$10 pizza is desperate
Tom Dougherty, CEO – Stealing Share
17 February 2010
In Pizza, Even Mediocre is Better Than Nothing
Well apparently Pizza Hut and Papa John’s have taken notice of Domino’s new brand of “not as bad as it used to be.”
Today, after returning from lunch, a colleague of mine forwarded me two emails: One from Pizza Hut and one from Papa John’s. Both emails said that I could buy any pizza with any toppings for the low price of $10. The key is that it’s ANY pizza with ANY toppings. That sounds like desperation.
Granted, there have always been pizza “specials” and coupons from delivery places, but these “specials” seem a little too “special” somehow. It’s basically opening up the entire shop to a discount. They are attempting to negate any benefit Dominos is getting from their new quasi-brand by focusing it back on what they think really matters – price.
A warning to Pizza Hut and Papa John’s: Do you really want to play defense against “not as bad as it used to be’” by lowering prices? Seems a much better investment in marketing dollars to invest in something a little more permanent like developing a meaningful brand that resonates with the target audience, not to mention this defensive posturing can only further embolden Domino’s.
Now that is something… A frightening statistic if you think about it. Even after conducting all of the focus groups, investing in new product development, and improvement of processes, Domino’s is only preferred 60/40 when compared with Papa John’s (who did not change their formula). And apparently this is enough to get Pizza Hut and Papa John’s to cut prices (they must think their pizza is still “as bad as it used to be.” It is a sad commentary that as we have said earlier, the delivery folks do not recognize that “good pizza” should be a table stake of the category.
So Pizza Hut and Papa John’s stop this silliness, else you will soon have to offer pizzas at 10 for $10. Stop throwing away your money on defensive tactics and invest in the one thing you own that no one else can claim.- your brand. Just look at Domino’s, even mediocre is better than nothing.
UCLA basketball thieves Tom Dougherty, CEO - Stealing Share 16 November 2017 UCLA basketball brand as it stands now The UCLA basketball brand suffers a major wound. It has been many years since NCAA basketball fans talked about the BRAND of UCLA basketball. The heyday...
Daniel Lanois Tom Dougherty, CEO - Stealing Share 14 November 2017 Daniel Lanois, best record producer you've never heard of When listening to music, you often keep listening to your latest obsession. My latest? Bob Dylan’s genius producer, Daniel Lanois. So much so...
Airline seating Tom Dougherty, CEO - Stealing Share 13 November 2017 Airline seating tightening with no recourse Airline seating is worsening and there’s nothing you can do about it. Yes, the airlines have us in a headlock and we’re all basically powerless to do...