Our Goals:To determine a creative direction based on our reasearch, our insights into cultural shifts, to stimulate trial of the new pizza recipe.
Look back on past positioning Retain the things that people know and love you for While still moving forward
In looking back we also identified what it is, if anything we needed to overcomeObstacle coming in…consumers have lost touch w/ what domino’s brand stands for They don’t know it for its taste anymore and everyone is creeping up on speed and price Lines have been blurred about where dominos emphasis stands
With the revamped recipe we have a real opportunity to bring focus back to core central product THE PIZZA
TO ATTACK THE OPPORTUNITY WE ANALYZED…
Category is segmented by:Delivery pizza - Frozen pizza - Gourmet pizzaCategory is characterized by: The “Big Four” – Domino’s, Pizza Hut, Papa John’s, Little Caesar'sConvenient & value conscious meal optionsHeavy coupon useDinner emphasis Attributes of category leaders: Delivery franchisesExpanding product linesEmbracing the “three screens”Recession proofUsually advertise in traditional mediaThe top 50 pizza chains control %49.02 of sales and own %41 of the countries 67,554 pizzeriasSource: PMQ Pizza Magazine, Pizza Power Report 2009
Consumers are going to be looking to price (68%), proximity (66%) and coupons (55%) when deciding where to buy their pizzaLooking to the two sides of price… Independent pizzerias are growing in popularity among consumers46% of consumers report that coupons or promotions influence where they decide to purchase their pizza, while 37% say that loyalty or rewards programs would encourage them to patronize a specific pizza concept more oftenSource: PMQ Pizza Magazine, Pizza Power Report 2009
Demographically speaking… they are…
To give you an idea of their daily life…. -shop at big box stores, eat at national chains, very family focused in the media they consumer and activity (don’t have too much time to themselves)
Family Feeders lifestyle values are directly related to their attitude about foods
When it comes to making meals for their family and how they value food….Moms are busy 71% are part of the workforce – primary caretakerThe majority of working moms are still the primary caretakerCooking dinner is not always an optionMoms care about their kids’ nutritionNutrition is one of the top three traits in a good mother (according to her peers)Lower income moms hold themselves to a higher standard of motheringPurchase DecisionsMoms consider familiarity first, followed by their child’s request and recommendations from family and friendsMoms need to know the brand. Kids need to love it
Important factors overall: price, convenience, pizza variety, and speed of serviceMost important to families: convenience and quality ingredientsChildren drive pizza usage Takeout is the most popular segment, and still growing – Mom still need conveneience of delivery. Domino’s is known for that
IN ORDER TO DETERMINE THE MOST OPTIMAL STRATEGY AND BEST DIRECTION FOR THE CREATIVE, WE CONDUCTED BOTH PRIMARY AND SECONDARY RESEARCH. FIRST, WE CHATTED WITH SOME DOMINOS CONSUMERS TO GAIN INSIGHT ON THEIR PERCEPTION OF THE BRAND AND SECONDLY WE RESEARCHED CHANGES IN THE SOCIAL AND CULINARY CULTURES. THE COMBINATION OF
IN ORDER TO DETERMINE THE MOST OPTIMAL STRATEGY AND BEST DIRECTION FOR THE CREATIVE, WE CONDUCTED BOTH PRIMARY AND SECONDARY RESEARCH. FIRST, WE CHATTED WITH SOME DOMINOS CONSUMERS TO GAIN INSIGHT ON THEIR PERCEPTION OF THE BRAND AND SECONDLY WE RESEARCHED CHANGES IN THE SOCIAL AND CULINARY CULTURES. THE COMBINATION OF THE TWO….
DOMINOS CONSUMERS NOT AFRAID TO TELL IT LIKE IT IS….
****** WE ARE GOING TO FACE THESE CRITICISMS HEAD ON…. WE WANT THE CONSUMERS TO KNOW THEY ARE BEING HEARD. WE CAN MAKE THIS A POSITIVE FOR THE COMPANY IF WE CAN SHOW THEY ARE DOING SOMETHING ABOUT IT.
Lower income families care about nutrition but can’t afford organicMaintain affordability while offering quality ingredientsConsumers lost trust with Domino’s employees after publicized kitchen misconduct With the huge overhaul, introducing a face of the brand gives the recipe credibilityGive Domino’s a face that is caring, credible, and passionate So we can rebuild trust with consumers
Domino’s needs transparency
We wanted to capture an approachable character who is professional, yet has a sincere passion for what he is involved.We want the voice of EMERIL coming through from Patrick Doyle.In addition to Patrick Doyle we want to show actual chefs in the Domino’s kitchenFRESH QUALITY INGREDIENTSTHE OVERALL TONE ..
