Potholes, Pizza, and a Brilliant Marketing Playbook 🕳️🍕📈

If you’ve ever had a pizza show up at your door looking like it just went through a tumble cycle, you know the struggle. But in 2018, Domino’s took this all-too-common problem and flipped it into one of the most unexpected, yet genius marketing campaigns of all time.

At the time, they weren’t just competing with other pizza chains—they were battling an entirely new challenge: food delivery apps. Uber Eats, DoorDash, and Postmates were delivering everything from sushi to burgers, making it even harder for Domino’s to stand out.

But here’s the thing—Domino’s wasn’t just a pizza company. They were a delivery company. And they knew that their reputation wasn’t just built on good pizza; it was built on getting that pizza to customers in perfect condition.

And guess what was standing in their way?

Potholes.

Yep, those annoying craters in the road weren’t just messing up people’s commutes—they were ruining pizza deliveries. A bad bump could send a pizza sliding, smushing, or flipping inside the box, turning what should have been a perfect pie into a disappointing mess.

So instead of complaining about it, Domino’s decided to do something about it.

Fix the Problem, Own the Conversation

Rather than dumping more money into traditional ads, they went bold. They launched the “Paving for Pizza” campaign—a move that had nothing to do with making better pizza, but everything to do with delivering it better.

At first, it seemed random—why was a pizza company fixing roads? But when you looked closer, it was brilliant.

The Marketing Playbook Behind the Genius

This wasn’t just about smoother deliveries. Domino’s executed on three powerful marketing principles:

1. Aligning with Their Brand Promise – They weren’t just about pizza; they were about delivery. Fixing roads reinforced their commitment to ensuring a top-tier experience for customers.

2. Tapping into a Universal Pain Point – Everyone hates potholes. By solving a problem that affected all drivers (not just pizza lovers), they created instant goodwill.

3. Going Viral with a Shareable Story – The campaign was quirky enough to grab attention but practical enough to feel meaningful. People talked about it, local governments got involved, and Domino’s became the hero of smooth roads.

The result? Millions in earned media, a spike in brand sentiment, and a stronger foothold in the delivery game.

What’s the Lesson Here?

The best marketing isn’t always about pushing a product—it’s about solving a real problem for your audience.

So, what if we took a page from the Domino’s playbook?  Imagine this:

Suddenly, you’re not just an agent—you’re the person improving the community in a way people actually notice.

Would that get people talking? Absolutely.

Would it make you more memorable than another “Just Sold” post? Without a doubt.

Marketing isn’t just about advertising. It’s about owning the conversation and showing people why you’re different. 📢

Domino’s got that right. Maybe it’s time real estate did too.