The Last Word In Business

Transcript

RENEE MONTAGNE, HOST:

And our last word in business today is cardboard to classy.

Today, Domino's Pizza is hoping to complete its rebranding as a place that does not sell lousy pizza. The effort started a couple of years ago when the company actually criticized itself in ads like this one.

(SOUNDBITE OF DOMINOES PIZZA AD)

UNIDENTIFIED WOMAN: Dominoes Pizza crust, to me, is like cardboard.

STEVE INSKEEP, HOST:

That campaign with video from real focus groups was part of a promise by Dominoes that it would dramatically improve its product. Now a new set of ads out today suggests Dominoes Pizza thinks it delivered on the promise.

Dominoes is now so confident in its pizzas that the ads say, you will not be allowed to change the toppings on any of its new artisan line of pizzas, like the chicken bacon carbonara.

MONTAGNE: In the ads, a voiceover notes that the company has spent years, quote "perfecting the balance on its artisan crust toppings." It's rare that a company claims to give customers less of a choice, but last year, in the midst of its up market rebranding effort, Dominoes saw its earnings jump by 20 percent.

And that's the business news from MORNING EDITION on NPR News. I'm Renee Montagne.

INSKEEP: And I'm Steve Inskeep. Transcript provided by NPR, Copyright National Public Radio.