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

  • Playlist
  • Download
  • Embed
    Embed <iframe src="" width="100%" height="290" frameborder="0" scrolling="no">
  • Transcript

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.


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.


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


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.

Copyright © 2012 NPR. All rights reserved. Visit our website terms of use and permissions pages at for further information.

NPR transcripts are created on a rush deadline by a contractor for NPR, and accuracy and availability may vary. This text may not be in its final form and may be updated or revised in the future. Please be aware that the authoritative record of NPR’s programming is the audio.



Please keep your community civil. All comments must follow the Community rules and terms of use, and will be moderated prior to posting. NPR reserves the right to use the comments we receive, in whole or in part, and to use the commenter's name and location, in any medium. See also the Terms of Use, Privacy Policy and Community FAQ.