Clever marketers know that a brand’s identity is sometimes just as important as the product. But what happens when the brand’s enduring mantra is no longer what’s in vogue? In a recent campaign launch, Domino’s negated its well-known 30-minutes or less pledge that it’s held since the 1990s, choosing instead to promote slower preparation and delivery time. By marketing the slowdown, Domino’s is going against the grain of many popular quick-service chains that boast speed as a defining service factor. Why the sudden change?
Technomic’s data may shed some light on this. According to our 2012 Consumer Trend Report on the Future of Limited-Service Restaurants: Fast-Foods and Fast-Casual Restaurants, consumers say the availability of fresh, high-quality food is the most important attribute when deciding which fast-food restaurant to visit. For Domino’s, the challenge was shifting consumer perception from a budget-friendly product with speedy delivery to a more premium product, such as its pan pizza, prepared with quality ingredients by skillful employees.
By proudly boasting the positive effects of a slower delivery time and describing the craftsmanship involved in creating a Domino’s pan pizza, the campaign forges a more modern image that allows Domino’s to set itself apart from its quick-service competition. More than that, the campaign allows Domino’s to compete with fast-casual chains that promote made-from-scratch quality products at a higher price point.
As quick-service concepts search for ways to strengthen their brand identity, more and more chains are finding creative ways to market their unique points of differentiation. Going forward, we expect to see operators molding consumer perception by boasting what makes them different and why you should care.