Domino's Teaches You (and Its Rivals) How to Make Pizza

'Pizza School' Website Educates Consumers and Takes Aim at Competitors

By Alexandra Jardine. Published on Jul 28, 2015

Editor's Pick

Domino's is educating the world on how to make pizza, and that includes both customers and competitors. The fast food chain and agency CP&B have launched Domino's Pizza School, a fun website where you can take online classes in pizza-making in a virtual "campus" constructed out of real Domino's pizza boxes and ingredients -- the video shown here explains how it was made.

The point of this is not just to generously educate consumers in how to recreate a Domino's pizza at home, but to have a dig at its rivals too. The idea is that pizza-making needs to be "novelty-free," and to make the point that its own pizzas aren't gimmicky, Domino's took a pop up pizza school and set it up right by one of its rival chains (poorly disguised in this video, so you can easily guess who). Could the pizza wars be about to reignite?

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Jul 28, 2015
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