We are all familiar with Domino’s saying of “if it takes longer than 30 minutes then the pizza is free”, but now this chain has found out some of its consumers don’t equate speed to quality and therefore is trying to slower its delivery.
Consumers perceive slower preparation and delivery time with pizza that is of higher quality and is better tasting. That’s why Domino’s to attract these customers is trying to change its process. They have decided to partner up with CP&B to create a TV spot and show its consumers how Domino’s used to be, and how it is now. Introducing its new “Pan Pizza” they are showing why is that they will not deliver in 30 minutes.
This policy has been something that characterizes the brand; however, it hasn’t been in effect in over 15 years. Every pizza box comes with a disclaimer stating “Because safety is a priority 30 minutes is just an estimate, not a guarantee. You may get more.” (Video that shows the clear disclosure of the terms and conditions for the “30 minute” rule)
They use this 30 minutes campaign in order for people to recognize their brand, and think of Domino’s as the fastest pizza delivery chain. However, since this campaign hasn’t been on effect for a long time, in my opinion it makes sense that now Domino’s is trying to change their slogan and position themselves as a more gourmet option to fit with the new trends that are emerging.