Domino's to deliver in 30 minutes ...or more?

The pizza chain is swearing off its reputation for quick service, hoping customers equate longer preparation time with better quality.

By Aimee Picchi Mar 26, 2013 4:24PM

Domino's Handmade Pan Pizza (Credit: PRNewsFoto/Domino's Pizza)This might be a hard one for pizza lovers to swallow. 


Domino's Pizza (DPZ), which gained fans and built market share with its "30 Minutes or Less" delivery guarantee, is swearing off quick service, according to Advertising Age. Instead, it wants to convince consumers that slower preparation and delivery time means quality.


"Domino's used to be all about speed. Not anymore," says franchisee Robert Gavitt in a new advertising campaign for the chain.


Part of the reason for the new approach is tied to Domino's push into pan pizzas, as it seeks to dethrone Yum Brands' (YUM) Pizza Hut. Domino's, with $6.9 billion in annual sales, trails pie leader Pizza Hut, which has $11.2 billion in sales, according to Pizza Today.


The slowdown might come as a shock to hungry college students and harried families as they count down the minutes until their pizza arrives. But Domino's Chief Marketing Officer Russell Weiner says that its research discovered customers actually associated slower order-to-delivery times with better-tasting pizza, according to the publication. 


"What we recognize is that no matter how much we talk about quality, [some consumers] feel like speed of making pizza does not equal quality," Weiner told Ad Age.


So given the talk about quality pizzas requiring more preparation, one would think that Domino's new pan pizzas would need a good chunk of  time before meeting their customers. But that's not so. 


The pan pizzas only require about one minute longer to cook than regular pies, Weiner told AdAge. 


"This is only a minute, but this is probably the most difficult minute for Domino's," he said of a slower conveyer belt that carries the pan pies. 


As for the "30 Minutes or Less" guarantee, that was actually dropped by Domino's in the 1990s, after the chain was sued by a woman who suffered severe injuries in a 1989 accident caused by a Domino's delivery driver. 


--Aimee Picchi owns shares of Yum Brands but hasn't traded the stock in at least 12 months. Follow her on Twitter at @aimeepicchi.


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71Comments
Mar 26, 2013 7:53PM
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Buy from your local pizza parlors.......time to end over priced, bad quality, poorly made, chain stores
Mar 26, 2013 5:56PM
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Until Domino's Pizza managers stop getting bigger bonuses through lower food costs-which results in cheating the customer of the food that the customer buys-there will be no difference between 20 minutes and 40 minutes for delivery. It is still a crappy pizza.
Mar 26, 2013 6:27PM
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Back in my younger days I knew 3 people that worked at a Domino's.  They told me a little secret once.  You know how they charge you extra for each topping you pick?  In reality, they only put X amount of topping on a pizza, no matter how many toppings you order.  You order a pizza with 3 toppings, thinking this pizza is going to be piled high, but they cut back the amount of topping they give you by 1/3rd of each topping.  After the first topping you're getting ripped off.   
Mar 26, 2013 7:15PM
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Just a way to slow down delivery times and enabling the use of less drivers.  Smoke and mirrors, and people will stop buying.
Mar 26, 2013 6:52PM
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No good pizza here anymore.  Dominos and Pizza Hut ran the independent places out of business. The last time I stopped at a Dominos, one of their workers was standing there picking his nose. I will never buy from them again.
Mar 26, 2013 5:54PM
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Domino's destroyed Pizza ! Before Domino's there was good pizza at most shops but they started the price war. They used the cheapest cheese, sauce, and dough and sold their cardboard pizza for less than everybody else. All the other pizza places had to compete so they switched to the same cheap ingredients to match the price. Now every Pizza shop has the same foul tasting cardboard Pizza. You can't even tell the difference from one shop to the next. It's all just crap ! There are 18 year olds who have never in their lives tasted good pizza, they don't even know what really good pizza tastes like. Such a shame. I used to love pizza but now someone buys one and offers me a piece and I'm not even tempted.
Mar 27, 2013 8:41AM
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so is this to say it is going to take longer to make the exact same pizza than it used too?
Mar 26, 2013 6:39PM
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I equate Domino's Pizza to cardboard. It was like that the first time I tried it and the last time I tried it.  No taste at all, and it was like a treasure hunt trying to find the Pepperoni  and Green Peppers I asked to be added on the pizza. 


