How smart is Domino’s smart slice? Check out this video from the New York Times and watch Aaron Byrd dive into what is really in the pizza being served in over three thousand schools covering over thirty-eight states. Although Domino’s has made these slices healthier than their usual pizza and although they meet school health requirements, are they really still good for America’s youth? It’s hard to say healthy when thinking of pizza, especially from a fast food brand, but Domino’s smart slice is definitely healthier than their normal one (51% whole grain crust, 1/2 the fat in the cheese, 1/3 the fat in the meat, and 1/3 the sodium in the sauce).
The New York Times video suggests a ploy on Domino’s part where their excessive branding will get these school kids to go to Domino’s outside of school. Of course this is completely valid because Domino’s is a business, however the brand has publicly stated that if asked they would use generic packaging for their food, one without their logo. Another article about Domino’s smart slice notes the company’s upward trends, “Sales last quarter were up 6.3% to $135.9 million at company-owned and franchised stores… The strength in the pizza business helped drive revenues up 11% at its domestic supply chain business, which supplies the stores with the dough, condiments, and equipment they need.” Some argue the branding may be a catalyst for these positive trends and it may even be a good thing for the health of students. These kids could look in their cafeteria, see the Domino’s logo, and think they are eating fast food when they are really consuming a much healthier option! Domino’s could be helping these kids get healthier while promoting their brand. On the other hand, these kids are still seeing the Domino’s fast food logo at their schools, a place where health should be a given, and may be more likely to go out and buy Domino’s after school hours. So, is this A+ marketing, a solution to the unhealthy habits of our country’s youth, or “a ticket to obesity”?