Domino's Rethinks One of the 4 P's

The classic "marketing mix" is often referred to as "The 4 P's" - Product, Price, Place, and Promotion. Folks in the pizza business seem to focus most heavily on Product (new toppings! new crusts! new sauces! dessert pizza! breadsticks! cinnamon sticks! should we add pastas? salads? pizza buffets?), Price (large pizzas for $5! 2 mediums and a 2-liter soda for $10.99! free cinnamon sticks when you order a two-topping pizza!), and Promotion (telling customers about all these great products and prices). There seem to be few options for changing up the Place (or Distribution) - it's eat-in, carry-out, or delivery. Not too exciting.

Until now.

Domino's Pizza apparently got bored with the standard Place options for serving delicious pizza. Providing pizza for carry-out or home delivery was simply not enough. They decided to think outside the box - or outside the building, in this case. Why deliver only to homes and offices and physical edifices? Why not deliver pizza outdoors?

And so, Domino's Pizza and Indie Amsterdam have teamed up to deliver pizza wherever hunger may strike - even in the Great Outdoors.

Domino's "Delivery Points" - white front doors, complete with doorbells - can now be found at parks and beaches in Amsterdam. Get hungry after surfing, or playing Frisbee, or rollerblading? Call the number on the door, and Domino's will deliver your pizza to your local delivery point for a pizza picnic.

Domino's calls the new campaign, "Man Hungry. Ding Dong Pizza." The effort seems to be largely guerrilla-style (there's a giant door in the middle of a park. duh.), but they are also showing some television commercials to introduce the concept.

I definitely did not see this one coming. But I like it. I can think of some great sites for Domino's Delivery Points right here in the U.S., too.