Dominos Delivers Its Promise: Gross Bro-Food

Fast Company: “In the age of Instagram, food is no longer designed to just be food … Yet in this new wave of food-as-influencer, there is a single, curmudgeonly brand that insists on photographing its dishes on conference room tables, under fluorescent lighting, and from all sorts of unflattering angles. It’s a brand that looks art directed by your 65-year-old parents who bought some no-name Android smartphone, hired based upon their portfolio of blurry photos on Facebook. It’s Domino’s.”

Dennis Maloney, Domino’s chief digital officer, comments: “In this space, we actually are finding that less than perfect is sometimes actually perfect. A lot of customers are out photographing their food. They know, depending where you take it and the light you’re under, food looks different. It feels much more honest and transparent when the images are imperfect … Even if it is a little bit gooey, greasy, the packaging isn’t perfect, and there’s a bit of a burnt spot, that’s the pizza you get. And that makes you think how good it was last time you had it.”

“But let us be clear about something when it comes to Domino’s social feeds. It’s not just full of realistic photography without a food stylist on the set. It’s often downright gross bro-food, like what you might see waking up at 5 a.m. on the floor of a frat house. We’re talking about grease-stained boxes, mozzarella cheese that has a white balance set to the color of earwax (17,000 likes) … We’re talking about congealed chicken wings sitting in a pool of lukewarm buffalo sauce (8,000 likes) … In theory, Domino’s will only drive more loyalty with every person who sees a deflated pile of cheese sticks on its feed and orders them in real life, because Domino’s is delivering on its promise.”

Facebooktwittergoogle_plusredditpinterestlinkedinmail

Your Thoughts?