Then, competition arrived, and the simple pizza pie simply wasn’t
enough.
Delivery companies began a string of innovations. Hand-tossed,
think-crust, “Chicago-style,” stuffed crust and “Meat Lovers” were among
the pies du jour. Then one chain rolled out cheesy sticks. Another
offered various desserts. Then, a line of pasta – in plain tin pans, or
in bread bowls.
Most recently, the New Product Development team at Domino’s
posed a remarkable innovation: It created what it called a “better”
pizza. Aggressive marketing hyped its culinary research into its new
taste, and the company rolled out its new pie – seemingly same as the
old pie, only tastier.
Innovation in the delivery pizza category is as circular a process as
pizzas are round. This doesn’t include sit-down pizza restaurants, like
California Pizza Kitchen or the string of “coal-fired” pizza chains.
To read the full, original article click on this link: Building a better Pizza: How much can Innovation sell Pizza? | Innovation Coach
Author: Robert Brands with Jeff Zbar
