Industry News | March 29, 2013

Sorry, What? Domino's Asks Stores to Slow Down

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Domino's Pizza is saying something it never thought it would to the pizza makers in its nearly 5,000 U.S. stores: slow down. 

After the debut of its Handmade Pan Pizza last fall, Domino’s is now revealing to customers its belief that slower is better when it comes to preparing the latest permanent menu item.

A national campaign reveals the Handmade Pan Pizza—made from fresh, never-frozen dough—takes a bit longer to make and bake, but Domino’s is willing to now make exceptions after decades of touting speedy pizza-making and prompt delivery. The new TV spot features clips from vintage Domino’s Pizza commercials from the 1980s.

“The word is spreading, but there are still many people out there who have yet to try our Handmade Pan Pizza,” says Russell Weiner, Domino’s Pizza chief marketing officer. “Our hope is that, by continuing to tell the story of what makes this awesome product so unique to our menu, that people will continue to discover that Domino’s is now in the pan pizza game.”

The campaign stars Robert Gavitt, a Domino’s Pizza franchise owner from Dallas, who helps explain why the Handmade Pan Pizzas need just a bit more time to reach the golden-brown perfection customers deserve.

“Being a Domino’s franchise owner since 1989, I can attest that slowing down has never been a part of the Domino’s culture—especially considering we are the company that has proudly held a World’s Fastest Pizza Maker competition since 1983,” Gavitt says. “However, for those who enjoy our Handmade Pan Pizza, it’s the right thing to do—and if it means a better experience for our fans and customers, we are all for it.”