Teaching the competition what pizza should be
In the United States, Domino's competitors had begun to lose sight of what pizza should be, adding more and more crazy items to their menu in hopes of attracting new customers, such as bacon-wrapped crusts, corn chip crumbles, pretzel flavoring, nacho cheese, sugary drizzles, and more. To make matters worse, they also use frozen dough for their "hand-tossed" pizza. Domino's could not stand by and let this happen to pizza any longer. They needed to prove what they believed in: gimmick-free pizza made with fresh dough.
Case study VIDEO
From hot dogs and curry powder to sugary drizzles. How did these become normal toppings? To highlight the deluge of gimmicky pizza toppings the category uses to get customers in the door, Domino's tackled the competition head-on.
We transformed a 70-foot semi-truck trailer into a mobile Domino's Pizza School, complete with dough and saucing stations, cheese and toppings make lines, and an oven. We then brought it right to the front door of our competitors who have lost their pizza-making ways by using frozen dough and adding gimmicky toppings, drizzles, and crust flavorings to their menu. Once set up outside, we invited our competitors' pizza makers into the classroom to learn how Domino's makes a pizza – with fresh dough and without gimmicks – and gave them a Domino's Pizza School Diploma upon completing the course.
PIZZA SCHOOL GRADUATION
For Pizza Hut employees that made it through the Domino’s Pizza School. We gave them a diploma, one that they could use to get a job a Domino’s now they know how to make a handmade pizza.
OVER 10 PIZZA HUT EMPLOYEES ENROLLED IN DOMINO’S PIZZA SCHOOL
EDUCATING EVERYONE on HANDMAKing A DOMIno’S PIZZA
We created an online Pizza School Campus to help everyone learn what makes a Domino’s Pizza. We created a series of educational films from Dough to Toppings.
FUN FACT:
The website was also made by hand too, we built the pizza school campus made of pizza boxes that we cut out to create the world.
LinkedIn Certification
Those who finished learning about making Domino’s Pizzas were rewarded with a LinkedIn Certificate for those always looking to show off their new skills.
