Dominos makeover: Will other fast-food chains go upscale, too?


As someone who had the local Domino's on speed dial throughout her college years, I can tell you: the pizza is not artisanal. It's not authentic. It's not supposed to be. It's Domino's.

And for 50 years, the company -- and its customers -- have pretty much accepted that. But no more -- in a new ad campaignDomino's touts a fully-reinvented recipe. The campaign features employees from across the country (including the newly-installed CEO, J. Patrick Doyle) eating crow, sheepishly reading customer comments that complain of "cardboard" crust and sauce "that tastes like ketchup."