DOCUMENTARIES – have uncovered realities and secrets of the food industryEveryone has seen and heard theseTRANSPARENCYMost of these documentaries end with the sad state of the industry DOMINO’s Documentary – end on a positive note, next step forward
Take ownership and win them backRationaleTransparency and ownership conveyed through documentary “Mom friendly” mediaMoms like to share - give them a format they can share with other moms online through blogs, Facebook, etc. Banners drive traffic to the documentary with movie poster inspiration – “Watch now”Quality ingredients and passion shown best through TV efforts Affordability and convenience still conveyed through emails and banners
The AssignmentWith companies like Pizza Hut and Papa John’s offering fast delivery at lowprices, this is no longer a point of differentiation for Domino’s.We need a new direction.This campaign should stimulate trial by stressing the quality and taste of thenew recipe.
We love you for… Making the kids happy and dinner easyWe know you for…Thirty-minute deliveryWe order you for… Babysitter damage controlWe remember you for… Sunday night pizza, watching Wonder Years with the familyWe kept coming back for…Coupons and convenience
The Obstacle Consumers have lost touch with what the Domino’sbrand stands for
The Opportunity Bring the focus back to the pizza
Why We BuyThe main influencers that decide whether or not a consumer will patronize yourestablishment are price (68%), proximity (66%) and coupons (55%)Independent pizzerias are growing in popularity among consumers, with 54% reporting thatthey prefer an independent over a chain
Family Feeders The Domino’s Consumer Moms Age 27 - 45 Middle to Lower Income Married With ChildrenEmployed Full or Part Time
Family Feeders Lifestyle Shop Eat Family Media ActivitiesSource: Mintel Market Reports, Marketing To Moms – US Feb 2009
Family Feeders Values Family Feeders aren’t health freaks but they are conscious about what they’re feeding their kids. They find a balance between quality and convenience to avoid feeling guilty about what they put on the table. Having Fun Convenience Quality Honesty
Family Feeders On Food Moms need to know the brand. Kids need to love it.
Family Feeders On Pizza• Important factors overall: price, convenience, pizza variety, and speed of service• Most important to families: convenience and quality ingredients• Takeout is the most popular segment, and still growing• Children drive pizza usage
Family FeedersThe Harsh Truth [ Domino’s is flavorless and forgettable ] “It might get there in 30 minutes… but you’re not going to want to eat it once it gets there.”Saul, 34 “Domino’s crust tastes like cardboard andtheir sauce tastes like ketchup.Honestly, you couldn’t pay me to eat it.” Sharon, 42
Family FeedersThe Harsh Truth[Domino’s is anything but fresh] “I’d prefer not to feed my kids something that tastes like it came out of a Sysco truck. Their ingredients are processed and mass produced.”Bill, 37 “Domino’s tastes like it came out of a microwave, not an oven.” Diane, 34
Family FeedersThe Harsh Truth[I’m trying to eat healthier and feed my kids better foods] “I’d rather order Papa John’s because I know their ingredients matterto them.” –Adrienne, 49“I’m not going to feed my kids all organic, but Domino’s for dinner makes me feel like a bad parent.” – Carlos, 41
Shifts in Culture Meet The Maker We know Domino’s is far from organic, but the brand can still capitalize on the organic movement by showing who is behindthe food. Consumers want to associate the brand with a face. Itfeels secure, real, and gives them someone they can trust.
Shifts in Culture Meet The MakerImplications for Domino’s Domino’s isn’t organic, and neither are its consumers Associate a face with the Domino’s brand
Shifts in Culture The Fast Food Mindset Consumer’s don’t want to feel disconnected with what they eat. Weary of what urbanization, industrialization, and globalization has done to our food, consumers are no longer looking for fast and easy. Instead, they’re looking for simple and prepared.
Shifts in Culture The Fast Food MindsetImplications for Domino’s• Domino’s needs to lose the fast food association – Capitalize on consumers’ heightened levels of quality and ingredient awareness• Domino’s needs to create a meal for mom and her kids – Pizza has always been kid friendly, Domino’s needs to make it mom friendly
Shifts in Culture The Conversation Consumers connect with everything online, so why not food?Domino’s has already mastered the online ordering system which is heavily weighted in consumer convenience. However, consumers are looking for a two-way, interactive experience to feel more connected with their food.
Shifts in Culture The ConversationImplications for Domino’s• Domino’s needs to be part of the conversation• Domino’s needs to be their own consumer - someone who loves their pizza but is also their toughest critic• Needs to rebuild trust and create positive online communication
Key Takeaways &Direction TAKE OWNERSHIP AND WIN THEM BACK• Listen to consumer criticism• Bring the brand back to pizza• Open up a two-way conversation with their consumers• Emphasize the magnitude of changing the original recipe after 50 years
Voice |VisualsEmeril + President Patrick Doyle Kitchen + Staff + Ingredients Tone is humble yet confident, wholesome, honest, excited
Pop Culture References• Food Inc., Fast Food Nation, Supersize Me…with a happy ending• Food Network - freshness, real ingredients, stainless-steel chef’s kitchen + seeing inside• Intervention