I never think about eating a Domino's pizza as a moment I want to treasure. Delivered pizza is about convenience and speed. The food quickly arrives, is quickly eaten and quickly forgotten. It's simply a buffer of calories until the next meal.
But Domino's wants me to stop and smell the pepperoni. As an extension of its Pizza Turnaround campaign, the pizza shop is attempting to shed some light on the world of food staging. It's launched a new contest, Show Us Your Pizza, in which user submitted photos of actual delivered pizzas are being posted online.
The campaign can't escape reality. There are photos of grease-stained pizza boxes -- the natural result of a pie sitting in a pizza delivery guy's car. There are also gorgeous, artful shots of pizza. The trouble is that these look too good. The lighting is great and the resolution is perfect. The pretty shots clearly took a lot of work, the kind that looks ... staged.
The last time Fat City took a shot of a Domino's product -- we ended up with this. Everything about Domino's is disposable. Your greatest strength, Domino's, is that I don't think about how awful you made me feel the last time I ate you. By calling more attention to your pizza, you're just asking me to take a closer look at our relationship.
And while you think that may help me commit, you're just going to end up jilted for Pizza Hut or Papa John's. Because at least with those pizza places, I don't have to pretend that they're pretty or interesting. Instead, I can just mindlessly stuff my face until the next time I call them late at night, when I'm feeling pizza deprived.
[Image via Flickr: the pizza review]
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