Mar 26, 2013 10:24PM
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last 5 years the only pizza I order is Papa Murphys and go pick it up and cook it myself or buy from our local Brewery city pizza (Olympia) which put the Pizza hut AND Dominoes out of business only three blocks away.
Mar 26, 2013 6:27PM
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Dominos needs to look back at their venders they had in the early to mid 1980 and make their pizza the way they did in that era.Until then their food is crap. They need to do exactly what they did in the early 80 to be sucessful again.I hope some big wheel from Dominos reads this because this is their only way out in my opinion.They had the best pizza around at that time.Sometimes old ways are better ways.Please look back at your old records Dominos and you will be the best again.
Mar 26, 2013 5:28PM
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Doesn't matter, Dominoes still won't be worth a s**t. Bought one of their specialty sandwiches a while back. What a joke that was. Figured I would try them again, but after that, forget it.
Mar 26, 2013 7:02PM
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domino's used to be ok but lately their pizza sucks.
Mar 26, 2013 6:23PM
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I think there's more flavor in the cardboard box those things come in.  HOWEVER.....I'd rather try & eat a week-old Domino's pizza than stumble into another Chuck E Cheese........I'm a Round Table Pizza fan going back to the early 1970s.    I've never understood the 30 minute 'rule' myself.   It's obviously going to be a pizza that's been sitting around in a warmer ( and therefore READY to head out the door immediately )....plus most of the delivery drivers are probably under 20 years old.   Hardly experienced on the road.  Do we really want these inexperienced drivers racing thru the streets....just to get the pies to their destination under 30 min.? 
Mar 26, 2013 6:18PM
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My wife makes the best pizza. There is one ingredient that the pizza stores cannot put into their pizza and that is love.
Mar 27, 2013 10:20AM
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There are like over 20 pizza places in my area. Most are better than those 2.
Mar 27, 2013 1:38AM
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Pizza Hut may have higher sales overall, but they are not comparing them fairly.  Dominos has hardly any stores that offer a sit-down experience...they are delivery only.  Compare Dominos delivery/pick up business to Pizza Huts to get a fair comparison.
I used to work with Dominos marketing.  When Pizza hut came along people lived it, because they remembered the in store dining...but that is not what they were actually getting (A totally fresh on the table out the oven pizza) --they were getting one that had been out for 20 minutes or more.  I have always found Dominos pizza to much hotter when it arrived and fresher.
That sad (Now that I don't do Dominos Marketing and haven't for years)  Dominos is one nasty freaking pizza!!  I hated it then but could not admit it!  But Pizza Huts Delivery Product is even worse.
We order from a local independent.  Much better
Mar 26, 2013 5:39PM
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I've had their shitty pizza, it better get a whole lot better if it can't get to you in 30 minutes
Mar 26, 2013 7:03PM
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Wait a second. Not all managers are getting any bonuses. Just look at the track record of Harry and Debbie Nelson in Baraboo Wisconsin. They are the owners of two Domino's. One in Baraboo and one in the Wisconsin Dells. They have been bullsh#ting workers since their existance. They are not giving out bonuse's for nothing. That is par with the corporation. They ran adds saying why would you want frozen dough! In their commercial they used their own frozen dough to make their commercial. Every time you buy a deep dish from them you are getting half frozen pre-madecardboard. Plus because it does not sell the greatest it could have been in the cooler for six months. Not to mention how long it sat in a freezer somewhere. Now you know the rest of the story.
Mar 26, 2013 7:48PM
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Domino's?

 

Hmmm.

 

fuc um fuc um all

Mar 27, 2013 10:30AM
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Oh my.  I thought the slow down was because he had to lay people off because of Obamacare.  This guy is so full of it and himself.  I don't know why anyone even buys their pizza because it tastes awful.  Any local "genuine" pizza maker will make a much better pizza for you...with a personal touch.
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