Monday, October 22, 2012 at 10:21 a.m.
Pizza is awesome. Even more so when it's free. In celebration of national pizza month--yes, there is such a thing--Domino's in Dade and Broward counties are giving away free pizza. Sorry, Palm Beach.
The company wants to spread the word about the new Handmade Pan Pizza. This time Domino's has decided to come up with a different strategy from the 2009 ad campaign, in which they claimed to have reinvented the pie.
On Tuesday, from noon to 4 p.m., 65 local Domino's stores will be giving out free pizzas. The company plans to give out 13,000 new slices of the Handmade Pan Pizza to the first 200 people who visit the store. Click here to find one.
According to Ron Brezzell, South Florida Domino's Pizza Director of Corporate Operations, "Our menu continues to expand and get better because we've been listening to what consumers want. The proof is in the tasting with this one, and we can't wait for our fans and customers to give our new Handmade Pan Pizza a try. We are thrilled to introduce this delicious new product to many of our customers in South Florida for free."
Domino's has seemed to learn its advertising lesson from its last campaign. In 2009, the company pretty much admitted that their pizzas were nasty. The company claimed to be using higher quality herbs, a new and improved crust, and "real cheese." The efforts to change the companies image continued with a taste test including approximately 1,800 consumers testing Domino's new pizza with other major brands. Consumers actually did chose the new Domino's by a wide margin. Followed by a "Taste Bud Bounty Hunter" promotion, which asked customers to convert friends into Domino's followers for the chance to win free pizza for a year.
The taste test, the "Taste Bud Bounty Hunter" promotion, and admission of mediocrity were all part of Domino's platform of transparency
, which engaged consumers in the company's attempts to rebrand. According to the company, the rebranding worked, as Domino's sales gain in individual stores reached 14.3 percent--at the time, the highest per same store gain ever recorded. The next quarter's quarterly profit increased by 55.7 percent -- $22.6 million.