…And they also make some of the suckiest pizza in the world. (Stay with me, folks – Bad Andy comments are forthcoming, I promise!)
[rant=mild]
I’m not absolutely certain, but isn’t the whole point of a franchise to provide a uniform product identified with the franchise name no matter where the franchise is located? When I walk into McDonald’s, I don’t expect a fine dining experience, but I do expect the burgers, fries, etc., to look, feel, smell, and taste a certain way. Same thing with Kentucky Fried Chicken. I’ve had KFC on three continents, and the product was remarkably uniform (the pieces were smaller in Korea, but I expect they use smaller chickens).
Domino’s, on the other hand, can be excellent in one place and awful in another (mind you, my benchmark for franchise pizza is Pizza Hut – not the very best, but uniformly palatable wherever I’ve been). If Dominoes has any corporate standards for their product, they are either not being enforced or they need new standards. Their current standard seems to allow quite a bit of variability from one restaurant to the next. Heck, there’s a lot of variability from one menu item to the next. The local Domino’s makes a fairly decent thin-and-crispy pizza, but anything else is simply bad (awful is too dignified for these unpalatable discoids).
Bad Andy might be an effective ad campaign if I were already predisposed towards Domino’s pizza. Good product (when widely known to be good) can overcome bad marketing. Bad product (which it is in many markets) will undermine any ad campaign. Sure, you might try it once because of your new brand-awareness, but if you know you don’t want the product, a cute ad with a furry puppet who sabotages the product will not change your mind.
If Domino’s wants my business, they should do an ad where the manager walks in, discovers Andy messing with the pizzas and shouts “So that’s why I’ve been getting all those complaints!” and proceeds to wipe up the floor with Andy and firing all those slackers who’ve been hiding him from the boss. He would then turn to the camera and say[ul]“We at Dominoes would like to apologize for our recent quality problems. We’re making great strides to improve our pizzas and we’ve even decided to burn Andy in atonement.”
[Pauses to ignite the now quiescent puppet.]
“Please try us again.”[/ul]Domino’s franchises could tie into the campaign by burning Bad Andy in effigy at each outlet. They could even have a drawing to see who gets to put the match to the little stuffed annoyance.
[/rant]
~~Baloo