Jen Murray, Kate Dieter, Nikki Nelson, Shanley McClure
Agenda BACKGROUND RESEARCH & ASSIGNMENT INSIGHTS SOLUTION QUESTIONS
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
CATEGORY COMPETITION TARGET
Current Pizza Culture
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
LOW Quality IngredientsEXPENSIVE Pricing AFFORDABLE Pricing HIGH Quality Ingredients
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
RESEARCH & INSIGHTS
CONSUMER CULTURAL INSIGHTS SHIFTS
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