Q&A: Domino's Proposes Its Own Bailout Plan

Domino's CEO Dave Brandon is at it again in a new ad campaign set to break Tuesday (March 17) during American Idol. Only this time, instead of making its competition look like losers, Domino's will look to make winners out of its customers. Brandon will tout the chain's new "Super Big Taste Bailout" promotion. Consumers will be encouraged to nominate a friend in need of a bailout. The winners will receive a year's worth of pizza, with Brandon making the first delivery himself. Brandweek talked with Domino's CMO Russell Weiner about the new campaign, as well as past efforts, which have garnered plenty of attention. Here is what he had to say:Brandweek: How are the oven-baked sandwiches doing? Russell Weiner: We couldn't be more pleased with their performance-both in the quality of the product and the sales they have driven. Overnight, we became the largest sandwich delivery company in the country. BW: Have you gotten any more letters from Subway? RW: You'll have to ask them.BW: Has the letter-burning campaign run its course? RW: We were confident in the 2:1 win vs. Subway. The methodology for the taste test was as stringent as possible. We wanted to make sure consumers knew that. We will stand strongly behind the results whenever they are put into question.BW: Pizza, overall, seems to be suffering. How are you guys doing? RW: We just launched Domino's American Legends, a line of specialty pizzas done the Domino's way. We think this will reignite our entire menu. The line brings great American tastes from around the country . . . to pizza. Whether it is our Memphis BBQ, Pacific Veggie or Philly Cheese Steak—all have strong geographical origins, premium ingredients and cheesy crusts. The line has 40 percent more cheese than our regular pizzas and was endorsed by America's Diary Producers (who themselves are American Legends). Legends is doing very, very well. Consumers love the taste. Repurchase intent, overall satisfaction and recommendations to friends are all blowing away our norms. BW: Have you considered an all-natural pie like Pizza Hut's or 'The Hut' as they are now calling themselves? RW: We are very happy with the performance of all our innovations and look forward to what is in store for later on this year. Big news will continue to come out of Domino's.BW: Why the bailout promo? RW: The topicality. Banks and Corporate America are getting bailouts funded by taxpayers. Domino's bailout is for those who need it most right now—hardworking American families. And our Bailout isn't just about a great price—it's about choice (pizza or sandwiches) and quality (taste test-winning sandwiches) . . . other truly American attributes. That's why we called it 'Dominos BIG TASTE Bailout'—it's an unbeatable value.BW: Do you think it will get lost in all of the stimulus and bailout themed ads?RW: Ours is different. First, it starts on Capitol Hill: The place where other CEOs have gone to ASK for bailouts; ours goes to GIVE one. From there we go to Wall Street and 'Main Street.' Being at these topical places will break through the clutter. Ultimately though, it's about the power of our unbeatable offer.BW: What's next? RW: Come on . . . did you really think I'd tell you?

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Q&A: Domino's Proposes Its Own Bailout Plan

Kenneth Hein

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Kenneth Hein