Paving The Way To More PR Gold
Yesterday I featured the feel good story of Country Time Lemonade turning the tables on local ordinances prohibiting lemonade stands by creating a legal defense fund to assist kids keep their stands in business. Today we’re taking things a step further by highlighting Domino’s efforts to fill road potholes in local communities where they deliver pizzas. No, Paving For Pizza isn’t a fake news story . . . read on.
On Monday Domino’s announced a new initiative, in partnership with municipal governments, to pay for pothole repairs in communities like Burbank, CA, Athens, GA and Milford, DE. To amplify the PR glow of this move Domino’s CEO Russell Weiner explained the chain’s motivation for investing in street repairs. “We don’t want to lose any great-tasting pizza to a pothole, ruining a wonderful meal.” I always assumed pizza would taste about the same no matter how many potholes it encountered while being delivered, but maybe I’ve been wrong all along?!? On the surface (sorry) the only condition of this arrangement is that Domino’s gets to “stamp” all the potholes it repairs with its logo and slug line – here’s what it actually looks like.
All joking aside, this is an amazingly creative way for Domino’s to make a PR statement by aligning itself with something endemic to them. In this case it’s the roads they use to deliver pizzas on. It also doesn’t hurt that they’re getting credit from taxpayers in those communities for funding light infrastructure projects which would otherwise be paid for by local governments. Well done, Domino’s!