Domino's vs. Subway "Food Fight"
Subway has always reigned supreme in terms of the quick-serve sandwich game. It’s faced nasty commercials from the likes of Quizno’s in the past, but as of late, it’s been Domino’s and their new Oven Baked Sandwiches as the new food terrorists of 2009. I got the following e-mail from a Domino’s PR man, wanting us to talk about a “Food Fight” that is ensuing between the two brands:
As you know, Domino’s recently beat Subway by an incredible 2-to-1 margin in a national taste test of Domino’s Oven Baked Sandwiches. Shortly after it began touting this victory in a national campaign, Domino’s received a letter from Subway demanding that it cease and desist from running advertising featuring the independently researched claim. Domino’s has not only refused to pull the work, it responded last night during American Idol by launching new TV spots that feature Chairman and CEO David A. Brandon playfully burning up Subway’s letter in one of the 450-degree ovens used to bake its victorious sandwiches. Brandon agreed to be featured in the ads for the first time in his 21-year history as a corporate CEO, and in his 10 years as Domino’s chief. Consumers can even visit www.dominos.com to get in on the action and personally bake the letter!
Since try to remain as unbiased as possible, I just want to let you know this letter did come from the Domino’s team…so take it as you will. Is it a food fight? I’ll believe it when Domino’s begins to have lines out the door at all times of the day, regardless of location, for people itching for a sandwich.
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