(I have nothing to disclose. I paid good money for my pizza.)
A national pizza giant, Domino’s, has recently inundated the airways with ads for its “new pizza.”
Their story, basically, is that they were receiving loads of negative feedback about the quality of their wares. This isn’t a surprise; Domino’s is not horrific, but it’s nothing to get excited about. You order Domino’s pizza when a mom & pop shop (or seven, as was the case in South Jersey) is unavailable and you can’t leave the house, as in the case of sickness or lots of Sunday afternoon TV watching.
Where we live right now (very southwest Texas), not only are there no mom & pop shops, but there are really no pizza shops at all. Domino’s is our only choice and we use it as a last resort. Pizza isn’t a way of life down here like it was back in South Jersey, so we’re better off ordering tacos and barbacoa. (They are delicious.)
Despite it’s “red-headed stepchild” standing with us pizza snobs, Domino’s gutsy ad campaign intrigued me, as (I assume) it intended to. Here’s their full story. Most ads run a shorter version of this guy:
I just find it interesting and delightful, having worked for corporations, that a corporate entity took criticism seriously enough to invest the time and money into significantly changing their key, iconic product. Seems like a big thing, a risky thing, and something I want to maybe get behind. In my fantastic opinion, more companies should be doing this kind of thing.
So, while basking in the trouncing of the Patriots by underdog Ravens (us Philly peeps love an underdog, plus Ray Rice went to my alma mater) this weekend, we ordered some new Domino’s.
Well. They reportedly changed three things. And here’s what I think:
- New sauce: Meh. I notice nothing wildly different. It was good, and definitely tomato-y, which I can’t recall noticing in the old version. But it may just be that I was aware of it this time around.
- New cheese (real cheese): Slightly noticeable. The cheese is better. I don’t know that I’m convinced it’s no longer processed cheese (no real “gooey” factor), but it does seem to be better quality than their old version.
- New crust/treatment for edges: DELICIOUS buttery garlic-parmesan crusts. I don’t (as a rule) eat crusts, they bore me. Why fill my belly with stuff I don’t even like? Now, however, I would order Domino’s just for the crust. No exaggeration. That’s how good it was.
I give the new Domino’s pizza my stamp of approval. It has gone from “last resort” to legitimate casual-meal-day option. In fact, the crust may well rocket this foodstuff into the crave-able eats category.
Well played, Domino’s. Well played.