HOW DOMINO’S TURNED POTHOLES INTO A PIZZA-POWERED BRANDING MASTERPIECE 🍕
In a world where brands are obsessed with flashy ads and celebrity endorsements, Domino’s took a radically different approach.
They did something no one saw coming - they fixed potholes.
Yes, you read that right.
They repaired roads to ensure one thing: pizzas arrived at customers’ doors in perfect condition.
This bold move was not just about smoother rides - it was a marketing masterstroke.
Here’s the story of how a pizza company fixed roads, won hearts, and delivered a branding lesson we can all learn from.
🛣️ POTHOLES, PIZZA, AND A BIG PROBLEM
In 2018, Domino’s faced a challenge every successful company dreads:
standing out in a crowded market.
With delivery apps like Uber Eats and DoorDash dominating the food delivery space, Domino’s needed a way to remind the world why they were different.
Their secret?
They weren’t just a pizza company - they were a delivery company.
And their reputation depended on one thing: delivering piping-hot pizzas in perfect condition.
But there was one unexpected enemy:
Potholes!
Yes, potholes.
Those pesky road craters weren’t just annoying drivers - they were ruining pizzas.
A bumpy ride could turn a perfectly crafted pizza into a smushed, flipped, or slid mess.
Domino’s saw this as more than a small inconvenience - it was a golden opportunity to connect with their customers in a meaningful way.
🚧 PAVING THE WAY TO A GENIUS IDEA
Instead of launching another forgettable ad campaign, Domino’s did something bold:
they decided to fix the roads themselves.
Through their “Paving for Pizza” campaign, they partnered with local governments to repair potholes in cities across the U.S.
Once the repairs were done, they left a temporary Domino’s logo beside them.
At first glance, it seemed quirky - but it was pure genius.
Here’s why it worked:
🔄 ALIGNED WITH THEIR BRAND PROMISE – Domino’s isn’t just about pizza; it’s about the delivery experience. Smoother roads meant better deliveries.
🛠️ SOLVED A RELATABLE PROBLEM – Potholes annoy everyone, not just pizza lovers. By fixing them, they built goodwill with the community.
💡 BUILT A VIRAL STORY – The idea of a pizza chain fixing roads was unexpected, making it highly shareable. Social media buzzed with videos and posts tagging local governments to fix more roads.
It wasn’t about how many potholes they could repair - it was about making a statement.
And it worked.
🏆 SMOOTH ROADS, SMOOTH SUCCESS
The campaign exploded.
📊 Millions in earned media coverage
📲 Viral social media engagement
📈 Increased brand loyalty and sales
People loved it.
Domino’s wasn’t just a pizza company anymore - it was a company that genuinely cared about customer experience.
By the end of the campaign, Domino’s had fixed over 200 potholes across the U.S.
While the repairs were temporary, the impact was lasting.
They didn’t just deliver pizza - they delivered an unforgettable brand moment.
🎯 HOW YOU CAN APPLY THIS
Thinking outside the box (or pizza box 🍕) can set your brand apart.
Here’s how to take inspiration from Domino’s:
✅ Identify a customer pain point - literally.
Look beyond your product or service. What are the hidden frustrations your customers face? How can you address them in a way that aligns with your brand?
✅ Think Outside the Box.
Don’t be afraid to take bold, unconventional steps. Sometimes, the most unexpected ideas are the ones that resonate the most.
✅ Amplify Your Story
Create campaigns that are inherently shareable. Domino’s didn’t just fix potholes - they turned it into a story people wanted to talk about.
✅ Align marketing with action.
Don’t just say you care - prove it through bold, tangible efforts.
🍕 TAKEAWAY
The best marketing doesn’t always look like marketing.
Sometimes, it’s about fixing potholes, solving problems, and creating moments people can’t stop talking about.
Domino’s “Paving for Pizza” campaign is a masterclass in creative problem-solving and branding.
It reminds us that the best strategies come from deeply understanding your customers’ pain points - sometimes literally - and finding innovative ways to solve them.
So, what’s your “pothole”?
What problem can you solve to create a lasting impact for your brand?
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