Video: Did You Know That Domino's and Subway Are in a Food Fight?
Domino's Pizza CEO Burns 'Cease and Desist' Letter in Tongue-in-Cheek Ad
To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/dominos/36735/
Domino's has not only refused to pull the work, it has responded by
launching a new TV spot featuring Chairman and CEO
"This is as much fun as a good, old-fashioned school cafeteria food
fight," joked Brandon. "We're flattered that Subway would consider us a
threat, since we're still new to the sandwich game -- but we also thought the
best way to respond to their letter was in an irreverent fashion. I think I
did what any red-blooded American always wants to do with a letter from a
lawyer: burn it to a crisp." The 30-second version of the commercial aired for
the first time last night,
Brandon agreed to be featured in the ads from agency Crispin, Porter + Bogusky for the first time in his 21-year history as a corporate CEO, and in his 10 years as Domino's chief, "This seemed like a great way to wave the Domino's flag and tell our customers that we make the tastiest sandwiches around, as well as being recognized for going on 50 years as the world leader in pizza delivery. So we poked a little fun, because we try not to take ourselves too seriously. However, we could never be mean or nasty. Mostly because it isn't our style -- and, because my mom would never forgive me!"
Oven Baked Sandwiches from Domino's Pizza were preferred by consumers over industry leader Subway's by an incredible 2-to-1 margin, based on independent taste tests conducted throughout the country in late 2008. In addition to high-quality ingredients like all-white meat chicken, salami, provolone cheese, and tasty artisan bread, the appeal may be the fact that Domino's line of oven baked sandwiches are just that: fully-baked at 450 degrees in a large pizza oven, not heated up in a toaster or something that resembles a microwave.
Taste preference based on a national taste test by an independent research company of Domino's(R) Oven Baked Sandwich varieties -- Philly Cheese Steak, Chicken Bacon Ranch and Italian versus comparable Subway(R) Fresh Toasted Sandwich varieties -- Steak & Cheese, Chicken & Bacon Ranch and Italian BMT.
About Domino's Pizza(R)
Founded in 1960, Domino's Pizza is the recognized world leader in pizza
delivery. Domino's is listed on the NYSE under the symbol "DPZ." Through its
primarily locally-owned and operated franchised system, Domino's operates a
network of 8,726 franchised and Company-owned stores in the