Ads featuring Dominos store remodels are worthless
Tom Dougherty, CEO – Stealing Share
22 February 2017
They are all about Dominos and not the customer
Dominos Pizza is at it again. This time, it is airing ads highlighting a new Dominos store remodel.
The ads intend to get people to care about the Dominos store remodeling to a new pizza theater concept. Like the DXP ads, this spot just seems to fall flat.
“Does Dominos expect parents to load up the family truck and bring the family down to their local Dominos store remodel to marvel at the entertainment and mystery of the pizza theater?”
But for anyone who follows this sort of thing, this is old news. It announced Dominos store remodels in 2014. I guess the remodeling progress is just now enough at a critical mass for people to notice them.
At first, I thought this was in response to the Papa John’s pizza family ads. The Dominos ads feel rushed with no point of view, perspective or even a message. It’s as though its agency said Dominos needs an ad to counter balance the Papa John’s spots.
However, one thing is crystal clear. The ad is a clear demonstration that Dominos really has nothing to say.
What the Dominos store remodeling ads fail to do
Advertising is all about brand preference, after all. If a consumer does not prefer a brand, they will not notice your ads.
Maybe Dominos is trying to connect with people who have not had the pleasure of having a Dominos pizza. Maybe it’s hoping to build preference through the pizza theater.
Does Dominos expect parents to load up the family truck and bring the family down to their local Dominos store remodel to marvel at the entertainment and mystery of the pizza theater?
I hope I get a front row seat!
Store remodels are a necessary part of having a business. Things get old. But I fail to see how this helps build preference at all. Tell me, how does this resonate with a customer’s closely held beliefs? Moreover, how does this even satisfy a customer’s needs or wants? I have had some of the best pizza in the world out of some pretty awful looking stores.
Ask yourself: What does the Dominos brand mean? What does it promise? I think you’ll find that it promises little more than pizza delivery. Same goes for Pizza Hut. While Papa John’s uses Better Ingredients, Better Pizza, it has not resonated all that well. Hence the new pizza family crap it is airing.
So, Dominos will talk about its store remodels as if anyone will care. See, I told you Dominos has nothing to say.
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