- Domino’s Pizza has enlisted TV personality Simon Cowell for an ad campaign that debuts Aug. 19 and promotes new quality control measures on the chain, in line with a press release.
- Cowell dons the cap of quality captain, reviving a tough-as-nails judge persona made famous on shows like “The X Factor” and “American Idol.” In the spots, Cowell offers withering criticisms of pizzas right down to details like topping distribution before the staff get the pies excellent.
- Domino’s is appointing in-store quality captains to fastidiously check on orders. The strategy comes as diners have gotten pickier about quick-service restaurants as they grapple with rising prices.
Cowell is again sitting within the judge’s chair, this time behind a metal kitchen counter. Domino’s is leveraging the TV star’s infamously blunt assessments, normally reserved for reality competition shows, to emphasise more stringent standards enforced by staff acting in new quality captain roles. The brand’s agency of record WorkInProgress led development of the campaign, which is running on TV, digital and other channels, while Maggie Carey handled directing duties.
Putting ads behind quality captains is an element of Domino’s bid to take “operational excellence to the following level,” Senior Vice President and Chief Brand Officer Kate Trumbull said in an announcement. Quality captains will ensure pizzas have the proper toppings and add-ons like dipping cups before heading out the door.
Consumers have develop into vocal criticizing QSR chains they perceive as falling below expectations and never delivering on value. Brands like Chipotle have faced accusations that they skimp on portions, with customers going so far as to film orders throughout the preparation process to pressure staff into heaping on enough food.
Domino’s is thought for billing itself as a tech company that happens to sell pizza, but the extra human oversight could reassure wary diners. Other QSRs are experimenting more with automation to enhance efficiency, with some lackluster results.
Domino’s saw revenue increase 7.1% yr over to $1.1 billion in Q2, roughly in step with Wall Street’s expectations. The company has been focused on driving more repeat visits. It launched a revamped loyalty program last yr that has been successful to this point in attracting members.
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