Designs by Devin

Here in Northern Virginia we have started receiving telephone marketing messages from our local Domino's Pizza. It isn't bad enough that they felt they could violate my trusting them with my contact information, but they had the audacity to call my home phone, my cell phone and my wife's cell phone. Upon calling the manager to complain and ask to opt-out of marketing messages, the manager apologized for hitting all of our numbers. (Apparently the automated marketing message system was supposed to correlate our address to all three numbers and pick just one number.) I dutifully accepted his apology but explained that the punishment for such a marketing blunder is the loss of our business and my sharing my experience on my blog.

Having worked for Domino's Pizza in college I know their management understands word-of-mouth advertising is stronger than the latest promotion. I also know that the majority of their customers don't use whatever promotion is going on because it doesn't quite "fit" the tastes and preferences of the average household. I remember studying a market survey in college that showed that despite promotions, you generally find the same things in a family's pantry and by extension the same things in their check-book register on a recurring basis. We are generally creatures of habit. For Domino's Pizza that translates into the average household ordering a large, two-topping pizza.

I'm wondering, “What marketing firm convinced the Upper Management at Domino's Pizza to betray the trust of their customer base?” Regardless, so long Domino's Pizza. Hello, Papa John's Pizza.