Is that my pizza in a pothole?

June 14, 2018

By Molly Congdon

There are so many iconic brands that now live only in memory. When they fail to keep up with consumer preferences, fail to adopt technological advancements or fall into the fatal trap of complacency or poor decision-making, brand giants tumble down the beanstalk.

But in this era of division and dysfunction, there are still businesses that find brand-building solutions.

Take Domino’s.

Founded by two brothers in a small Michigan town in the 1960s, Domino’s was a hole-in-the-wall pizza joint. Now, it is the second-largest pizza chain in the United States. A couple of their strategies suggest more growth is ahead.

Not Home? Not a Problem

Domino’s is expanding its delivery options to include gathering spots like parks, beaches and other locations.

On Monday, April 14, the company began offering curbside delivery to more than 150,000 "hot spots" nationwide, increasing fast food flexibility for consumers.

"We listened to customers and their need for pizza delivery to locations without a traditional address," Russell Weiner, president of Domino's USA, said. "We know that delivery is all about convenience, and Domino's Hotspots are an innovation that is all about flexible delivery options for customers.”

Customers order online and prepay. After they share their GPS location, Domino's will display nearby hot spot locations on a map. Once customers place an order and pickup location, they — as usual — will receive text alerts updating them on the delivery progress.

Paving For Pizza

Domino’s also is asking folks nationwide to nominate potholes in their individual neighborhoods that they would like filled. The company says it will work with local municipalities to fix the potholes because doing so is “saving pizza, one pothole at a time.”DominosPaver.jpeg

"Have you ever hit a pothole and instantly cringed? We know that feeling is heightened when you're bringing home a carryout order from your local Domino's store. We don't want to lose any great-tasting pizza to a pothole, ruining a wonderful meal," said Russell Weiner, president of Domino's USA. "Domino's cares too much about its customers and pizza to let that happen.”

Structurally Sound

This initiative is brilliant.

“Potholes, cracks, and bumps in the road can cause irreversible damage to your pizza during the drive home from Domino's," Domino's website says. "We can't stand by and let your cheese slide to one side, your toppings get un-topped, or your boxes get flipped, so we're helping to pave towns across the country to save your good pizza from these bad roads.” Who isn’t going to jump on that bandwagon?

For every pothole Domino’s helps fill, they are leaving behind a permanent promotional mark. And, let’s face it, one of the most important factors in the chain’s growth is the distinctive look of their logo, which contains the three dots on the dice. The three dots symbolize the three original locations.DominosPotholeLogo.jpeg

The company says it has repaired more than 200 potholes (so far, most are in Athens, Ga., with 150 filled).

To nominate your city or town, visit PavingForPizza.com and if your city is selected, Domino's will send grant money to help road crews repair your roads.

Bravo, Domino’s, Bravo.