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Saturday, January 5, 2013

Domino's Pizza

One just cannot miss this sign ! And believe me any time is pizza time! And have you noticed it is always the 11th hr snack or meal.,once you order the the count down starts and you want it NOW. Just can't waite for it to be delivered. And this was the USP of the slogan for some time

30-minute guarantee

Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas within 30 minutes of placing an order, or they would receive the pizzas free. The guarantee was reduced to $3 off in the mid 1980s. In 1992, the company settled a lawsuit brought by the family of an Indiana woman who had been killed by a Domino's delivery driver, paying the family $2.8 million. In another 1993 lawsuit, brought by a woman who was injured when a Domino's delivery driver ran a red light and collided with her vehicle, the woman was awarded nearly $80 million, but accepted a payout of $15 million. The guarantee was dropped that same year because of the "public perception of reckless driving and irresponsibility", according to Monaghan.

In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to the earlier pledge but stopping short of promising delivery in a half hour.

 Domino's Pizza is the second largest franchised pizza chain in North America, with 8,000 stores in 54 countries. The now familiar red, white, and blue box with the two/one domino has become an icon. Started by Tom and James Monaghan in Ann Arbor, Michigan, the company soon began selling franchises across the United States.

The pizza industry advertising is slathered with slogans, some memorable, and some not. But studies show that even the best slogans don't always equate to high sales, and that those companies that are the busiest don't always have the best slogans.

Perhaps the most infamous pizza slogan of all, "Better Ingredients. Better Pizza." landed at the center of a tumultuous legal battle between Papa John's and Pizza Hut that raged from 1998 to 2001 and went as far as the Supreme Court

Little Caesar's: Pizza! Pizza!
Simplicity and symmetry are highly effective in Little Caesar's slogan, which is the shortest — and oldest — on the list.
"This slogan uses simple repetition of the key word to make its point," Huber remarked.
"The use of the exclamation mark in print and the exclamatory intonation in the spoken version, along with the repetition implies, 'Pay attention to these words — there's something important you need to know.' It has the fewest and simplest words of all the slogans. There's a rhythm and humor to the word pizza that is emphasized by saying it twice."

Domino's Pizza: Get the Door. It's Domino's!
Of all the slogans surveyed, Ann Arbor, Mich.-based Domino's tagline got the most enthusiastic review.
"This slogan differs from all the others in a number of ways," Huber said. "First, it is comprised of two syntactically complete sentences instead of phrases. Second, it includes an attention-getting command that speaks to the reader/listener directly. Third, this slogan uses the name of the brand, Domino's. In that way, it stands out and is, perhaps, 'stickier' despite the extra words ('the' and 'it's') and lack of syntactic or semantic or rhythmic balance."
"People attend to messages that have relevance to their personal lives," said New. "This ad suggests a connection between pizza and your busy life; it is at the door.

* Ref for this post pizza market place.com.



Photo credits Ravi shivram

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