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Thirty minutes or… more?

Domino’s has touted speedy pizza delivery for decades, but the pizza chain’s newest campaign actually promotes a slowdown, specifically thanks to the preparation of its pan pizzas — and the fact that some consumers don’t equate speed with quality.

Some people “still see us as the guys who make pizza really fast. … What we recognize is that no matter how much we talk about quality, [some consumers] feel like speed of making pizza does not equal quality,” said Chief Marketing Officer Russell Weiner. He said the company found in its research that consumers equated a slower preparation and delivery time with pizza that’s of higher quality and is better tasting.

Continue reading at AdAge.com