Dominos pizza delivered business success in just 14 words – can you?

When you deliver your product or service marketing message as a Simple, Unexpected, Concrete, Credible, Emotional Story, you will grow your business.

SUCCEStories work…

The following simple and profound phrase launched Domino’s Pizza into international business stardom and underpinned their meteoric growth in India:

“Piping hot pizza delivered to your door in 30 minutes or you don’t pay”

How can you share your marketing message in such a simple and profound way?

Offering pizza for free unless it’s piping hot and delivered in under 30 minutes was unexpected in American and European markets, but even more so in India where the roads are full of traffic.

This was a concrete message, with a guarantee which increased its credibility: “piping hot in 30 minutes or it’s free.”

The piping hot, 30-minute guarantee has an emotional value as well, especially if you have hungry children.

You can almost see the story unfolding as the clock ticks down – 18-20 minutes to take and make the order and then 10-12 minutes to deliver it.