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Pizza Strangeness: Domino’s, Papa John’s, Singing Web Site Updates and Web-Phobic Retail CEOs
I’m trying to follow the E-Commerce logic here. For this to work, the customer must leave his computer on and have the browser stay on the Domino’s site. If the site is up but the customer has toggled to a separate page with its own audio track (such as a music or video site), it won’t be heard.
The customer has to physically stay near enough to the computer to hear the speaker. If the pizza buyer wants to keep the Domino’s site up on his screen and stay within a few feet of the computer, the old visual update system would probably work just as easily. For a bonus, it would avoid having to explain to someone nearby why your laptop is “sweet talking” you. (I’m not certain, but I think a pizza chain’s site sweet-talking you is one of the top definitions of being weirded out.)
When it comes to weirdness topping, Domino’s has made quite a substantial move. The pepperoni gauntlet has been thrown down and Papa John’s has picked it up.
Papa John’s issued its own statement on Monday (Oct. 18), saying it was relaunching its Web site. Makes sense. The release made a legitimate case that this chain is a longtime E-Commerce supporter, pointing out that “Papa John’s was the first pizza company to introduce online ordering in 2001” and that “the brand has since transacted more than $2 billion in online sales.”
Those are very legitimate E-Commerce bona fides. How does the chain seal its argument that it should be trusted with E-Commerce transactions? By proclaiming that it’s co-CEO and founder—49-year-old John H. Schnatter—has never made an E-Commerce transaction of any kind. Ever.
Even stranger, the news release said that Schnatter broke his period of non-online-buying when he ordered a pizza from his own company’s site and that the moment was videotaped. What’s so strange about that? The video clearly does not show Schnatter making an E-Commerce purchase. On the contrary, it goes out of its way to show the founder standing by while his 12-year-old son orders a pizza online.
What’s the point? Why trumpet that your co-CEO cares so little about E-Commerce that he’s never tried it once, not even for his own company’s products?
-Marc
October 20th, 2010 at 8:40 am
You are better off watching a target demographic use your product than use it yourself if you are really not the intended audience. If the CEO believes he is not himself the intended audience for the web platform, I think he is better off letting his 12-year-old son do it and watch him do it (that’s exactly the kind of foresight I’d expect from a CEO). In my experience, watching users use your product is both insightful and humbling as users tend to use your products differently than you expected. So Kudos to Schnatter for knowing when to be hands-on (run his company) and when to enlist the help of an web-buying “expert”: his 12 year old son.
October 20th, 2010 at 9:37 am
Editor’s Note: That’s certainly true, in that it’s a great idea to watch the intended audience. But to never have used ANY E-Commerce? There’s nothing wrong with that per se, but to trumpet it in the same statement where you are trying to establish your E-Commerce credentials? That was the concern.
October 21st, 2010 at 12:38 pm
I think Evan’s point is right on. How relevant is the CEO of Papa John’s to what is going on if he won’t even learn how to use the fastest growing channel of his business?
October 21st, 2010 at 9:24 pm
Even if the pizza is like old ketchup on cardboard, hours of delivery, sizing & pricing, addons (Domino’s were a bit off-putting) all summed up as Convenience and Value for the customer are what should be important.
The Domino’s here went out of business/franchise years ago. All the others close much earlier.
FWIW,
Grins,
R
October 29th, 2010 at 11:27 am
I agree I’m too cranky to listen to my computer sing to me about delivery timing. And, it is nice to know our educational system is creating a generation of on-line pizza-ordering-savvy youngsters.
But I would like to know exactly when my pie is going to arrive. Either by watching my computer screen, getting a text message, or even an email to my mobile.
Perhaps my comment is slightly off topic, but it inspires me to suggest the real sub-plot and opportunity in this story worth following is the potential of empowering consumers to geo-track delivery drivers.
Whether it is waiting for the pizza guy or Sears delivering your new refrigerator, a fire truck coming to save a life, or the plumber arriving with a plunger, geo-tracking would be a valuable time-management service to consumers who in the past have been relegated to sitting and waiting… and waiting… and waiting.
Oops, gotta’ go! The pizza guy is at the door.