While Country Time is protecting kids’ rights to sell lemonade, Domino’s is on a mission to make smooth rides for its consumers.
The pizza chain recently announced that it was fixing potholes and bumpy roads to make it easier for customers to get their pies back to their homes without damage.
Potholes, cracks, and bumps in the road can cause irreversible damage to your pizza during the drive home from Domino’s. We can’t stand by and let your cheese slide to one side, your toppings get un-topped, or your boxes get flipped. So we’re helping to pave in towns across the country to save your good pizza from these bad roads.
On Thursday, Domino’s tweeted:
Potholes ruining your carryout ððð experience?
Since flying cars aren’t a thing yet, we invite you to nominate your town for a chance to be selected to receive funds for fixing potholes near you at https://t.co/S4cNv4ZmHI pic.twitter.com/cLwq8nUUPW
— Domino’s Pizza (@dominos) June 13, 2018
[FREE REPORT: The Future of the Role of the PR Pro]
Domino’s will provide grants to up to 20 towns, according to Jenny Fouracre, a spokeswoman for the brand. Each town will receive the same amount of money, but Fouracre declined to specify how much.
“We care about our customers and how we can make their experience better, we often try to focus on existing tensions that could impact their interaction with our brand,” she told CNBC via email. “Clearly we hit on a big one — potholes — and what they can do to your pizza.”
Fouracre said the company has received thousands of entries and will continue to take nominations for the next 12 weeks.
Consumers can visit the chain’s website, pavingforpizza.com, and enter their zip codes for a chance to be selected. (You can also get a deal on your next pizza.)
Domino’s has repaired potholes in Milford, Delaware; Bartonville, Texas; Athens, Georgia; and Burbank, California. Its website lists statistics for each town as well as photos, such as the following:
The website also shows visitors the effects that potholes can have on their pies, via a “Pothole Impact Meter”:
Many consumers responded to Domino’s initiative by lamenting the state of their cities’ streets—but they also applauded the move:
Well done #Dominos . You are my go to ðð shop now!
— JBðºð¸ (@JBP1995) June 13, 2018
This is such a Great idea ð¡, Thank you for helping communities. WOW what a Great Company ððððºð¸ðºð¸ðºð¸ððððð. I will order more @dominos because of this, Awesome ðððâ¤ï¸â¤ï¸ðºð¸ðºð¸ðºð¸
— George B. (@gbuckshot88) June 13, 2018
Though Domino’s announcement is being lauded as a great PR and marketing effort, others are complaining that a pizza chain is working to fix a problem that hasn’t been yet solved by the government.
The Domino’s publicity stunt comes at a time when the American Society of Civil Engineers estimates the U.S. would need to spend $4.5 trillion by 2025 in order to fix its ailing infrastructure; $2 trillion of that is for roads and streets alone. President Trump’s plan to fix America’s infrastructure addresses some of that, but it’s faced difficulties getting through Congress and relies heavily on tolls and local funding rather than providing federal dollars.
This initiative is undeniably good for the towns where Domino’s shows up. But the fact that a private company has to repair roads is a delicious indictment of the country’s infrastructure problems. Unless Domino’s wants to repair all the nation’s roads and bridges, we need to find a better solution than this.
Dominos is paying their own money to pave over potholes in cities because cities aren’t taking responsibility and this is the greatest PR ever and honesty so sad that a pizza chain is doing the governments job pic.twitter.com/seXY0Ovoq5
— trey (@GothicKingCobra) June 12, 2018
Domino’s isn’t the first food brand to use a corporate social responsibility effort to boost its marketing campaigns.
In 2009, Kentucky Fried Chicken selected five American towns to receive between $3,000 and $5,000 to fix potholes. Their fixed potholes also carried a KFC logo in chalk that washed away after the first rainfall.