Thursday, February 4, 2010

Domino's Sensitive Head Chef Is a Marketing Guy

Domino's new campaign from Crispin Porter & Bogusky introduces the company's "head chef" Brandon Solano, who says of reports that his pizza tastes like cardboard and the sauce tastes like ketchup: "When you first hear it, it's shocking."

Brandon Solano Poor guy.

What the ad doesn't say is that Mr. Solano's title is actually VP-innovation. And he is in charge of R&D as well as Hispanic marketing. But while some might think the "chef" designation might seem a bit disingenuous in a campaign about honesty, doubters take note: Mr. Solano might not have a culinary degree, but he does run Domino's test kitchen, which is where he spends most of his time.

And yes, he works in a white chef coat.

Domino's is quick to point out that Mr. Solano does have a culinary background. He previously worked on the Calphalon brand for Newell-Rubbermaid, where he established the Calphalon Culinary Center for aspiring chefs and cooked with celebrity chefs like Michael Symon.

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