Domino’s is making headlines for fixing potholes. Their new marketing campaign, called Paving for Pizza, has already repaired roads in four towns around the country. The spin? Saving pizzas from being destroyed by bad roads.
On the official Paving for Pizza site, Domino’s states:
Potholes, cracks, and bumps in the road can cause irreversible damage to your pizza during the drive home from Domino’s. We can’t stand by and let you cheese slide to one side, your toppings get un-topped, or your boxes get flipped. So we’re helping to pave in towns across the country to save your good pizza from these bad roads.
So far, Domino’s has fixed roads in Burbank, CA, Bartonville, TX, Milford, DE, and Athens, GA. The repaired potholes are spray-painted with the Domino’s logo and the phrase “Oh yes we did.” People can nominate their town to be next – Domino’s is handing out grants of up to $5,000 to 20 additional locations in the next year.
Many people have used the campaign to criticize the sad state of the government, but the reality is, small towns often don’t have the resources to keep up with never-ending infrastructure repairs. Milford, DE city manager, Eric Norenburg, said that they applied for the program after an unprecedented harsh winter left them with road repair costs well beyond their $30,000 budget. He defended his to decision to use the Domino’s funding in an op-ed published by the Washington Post:
My job, as a professional local government manager, is to identify the best alternatives to providing crucial city services in an equitable manner and then bring those recommendations to our policymakers. Sometimes that means creative financing. And sometimes that means letting Domino’s pick up the tab.
Since all of us hate potholes, but also hate having our taxes increased, Domino’s is providing a great solution. In a world where big brands can often seem distant and uncaring, the marketing move demonstrates that Domino’s is not just committed to their brand, but also to giving back to the community.