Domino Makes Humble Pizza Pie

I love when a brand re-brands the right way. Domino's is facing the criticism of their day old cardboard pizza with their ketchup(katsup?) sauce. The kids at Crispen Porter have always done good advertising for the domino brand. It was a weak brand with good advertising which is usually a disastrous combination. With this re-brand and they may be able to chip away at their competitions market shares and establish themselves as number one delivery pizza across the country.

The bigger question that needs to be asked though is: How does Papa John's Pizza feel about them taking their positioning strategy of "Better ingredients, Better Pizza". Eventually Domino's is going to have to settle into a positioning strategy that is very similar to their main competition who already established themselves as the better ingredient pizza. Will this become the decade of the pizza wars?