Domino's: Don't Mess With Artisan Pizza Toppings

Domino's Pizza begins a new ad campaign Thursday. The company is so confident in its pizzas that the ads say customers will not be allowed to change the toppings on any of its new artisan line of pizzas.

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RENEE MONTAGNE, HOST:

And our last word in business today is cardboard to classy.

Today, Domino's Pizza is hoping to complete its rebranding as a place that does not sell lousy pizza. The effort started a couple of years ago when the company actually criticized itself in ads like this one.

(SOUNDBITE OF DOMINO'S PIZZA AD)

UNIDENTIFIED WOMAN: Domino's Pizza crust, to me, is like cardboard.

STEVE INSKEEP, HOST:

That campaign with video from real focus groups was part of a promise by Domino's that it would dramatically improve its product. Now a new set of ads out today suggests Domino's Pizza thinks it delivered on the promise.

Domino's is now so confident in its pizzas that the ads say, you will not be allowed to change the toppings on any of its new artisan line of pizzas, like the chicken bacon carbonara.

MONTAGNE: In the ads, a voiceover notes that the company has spent years, quote "perfecting the balance on its artisan crust toppings." It's rare that a company claims to give customers less of a choice, but last year, in the midst of its up market rebranding effort, Domino's saw its earnings jump by 20 percent.

And that's the business news from MORNING EDITION on NPR News. I'm Renee Montagne.

INSKEEP: And I'm Steve Inskeep.

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