Most chain restaurants faithfully stick to their classic, tried and true recipes. Why not? As the saying goes, “If it isn’t broke, don’t fix it.”
Customers were bailing, reviews were poor, and survey results were abysmal, with comments like “cardboard”, “flavorless”, and “worst excuse for pizza… ever” being offered up by the pizza-eating public.
In late December, 2009, Domino’s launched a new web site, PizzaTurnaround.com, and backed it by a national TV ad campaign themed “Oh Yes We Did!”
The campaign was a way to promote their solution to what could have eventually became a calamitous problem for the former fastest-growing chain in America.
“There comes a time when you know you gotta make a change,” says Patrick Doyle, President of Domino’s Pizza, in a recent YouTube video.
What was the change? The Ann Arbor, Michigan-based restaurant did something considered taboo in the food business: they re-invented their recipe.
After experimenting with ten new crust types, dozens of cheeses, fifteen sauces, and a variety of herbs, spices and other seasonings, Domino’s has hit on what they believe to be the next great thing in delivery pizza.
Best of all, and as an incentive to draw in customers, Domino’s is offering a two-topping medium version of their new-and-improved pizza for just $5.99, takeout or delivery (limit two). Given that you can feed a family of five for less than $12, this definitely qualifies as cheap eats!
The jury is still out on that one. Domino’s new recipe definitely represents a big leap forward in flavor, and you would be hard-pressed to have anyone describe it as “flavorless” now.
The crust is graced with garlic and herbs and tastes like something between Texas toast and an Olive Garden breadstick (in a word: yum). The sauce has a nice rustic punch to it thanks to some red pepper, and the cheese is fresh and soft, with none of the rubbery qualities previously bemoaned by critics.
Price is also a consideration, with Domino’s economical $5.99 two-topping being 20-40% less than some of Nashville’s one-topping pizza pies.
In short, the new Domino’s Pizza is worth a try. At this super-frugal price for delivered pizza, it’s hard to beat.
If it fails to meet your expectations for pizza goodness, Domino’s is offering a money-back guarantee. But given the flavorful commentary gracing Domino’s own Twitter and Facebook pages in response to the new taste, you probably won’t need to take them up on that.