Another Domino’s gimmick

Tom Dougherty, CEO – Stealing Share

7 March 2018

Domino’s pizza chain with another gimmick

The Domino’s pizza chain is working with Ford on a self-driving vehicle to deliver pizzas. It announces that the first round of testing shows, “there are customers interested in this delivery option,” according to EVP and CIO Kevin Vasconi.

pizza chainBasically, a self-driving car drives to your home with a code to open a compartment on the car with the pizza. (The code is sent to your phone.) Open it up and, yay, pizza!

Yep, I want to order a pizza for delivery, then have to walk to the street to pick it up. Isn’t the whole point of delivery to have it delivered? If I order a pizza and it’s raining, can I wait for the rain to stop before I go out to the street to get it? Hey, at least I don’t have to tip, right?

The Domino’s pizza chain sports a meaningless brand

I don’t understand Dominos. I really don’t. This is not its first foray into the car business. Remember the Dominos DXP? No, I didn’t think so.

The Domino’s pizza chain makes its brand more about a gimmick than making it anything meaningful. What does being a Domino’s customer mean? (Not even to mention making decent pizza.)

Pizza insurance represents the latest gimmick. If anything happens to your pizza on a carryout order, Domino’s replaces it for free.

“The Domino’s pizza chain makes its brand more about a gimmick than making it anything meaningful. What does being a Domino’s customer mean?”

So, if you drop it taking it out of your car, you can bring the pizza back and they will create you a new one. I’m no John Schnatter but that just seems like a best business practice. But what do I know.

The Domino’s pizza chain invests in the development of things that does nothing to make the brand more preferred. Why doesn’t any pizza chain look to make its brand more resonate?

If I must walk to the curb to pick up a delivery pizza, I am certain that would make me less likely to use the brand. It’s a new idea. Just not one I give a rat’s ass enough to do.

See more posts in the following related categories: brand preference Pizza

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