For the past few years, Domino’s Pizza (NYSE: DPZ) has been known for its clever marketing campaigns that have kept it ahead of the crowd.
It’s been outlandish and entertaining, to say the least. But it also keeps the Domino’s brand on the mind of customers instead of its competitors.
Well, the company is at it again with another interesting marketing campaign…
On Monday, Domino’s announced that it would be paying to fill potholes in towns across the U.S.
This is an interesting turn for a delivery service. It’s giving the company some good publicity while fixing some of America’s decaying roads.
The company is already working with local governments in Bartonville, Texas; Milford, Delaware; Athens, Georgia; and Burbank, California.
Russell Weiner, the president of Domino’s USA, said in a statement:
We don’t want to lose any great-tasting pizza to a pothole, ruining a wonderful meal. Domino’s cares too much about its customers and pizza to let that happen.
Domino’s also announced that it would be accepting nominations of towns to fix potholes in. And ever since, its Facebook page has been bombarded with requests from people nominating their own towns.
At the same time, this sheds an embarrassing light on the U.S. The roads in America are so bad and are being ignored so much that they have to be filled in by a pizza delivery company.
It probably wasn’t Domino’s intention to bring America’s infrastructure into question with its new marketing campaign. But it did.
It’s the government’s responsibility to repair our roads. Not to mention, road repairs are paid by us, the taxpayers.
The American Society of Civil Engineers (ASCE) estimates that the U.S. would need to spend $4.5 trillion by 2025 to fix its ailing infrastructure. And $2 trillion of that would be for roads and streets alone.
It’s not that infrastructure repairs haven’t been on the government’s agenda. President Donald Trump’s plan to fix America’s infrastructure has had some difficulties getting through Congress. The plan also relies on funding from tolls and local funding, rather than budgeted federal dollars…
Domino’s Saving Your Roads and Your Pizza
Domino’s has achieved its goal of bringing attention to the company. And it’s also brought some much-needed attention to America’s crumbling infrastructure.
Naturally, all the attention has a lot of people talking. For some, a pizza chain stepping up in areas where the government is falling short feels like a dystopian solution.
The company decided to take a new approach when it came to how it wanted to market itself. Domino’s has had an “honesty is the best policy” approach with the public.
In December 2009, the company released an ad campaign where it publicly acknowledged that its product was of subpar quality. It announced to the public that it realized its product wasn’t the best but that it had been working to improve what it had to offer.
This approach turned the company around. And it’s been paying off ever since…
The pizza chain has seen massive growth since 2010. And it’s worth mentioning that as of June 11, 2018, the company’s shares have risen 3,163%.
Domino’s continues to have clever and witty ad campaigns. And it’s incorporated technology into its business to make it easier for customers to place orders. You can now use Twitter, Amazon’s Alexa, Google Home, and an Apple Watch to order a pizza from the company.
Domino’s opened up a lot of outlets to its customers so they’d have options for how to order pizza. This was in response to the company noticing that most people weren’t using their phones to call in and place orders for delivery.
As long as Domino’s stays innovative and continues to put out entertaining ad campaigns, the company should keep seeing a rise in shares and a rise in growth.
Until next time,
Jennifer Clark
Pro Trader Today