Corporate America must have a really low opinion of the typical American consumer. I can't say I blame them, but still it's insulting. For example, an article in the Business & Finance section of today's Wall Street Journal reports on how Domino's Pizza aims to lure new customers with its first rebrand in 13 years.
Before I go further, let me say that I asked my focus group of Domino pizza-haters, a.k.a. my husband, what it would take for him to change his opinion. Mitch was ready with quick answers: "Free delivery. Two-dollar pizzas. Better pizzas. And meatballs."
"You mean a meatball pizza?" I asked in order to clarify. "No, just meatballs. I like meatballs," he replied. With the exception of the last one, his answers made perfect sense. But that's nothing at all like what Domino's is planning.
Their rebranding will consist of brighter colors on the pizza box, a new jingle in their ads featuring country music star Shaboozey, and a thicker font in their logo. And if you order a pizza with a stuffed crust, it will arrive in an "upgraded, elegant black and gold box" instead of the ordinary red, white and blue they've used until now.
Anyway, as I said at the beginning, it's insulting. Like they think we care what color those used pizza boxes encrusted with melted cheese and grease are for storing our family heirlooms and important papers. Also, I hate thick fonts and I never heard of Shaboozey.
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