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December 31, 2008

Domino's taste-test attack on Subway may be tough to swallow

Posted on Wed Dec 31 2008

Now that it has oven-baked sandwiches, Domino's is wasting no time going after the competition, launching a sub attack on Subway this week. The pizza purveyor has trotted out the good old taste test, claiming that people prefer its hot subs two-to-one over Subway. The debut ad attempts to quantify two-to-one by showing the world's smartest man (IQ 200) matched up against your average fifth grader (IQ 100) in a board game. The approach isn't too surprising, given that it's from the same ad agency, Crispin Porter + Bogusky, that did Burger King's "Whopper Virgins" taste-test campaign. But will it work? Subway isn't exactly known for its terrible-tasting food. In fact, 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. Maybe Domino's is the one with the fifth-grade IQ.

—Posted by Kenneth Hein


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