Last week I was surprised with this Domino’s Pizza ad in which they destroy one of its store’s signs saying that Domino’s Pizza now it’s just Domino’s. And wait, I’m not finished! Now you can order pasta, subs, chicken and more! Really!?
Domino’s Pizza it’s just too long, right? Let’s make it shorter!
And sometimes people want something else, so let’s make pasta, subs and chicken for them. Right?
Wrong!!!
What made Domino’s the #1 pizza delivery chain in the world (Yes, in the world!) was…guess what? The freaking pizza! Domino is Pizza. Domino’s Pizza. The brand says it all.
Do you think Domino’s would make the #1 sub delivery chain or take-out in the world? It won’t! When people think of sub, they think of Subway. The #1 chicken? No. People would go to KFC instead. Subway and KFC are very focused and successful chains.
Domino’s dropping the pizza from its brand and will increase advertising efforts towards other products. That’s out of focus, out of positioning… They’re just weaken its entire brand core!
And that’s not all. Consumer perception of the traditional American fast foods is not that good right now. And it’s getting worse. And you know what? You can’t make you brand weaker in critical times like this.
You should make more promotions, try new and healthier flavors, update your logo or stores, but for the cheese sake, keep with the pizza!
