So some genius at Domino's Pizza came up with the following idea: "What if we created a new kind of pizza—just like a regular pizza, except the crust is made entirely out of fried chicken? Huh? Am I the smartest person in the world, or what?"
In a bold move that will make their "Hot Dog Stuffed Crust Pizza" look like a pile of shit, behold the upcoming "Specialty Chicken," which in a release sent to Domino's investors was explained thusly: "The boneless chicken product features a delicious combination of toppings, sauces and cheeses layered over 12 bites of lightly breaded, 100 percent whole breast white meat chicken." Not convinced this is one of the most creative, innovative menu items ever invented? THEN READ ON AND GET CONVINCED.
"Our new Specialty Chicken is one of the most creative, innovative menu items we have ever had," said Russell Weiner, Domino's Pizza chief marketing officer. "Our pizza chefs have taken chicken to a whole new level, using our unique ingredients to create these four bold flavors. There's nothing quite like Domino's Specialty Chicken on the market today."
"We are proud to be known as a pizza company, but Specialty Chicken shows we are not afraid to step out of our comfort zone and take risks – something that is truly part of our brand fabric," said Weiner. "Not every risk we have taken has turned out to be successful, but as a brand we have learned that sometimes you have to fail in order to be great."
"Fail in order to be great?" Well, you can say this for Domino's—at least they're covering all their bases.