Dominos Pizza and Their 30 Minute Delivery Promise
Dominos Pizza is one of the largest pizza restaurant chains in the world with around 8,500 franchised and corporate stores in all 50 states of the United States and 55 countries. The company was originally launched as a small pizzeria in Michigan by two brothers with a big dream. The company is always trying out new tactics to get customers to order pizza from them and their 30 minute guarantee was one of their best. In the year 1973 Dominos Pizza roled out a creative new ad campaign which guaranteed that their customers would get their pizza within thirty minutes of placing their orders, a very innovative idea at the time. They promised their customers that if their pizza was delivered more than thirty minutes after placing their order, then it would be free.
In the mid 1980's the free pizza offer had to be replaced with a discount of $ 3 because of an increasing risk of drivers breaking traffic laws in an attempt to get the pizza delivered on time. Just try imagining a car with a Dominos sign placed on its roof gunning it through red lights, probably not the kind of advertisement the company had been looking for. But can you blame the drivers? Dominos ever changed its rules and stopped holding its drivers accountable for any sort of late deliveries. In 1992, tragedy stuck and Dominos was sued by the family of a young woman who had been killed by one of their quick pizza delivery drivers, they won a total of $ 2.8 million and in 1993 the company had decided to drop their 30 minute guarantee. In 2008, the company began advertising its thirty minute delivery or free pizza offer again, but if you took care to read the small print it states that it is only an estimate. Their original offer that had started in 1973 is currently being promoted in seven other countries which includes Brazil, Chile, India, Indonesia, Lebanon, Mexico and Turkey.