Domino’s Pizza, a brand synonymous with the words “pizza delivery,” has shifted its focus toward carryout in a new national campaign.
The Ann Arbor, Mich.-based brand debuted its Early Week Pick-Me-Up Deal on Monday, offering carryout-only customers a large three-topping pizza for $7.99 Monday through Wednesday each week. Domino’s has done several limited-time carryout deals in the past, but none lasting more than a week.
Company spokesman Chris Brandon said the $7.99 offer will be available for at least the next six weeks.
“We saw really positive feedback with the limited offers,” Brandon said. “We want to give customers what they want, which is what this company is all about now.”
Domino’s launched the campaign with a television ad featuring chief executive Patrick Doyle introducing the deal as an answer to the demands of consumers, and a frustrated franchisee claiming the pizza is worth twice as much as the offer suggests. The ad is consistent with the company’s recent commitment to consumer feedback that led to their new pizza recipe and chicken-rating box.
“The campaign is an amusing way to prove an important point — that even if an idea is unconventional according to some within Domino's, if it's what consumers have asked of us, we all eventually agree that it is well worth it,” Doyle said in a statement.
Domino’s recent push to grow its carryout business comes at time when rising gas prices are causing customers to shift away from delivery where they may have to pay an additional fee and tip the driver. But Brandon maintained that wasn’t necessarily taken into consideration when conceiving the promotion.
“We never got that specific,” he said. “It was more about offering a good value proposition, for consumers, and they have told us they like the carryout option.”
Domino’s, which has about 9,380 locations around the world, also said that it would soon launch an additional campaign promoting its specialty pizza line.
Contact Charlie Duerr at [email protected].