In a bid to further take control of the takeaway pizza market we tried something a bit different this month and give the people of Liverpool a treat at the same time.
We decided to use some bold guerrilla tactics to take on the popular high-street takeaway pizza delivery service – Domino’s.
Recently voted tastier than both Domino’s and Pizza Hut in independent blind taste tests we decided to put our money where our mouth is as we took to the streets of Liverpool. Our Chicago Town Takeaway Taskforce followed Domino’s delivery bikes to the homes of people who ordered their takeaway pizzas in and around Liverpool.
Once the Domino’s delivery had been made the Chicago Town Takeaway Taskforce called at the same addresses – offering customers their money back and a free frozen Chicago Town Takeaway pizza in exchange for their Domino’s order.
The competition for pizza supremacy just got serious. The pizza (takeaway and frozen) market is worth a staggering £1 Billion in the UK annually. Determined to communicate the tastiness of our yummy, fresh dough pizza, our new guerrilla marketing ploy follows a national TV campaign and on-pack promotion, both offering consumers their money-back if they don’t agree that our pizza is tastier than Domino’s or Pizza Hut.
Twenty-year-old Dan Cox, of Kensington, Liverpool – the first to be greeted by the Chicago Town Takeaway Taskforce – said: “When the Chicago Town team turned up at my door and offered me my money back and free pizza, I thought it was a joke! When they convinced me it was for real I thought it was actually a clever idea.
“I was a bit hesitant because I was starving and had been waiting for the pizza to arrive, but I couldn’t refuse. I’m glad I took them up on the offer because the pizza didn’t disappoint and now I know it’s much cheaper than Domino’s I might think twice before I pick up the phone!”
It was a joy to see yet another happy customer loving the great Takeaway flavour.
We have even had coverage in the Sunday Telegraph applauding our initiative, check it out for yourselves here.
