Domino’s CEO Goes Undercover to Celebrate New York Style Pizza with the Toughest Pizza Critics

Domino’s knows not every customer has a favourite type of pizza crust. That’s why the brand launched New York Style Pizza in April. Now, to celebrate this new product innovation and make sure the new New York Style Pizza passed the test with the toughest of critics - New Yorkers - Domino’s CEO Russell Weiner went undercover as a focus group moderator. Domino’s launched a new spot from the campaign titled, “The Domino’s Pizza for People Who Don’t Like Domino’s Pizza”.

“At Domino’s, we’re always listening to our customers and creating options for everyone, no matter what their preferences are,” said Domino’s CEO Russell Weiner. “And as a native New Yorker, I wanted our new pizza innovation to pass the ultimate taste test from my fellow New Yorkers”. 

“It was important for us to put ourselves in the room with consumers to see if they love it,” added Kate Trumbull, senior vice president – chief brand officer at Domino’s. “We wanted to create a pizza that New Yorkers will love.”

In the spots, which were directed by Henry Alex Rubin, focus group participants are pleasantly surprised with Domino’s new New York Style Pizza and can be heard stating:

•  “If I were marketing this, I would just call it New York pizza”- Gregory 
•  “I feel like everybody would be surprised that it is a Domino’s pizza.” –Keila. 

"Russell didn't just play a focus group moderator on TV," said Matt Talbot, co-founder and chief creative officer of WorkInProgress. “He led multiple real focus groups for hours over a weekend because he cares about what consumers have to say, good or bad, and was excited for people to try his favourite Domino's pizza, the new New York Style."

The campaign will run from today through September 29th, 2024.