Domino’s Pizza asserts dough supremacy over flaky rivals

Domino’s declared war on its rivals, Pizza Hut and The Pizza Company, asserting that its food quality and promotions are far superior to those of its rivals after both brands faced a customer backlash due to failed sales systems during special promotions.

The Pizza Company, a leading brand in Thailand, launched a special promotion on May 21, offering medium-sized pizzas for 99 baht, down from the original price of 299 baht. However, customers had to order in-store, leading to long queues at almost every branch across Thailand and, with it, complaints.

Some customers were unable to order while others faced lengthy waits for their food. There were also complaints about the lack of order limits, with one customer reportedly ordering nearly 100 pizzas. Although the promotion attracted significant attention, the response was more negative than positive.

Similarly, Pizza Hut introduced a special promotion from May 22 to May 23, offering medium-sized pizzas for 98 baht, reduced from 299 baht. Customers were able to pre-order their food yesterday, May 22.

The promotion, shared on its official Facebook page, saw the comment section flooded with customer complaints who were unable to place orders due to system failures.

Amid the chaos, as the two big brands apologised to their customers, Domino’s seized the opportunity to highlight its reliability and made an official announcement today.

“Dear customers, Domino’s Pizza appreciates the encouragement from all of you. Whenever we launch promotions, we consider practicality. Our customers must be able to benefit from the promotion while enjoying the best quality food, service, and delivery at a reasonable price. We are committed to impressing every customer.

Think of pizza, think of Domino’s Pizza. We promise to bring you the most delicious, fresh, and sincere pizzas. With love, Domino’s.”

Aside from the message buffing the two brands, Domino’s ended its announcement with the hashtag, #โดมิโน่ส์ขายพิซซ่าไม่ขายขิง, which means that Domino’s sells pizza, not impractical promotions to show off or brag.