I received an email today inviting me to try a new crispy chicken taco via facebook.  However, getting the coupon seems to be a little loco (their words, not mine). 

In reviewing Del Taco’s facebook presence, you can see they are trying hard to build their fanbase (currently at 96,300 fans) and engage them too.   Del Taco has created many facebook elements including a webisode (The Del Taco Special Show with Wes & Barry).

Unfortunately for Del Taco the facebook banter the past several days is more about the missing coupon then anything else.  To their credit the facebook admin is highly apologetic about the SNAFU.

As I reviewed in a past entry (Can I bribe you to be my brand fan?), coupons can be an immediate draw, but are brands truly attracting brand fans or the coupon fringe?

For  two years Domino’s focus group tested 50 blends of seasoning, 15 sauces, and dozens of cheeses to create their new masterpiece.  The current campaign entices people to try the new pizza, and many people have.  Personally, quite a few friends and coworkers have tried the new pizza, which is impressive considering they have not ordered Domino’s in years.  However, the consensus reaction is no one was impressed enough to try the pizza again.

Like my friends, the public results are mixed, especially on Domino’s twitter feed and facebook pages.  When I reviewed the reaction there seemed to be  more negative than positive comments.  Whether the results are positive or not, I believe Domino’s opened a social door with intriguing possibilies.  Beyond the door is a an opportunity.   An incredible opportunity to bake the first social pizza.

Pizza the Social Food
Pizza is a social food.  It is a communal food which goes with many events.   And like the many events, pizza can come in a multitude of configurations:  deep dish, thin crust, flavored crust, double cheese, no sauce, meat lovers, veggie lovers, and the standard for most — pepperoni (which represents about two-thirds of all pizzas consumed).  Everyone has a favorite combination, and therefore it is difficult for any one pizza establishment to customize pizzas for the masses.  Some try.  For example, Hungry Howie’s Pizza’s offers eight different flavor crusts, while California Pizza Kitchen offers a myriad of traditional and eclectic toppings.

Domino’s two year quest for the new pizza ended with one answer — one combination.   The lack of choice is the primary gripe in many negative comments on twitter and facebook.   Some people liked the cardboard, er, the original pizza, and the new pizza taste is a turn-off for many.  But it does not have to be that way.  Why limit it to one combination?  Why not go from focus groups to social experimentation?  Why not let pizza enthusiasts recommend and explore the different combinations?  Let your brand advocates develop them — test them — and then promote them.

Domino’s Social Logistics
The first argument against a social pizza would be variability in product would increase the logistics — this is true.  However, I believe Domino’s is up to the task.  About five years ago I worked on the Domino’s account when I was at JWT.  During this time, I took a tour of the facility in Ann Arbor, their approach, and their processes.  It was clear Domino’s forte was their logistics. 

No doubt creating a social platform would be a challenge.  However, Domino’s already opened the door to social input on their core product.   Why stop now.  Take the next step and and develop a Pizza 2.0 process — a true social pizza.