Dominos Pizza has been going through a "re-evaluation" process in the last couple of months in their advertisements as a public relations campaign. Admitting that your pizza sucks seems like a very grown up thing to do and yet it is a reverse psychology pitch that has probably never been seen before. The Washington Post examines it here. The commercials stand out from other commercials by startling the consumer with a critical reflection of the franchises pizza taste. Even just by standing out, this advertisement will ingrain the Dominos brand into the memories of consumers. Standing out of the clutter is key for advertisers.

Here is the ad: http://www.youtube.com/watch?v=AH5R56jILag

Well the results are in. Dominos has doubled their profits in a year. The combined effort of their advertising campaign and enhancing their pizza recipe has actually produced results during the worst economic times. Of course, Dominos has been lowering the price of their pizzas and designing "deals" such as two medium pizzas for $11.98. This three pronged attack on our wallets has obviously been successful and should force other fast food restaurants to compete with Dominos.