Domino’s Doesn’t Back Down In Sandwich Skirmish

AdAge.com:

The desire to burn harshly worded letters is nothing new, but Domino’s decided to do it on national TV on Wednesday in prime time during Fox’s “American Idol.”

The pizza chain, which is fighting to gain a foothold in the sandwich business, launched a taste-test campaign in December claiming that consumers preferred its subs over Subway’s by a two-to-one margin.

“We felt like the best way to tell people that we have this fantastic sandwich was to compare us to the folks known for making subs,” said Domino’s Chief Marketing Officer Russell Weiner. Domino’s conducted the taste test before the launch. The results were so staggering that “we had to read them three times,” he said.

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