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Domino's Says No

We often profile advertising strategies that leading food franchises employ to see if there's anything that start-up franchises can learn. Over the past few years, Domino's Pizza has completely reinvented itself and shown that a savvy franchise can actually alter its popular conception with a smart media strategy. I have a feeling Domino's latest advertising strategy will raise even more eyebrows.


This week, Domino's launched an advertising campaign based around one (dangerous) word: no. Domino's are looking to promote their artisan pizza range. In TV ads, they've claimed that they won't let customers add or remove ingredients from these artisan pizzas. The franchise is insisting that pizzas like the Chicken & Bacon Carbonara pizza are perfect as they are and do not need any fiddling with.


It's an innovative, if tricky strategy. Saying 'no' is a risky for businesses. It might be the only word that consumers register when watching the ad. No consumer really wants to be told that they can't have what they what. Burger King employed a similar strategy.


Yet on the flip side of the coin, the effective ads do get the idea across that Domino's Pizza, which was so maligned for its quality for so long, is now a home for delicious, high-quality pizza. It's another plank in the campaign to transfer their image from a maligned pizza franchise into a premier pizza provider. Other franchises can learn a lot from them.

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