The pizza franchise market is so congested and so competitive that pizza franchises need to do almost anything they can to attact new customers. We saw the results that Domino's enjoyed simply by opening up their business to their customers and injecting some transparency into their relationships with their customers. Little Caesar's are persuing a somewhat different strategy.
Rather than telling customers to call their new customer line to eat their pizza and enjoy their new deal, they've taken the alternative route: they're telling customers not to call.
And if you ignore their advice and call 1-800-Try-Little-C, you receive the following message:
Oh, why have you done this? If you're looking for pizza, you've come to the wrong place. At Little Caesars, you don't get pizza from a phone; it's hot and ready and waiting for you now at stores. I'll give you one last chance to redeem yourself. Do not go to www.forbiddenpizzawebsite.com. No matter what.
If you follow these instructions, you will live out the rest of your days in peace. If you do not follow these instructions and you do visit www.forbiddenpizzawebsite.com you will definitely regret it."
There are many other reverse psychology aspects to this campaign. It's fascinating and slightly odd and time will tell if it is effective.