Pizza is about more than just satisfying hunger

Tom Dougherty, CEO – Stealing Share

02 March 2010

Domino’s gains, but fundamental changes remain

So, Domino’s is crediting its new pizza recipe for its fourth-quarter success. Maybe so, but I’ll tell you what it really says: There’s a lack of brand loyalty among the pizza chains.

Domino's LogoDomino’s got a lot of PR and top of mind awareness as a result of their mia culpa, but its brand promise remains the same. And it’s the same as every other fast food pizza restaurant: “Mediocre food fast.”

Let’s keep an eye on the long-term results because I have a feeling they will eventually disappoint because nothing has fundamentally changed in the brand’s promise except that they now promise to deliver barely “eatable” product.

The category must learn that Americans are hungry for experience. Not just pizza. Otherwise, these chains will be chasing their tail for years to come.

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