In the United States, Domino's competitors have begun to lose sight of what pizza should be, adding more and more crazy items to their menu in hopes of attracting new customers, such as bacon-wrapped crusts, corn chip crumbles, pretzel flavoring, nacho cheese, sugary drizzles, and more. To make matters worse, they also use frozen dough for their "hand-tossed" pizza. Domino's could not stand by and let this happen to pizza any longer. They needed to prove what they believe in: gimmick-free pizza made with fresh dough.
We transformed a 70-foot semi-truck trailer into a mobile Domino's Pizza School, complete with dough and saucing stations, cheese and toppings make lines[CJ1] , and an oven. We then brought it right to the front door of our competitors who have lost their pizza-making ways by using frozen dough and adding gimmicky toppings, drizzles, and crust flavorings to their menu. Once set up outside, we invited our competitors' pizza makers into the classroom to learn how Domino's makes a pizza – with fresh dough and without gimmicks – and gave them a Domino's Pizza School Diploma upon completing the course.
The entire stunt was documented and then shared with millions in the form of TV spots, web videos, and social channels. We blurred out the faces of the employees who participated to prevent anyone from losing their job, although a few wanted to quit and join Domino's after participating.
