Domino’s Pizza is addressing the issues of best practices that affect the entire mass marketed pizza category. The new ad campaign takes the product deficiencies head on. This is the first step in preparing a brand to steal market share. Kudos to Dominos.
After they deliver a great product, which is definitely lacking amongst all the competitors (excepting the local pizza shops), Domino’s is positioning itself for dominance.
Next, they need to address the highest emotional intensity in the category and the self-identification that is the hallmark of stealing share. Sorry Papa John’s — Better Ingredients should not be a differentiating brand promise. If Domino’s does it right, “better ingredients, better pizza” won’t be important anymore.