Domino’s has flat-out revolutionized the pizza ordering experience.
Coming back to their promise of quick delivery pizza, their online site is literally a real-time tracker of the creation and delivery of your pie.
Check it out, you place your order and then you’re presented with this screen (click images to enlarge):
Above, we see that Steve’s put my order in the oven at 10 PM sharp. We’re in baking mode.
Seven minutes later, “delivery expert” Ozzy is on his way:
Fast forward a few minutes, I’m eating a slice of deep dish Italian sausage, rating my experience:
I voted high praise. Five stars across the board.
So how about that?
The whole thing got me thinking of how many components go into almost any product–and how many opportunities there are to differentiate yourself by choosing one component to be really, really great at.
Pizza is a perfect example. When asked how to make your pizza brand great, it’s easy to focus on the pizza. It’s easy to say, let’s make a great tasting pizza. Or let’s make a square pizza. Or let’s make some wild flavors.
The majority of this great experience with Domino’s, however, had nothing to do with the pizza itself.
Rather, they revolutionized an otherwise overlooked component of the pizza delivery world. The process is remarkable and in perfect alignment with their quick delivery story.
So, if you’re having trouble differentiating, try focusing on a brand component. Then make it remarkable. Sometimes that’s the trick.