That’s what Domino’s is alleging, with the release of a new commercial from Crispin, Porter & Bogusky touting that their four new oven baked sandwiches beat Subway in a taste test “two-to-one.”Â The ad goes on to show humorous comparisons of just how big a “two-to-one” margin is:
Domino’s CEO David Brandon didn’t mince any words with his statement about the new commercial, expressing supreme confidence in their product:
“We knew we would win in any side-by-side comparison, but the margin of victory was overwhelming even to us. Having two-thirds of a national study prefer your product over the leader is virtually unheard of — until now.”
Zing. Take that Subway.Â However, as BrandFreak notes, Subway isn’t exactly considered by consumers to be a franchise with poor tasting food:
“According to a recent BrandIndex survey of 5,000 consumers, on a scale of -100 to 100, Subway food received an overall score of 55.1, while Domino’s pulled in a -8.3.”
Another issue to be considered is Subway has a near lock on the claims of healthy food when it comes to the top chains, touting a popular menu of low-fat subs. The four subs Domino’s is offering so far? Philly cheese steak, chicken parm, Italian and chicken bacon ranch. That’s not exactly a lineup of healthy options. It makes sense that when purely taste is considered, subs that don’t worry about their fat content are more likely to win out.
Will Subway strike back? Or merely sit on their lead as the dominant sandwich chain and dismiss Domino’s as any sort of serious threat to their sales?