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Domino's Taking Unnecessary Risk By Putting Down Its Phone Ordering Option

LOS ANGELES, January 15, 2014 () – Although I’ve done some copywriting in my day, I don’t have a marketing background. So admittedly, I’m not intimately familiar with the ins and outs of what goes into coming up with a marketing campaign.

That said, I’m really confused by Dominos Pizza’s recent TV commercial highlighting its online ordering service at the expense of putting down its phone ordering.

If you haven’t seen the commercial, here’s a quick summary: A Domino’s worker is shown having trouble handling phone orders while the narrator talks about the pizza chain’s problems with handling such orders. The narrator then segues into how great the company’s new online ordering is.

So here’s my question: Why put down your own phone ordering service? How can that do any good? Granted, the goal is to push people to the website. I get that. But why do so at the expense of another service that you’re going to continue to offer for the foreseeable future (if not forever)?

Now admittedly, the ad puts Domino’s phone ordering in a humorous light so many viewers will likely not take the putdown seriously. But again, why take the chance? People still order pizza over the phone so no good can come from taking the risk that people will get the wrong idea.

I have no doubt that Domino’s new online ordering works well. But surely its marketing team could have come up with something better.

Nevin Barich is the Food & Beverage Analyst for Industry Intelligence. He can be reached at

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