Wednesday, March 05, 2008

A $5 pizza tastes lousy compared to the great tasting pizza you get at your local indy pizza restaurant. Even though it costs twice or three times as much, it’s worth it. Imagine what you’re digesting when you eat a $5 pizza. Low grade cheese. Low quality pepperoni.

If you want to eat low quality, that’s the way to go ... and you’ll hate it. And regret it the morning after. From a business point of view, there’s only one way a pizza chain can make a decent profit on a $5 pizza and that’s to top it with inexpensive, low-quality ingredients.

As the Domino’s store manager told me, “Because of the recession environment we’re in, our sales are down by about $1500 a week and we’re just trying to attract more customers by promoting a $5 pizza.”

Actually, they’re just shooting themselves in the foot because customers, like me will give it a try, only to realize it tastes lousy ... and never, no matter how convenient it is, have a Domino’s pizza again.

Warning: You’ll never make it by cutting the quality of your ingredients. Domino’s should quit all of their advertising, put those dollars into better ingredients and start connecting with their guests.

But of course the hundreds of indy neighborhood pizza restaurants that subscribe to my WOW already know this.

Posted by jcohen in • Restaurant Marketing
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