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Artisan Food Trends – Product Positioning of Local and Hand-made

Artisan pizza without the artisan price

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Dominos Artisan Pizzas Spinach & Feta, Italian Sausage & Pepper Trio, Tuscan Salami,Roasted Veggie

There are “no gimmicks” in its artisan pizza launch -– just thin and crispy square crusts. With less dough involved, the pizzas have fewer calories than their cheaper predecessors.

Dominos

New Product Launch Dominos Artisan Pizza

We think of artisan food products as local food from passionate "foodies" creating wonderful food products... with their hands and not big food processing machines.

The article Artisanal Food Products Are Reflective of a Consumers Backlash to Big unveils Artisanal Food Trends… "big is bad", backlash to Chinese export, shrinking SKUs attempting to deal with the new struggling consumer ,distrust of big brands tinkering with ingredients and confusing product nutritional claims. Food Fairs, Farmers Markets and Urban Food Trends hosting artisan and local producers are also major drivers in CPG new product launches.

Julie Hall of Schneider Associates, well know for the Most Memorable New Product Launches annual survey and contributes to our New Product Launch section, gave me the hot artisan food trends they see. The top 3 corporate artisan brands areTostitos Artisan Recipe Chips,Dominos Artisan Pizza and Pepperidge Farm Stone Baked Artisan Rolls. All brands proudly display "artisan" in the brand name descriptor.

This article is an in-depth look into the new product launch of Dominos Artisan Pizza. Dominos product positioning is "artisan pizza without the artisan price". See what you can borrow from them in your future new product launches.

Launched in September 2011

The Product

Website: Dominos Pizza

Tagline: "Oh Yes We Did"

Domino's announced its new line of "Artisan" pizzas. Now, Domino's freely admits that they're not artisans. It says so right there on the box. (Then, confusingly in small print, it also says that they might be artisans). They also promise that every single Artisan pizza box will be signed by the employee who made it.

There are "no gimmicks" in its artisan pizza launch -- just thin and crispy square crusts. With less dough involved, the pizzas have fewer calories than their cheaper predecessors.

Domino's re-launch of its core product in December 2009 positioned it to roll out the new line.

Domino's Pizza is the recognized world leader in pizza delivery.

Price at $7.99 each in Spinach & Feta, Italian Sausage & Pepper Trio, Tuscan Salami & Roasted Veggie.

The Launch

The advertising campaign features a cameo from Top Chef celebrity Fabio Viviani to help sell this authentic, good food. The Artisan Pizza Commercial

The Dominos Artisan Pizza Commercial started airing during football games. The ads supporting the launch play with the past campaigns' focus on realism and transparency. "We're not going to use tricks in our photography anymore and we're going to be straight-up about our approach," said Domino's CEO Patrick Doyle

On every artisan pizza box, the pizza maker signs their name, but the box also clearly states that 'they are not Artisans.'

Social Media

Facebook: Dominos Facebook Page has a whopping 4,153,005 likes. A consumer needs to Like the page before can access the wall and see their products.

Twitter: http://twitter.com/#!/DOMINOS has over 9,000 Tweets and over 117,000 followers. Dominos interacts with their followers frequently, showing strong customer engagement and delight.

Articles/Press Releases

LATimes.com Money and Company Domino's launches a line of artisan pizzas

There aren't black berets, wood-fired ovens or Italian-trained masters at Domino's, but starting Monday there will be plenty of "Artisan Pizzas" -- a new line of pies designed with gourmets in mind.

The pizzas, each costing about $8, come three ways: with spinach and feta, with Italian sausage and peppers or with Tuscan salami and roasted vegetables.

Domino's executives, anticipating skepticism from traditional craftspeople and slow-food devotees, say that there are "no gimmicks" in its artisan pizza launch -- just thin and crispy square crusts. With less dough involved, the pizzas have fewer calories than their cheaper predecessors, the company said.

And just like artists puting their mark on their work, executives said each pizza box will be signed by the store manager in charge. The advertising campaign features a cameo from Top Chef celebrity Fabio Viviani.

Is this the handcrafted start to a new era of fast food prepared with care? Or a clever marketing strategy from the company that recently said it would be the first quick-service restaurant with an outlet on the moon?

FastCompany.com " Should "Domino's" And "Artisan" Be Used In The Same Pizza Ad?"

Pizza chain parlays transparency initiative and recipe makeover into a new gourmet line.

As recently as a few years ago it would have been hard to imagine a chain like Domino's launching a new pizza line under the name Artisan with a straight face. But times, Domino's brand persona, and fast food standards have changed.

Responding to a marketplace trend that emphasizes quality ingredients and emboldened by the success of its 2009 Pizza Turnaround campaign, in which the chain documented the reinvention of its admittedly substandard core product, Domino's has indeed launched a range of Artisan Pizzas. The move may still provoke some eye rolls, but Domino's has done some heavy lifting to up its credibility in playing the gourmet card.

"I think consumer tastes have changed pretty dramatically over the past 10 to 15 years," says Domino's CEO Patrick Doyle. "When you look at how Chipotle is doing vs. Taco Bell and all the better burger places that are popping up and prospering, it's all about food quality and authentic, good food. So we think we're being smart by following the lead." Doyle says the idea for the Artisan line came from asking consumers what opportunities they thought existed for Domino's.

The ads supporting the launch play with the past campaigns' focus on realism and transparency.

Doyle says the straightforward approach is an extension of what the company has been doing since the start of Pizza Turnaround. "We're not going to use tricks in our photography anymore and we're going to be straight-up about our approach," Doyle says.

According to an informal taste test at Fast Company HQ, Doyle's confidence is not unfounded. FC staffers sampled the three new pizza combos, all of which earned surprisingly high overall ratings and favorable comments.

The campaign style is partly to preempt any skepticism over a pizza-delivery chain entering the more upscale market that a lofty descriptor like "artisan" suggests.

"We started with the elephant in the room: 'Can you even believe that Domino's is making an artisan pizza?'" says Calcao, adding that this tension shaped the direction of the campaign.

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