Food Fight Between Subway and Domino's
Oven Baked Sandwiches Claim Better Taste in TV Spots
Jan 22, 2009
Domino’s Pizza is having some fun with the response from Subway to an advertising campaign that states that Domino’s new Oven Baked Sandwiches beat Subway’s equivalent sandwiches by a two to one margin in a national taste test.
Domino’s ran an advertisement boasting of the taste test results. Subway responded by sending a cease and desist letter to stop Domino’s from featuring the claim based upon independent research.
Domino's CEO Burns Letter
According to a Domino's PIzza press statement, the pizza chain refused to pull the ad and kicked the competition up a notch by launching a new advertisement in a TV spot that features Chairman and CEO David A. Brandon burning the cease and desist letter in one of the pizza chain’s 450 degree ovens.
David A. Brandon stated in the press statement, "This is as much fun as a good, old-fashioned school cafeteria food fight," joked Brandon. "We're flattered that Subway would consider us a threat, since we're still new to the sandwich game -- but we also thought the best way to respond to their letter was in an irreverent fashion. I think I did what any red-blooded American always wants to do with a letter from a lawyer: burn it to a crisp." The 30-second television spot aired for the first time on January 21, on Fox TV during American Idol.
Brandon does seem to be having fun with the spot that waves the Domino’s flag to brag about the results of independent consumer taste tests conducted throughout the USA in late 2008. The Domino’s chief stated in a press release that they poked a little fun because they try not to take themselves too seriously . He went on to say they would never be mean or nasty because it isn’t their style.
The playful ad effectively highlights one of the reasons that consumers may have preferred the taste of Domino’s sandwiches, the 450-degree pizza over which is used instead of heating up the sandwiches in a toaster oven or microwave.
Subway Touts Healthy Food
While Domino’s is having fun with Subway’s response to their claims of winning a taste test, Subway is touting their sandwiches as healthy fast food. Subway ads highlight their low-fat message, including eight subs with six grams of fat or less. Subway made a household name of Jared, who successfully lost weight on a diet of Subway sandwiches.
Subway and Domino's Fast Food Franchises
This old fashioned food fight just might help both fast food giants, as consumers may just be tempted to try both brands to make up their own minds about which sandwich tastes better by trying out the sandwiches themselves.
When it comes down to it though, consumers will likely purchase the brand of fast food that is most convenient to them.
Subway is the largest sandwich franchise in the world, with 30,476 franchises in 87 countries. Domino’s is the largest pizza franchise in the United States, with 8,500 corporate and franchise stores in the U.S. and in 55 countries.
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