You can reach him at Matt.Brownell@teamaol.com, and follow him on Twitter at @Brownellorama.


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marrockvolsung

I'd rather eat a used pizza box taken from the trash at my local pizza place than one of Damn-it-alls nasty soggy cardboard "pizza" pop-tarts.

March 29 2013 at 1:02 PM Report abuse rate up rate down Reply
wutisay

What happened his this: two of their drivers were in serious accidents trying to make the 30-minute deadline. In one case, in the District of Columbia, the driver rear-ended an unmarked police cruiser seriously injuring the officer. These led to significant lawsuits. BTW, making a guarantee of quick delivery was a bad idea, and put too much pressure on the drivers.

March 27 2013 at 7:28 PM Report abuse +1 rate up rate down Reply
1 reply to wutisay's comment
raidrmik67

Weren't they deducting from the drivers pay if the pizza was late? They stopped the 30 min. guarantee right after these accidents and the media scrutiny, they had under cover TV show's trailing drivers and documenting how unsafe they were driving making quick lane changes without signaling, cutting people off etc.

March 27 2013 at 9:26 PM Report abuse +1 rate up rate down Reply
Randy Romance

it only takes longer if your slow as hell like the girl in this commercial...

March 27 2013 at 7:05 PM Report abuse rate up rate down Reply
Randi

we personally think that their new pan pizza is the best pizza out there as far as chain pizzas go.

March 27 2013 at 6:59 PM Report abuse +1 rate up rate down Reply
paulthamec

I don't care as long as its hot when it gets to my door.

March 27 2013 at 6:21 PM Report abuse rate up rate down Reply
smidtlin

Domino's has become our go-to place for pizza delivery. Maybe it is just the store in my neighborhood but the consistent good quality of their pizza far exceeds Pizza Hut, Papa John's, etc. Love the new pan pizza and our order usually arrives in 30 minutes or less. I really like the little online order tracker that let's you know exactly what stage your pizza is in!!

March 27 2013 at 6:00 PM Report abuse +1 rate up rate down Reply
Kristy

When they very first opened way back when, their pizza was awesome and it has been downhill with every "improvement" since then.

March 27 2013 at 5:26 PM Report abuse -1 rate up rate down Reply
sagg1948

Dominio is garbage I do not care how long they take to make it.

March 27 2013 at 3:34 PM Report abuse rate up rate down Reply
Brian Corvello

They really should work on making the pizza better, wouldn't you say?

March 27 2013 at 2:29 PM Report abuse +2 rate up rate down Reply