Cannes Lions

Domino's Shame Piece Cutter

DENTSU ALPHA, Ho Chi Minh City / VIETNAM FOOD AND BEVERAGE SERVICE CO. (VFBS) / 2016

Case Film
Presentation Image
Scale Drawing
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Overview

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Credits

Overview

Description

A design that turn wastage into bite-size pieces for sharing.

Execution

• Elements and integration

A pizza cutter has always been part of pizza dining experience, designing a shame piece cutter not only increased the dining experience but solved a cultural problem as well.

• Touch points

In store activation in 7 different outlets in HoChiMinhCity.

• Materials, style elements, choices

Specially designed stainless steel pizza cutter with polished Africa Mahogany (Khaya wood) handle.

• Development, process

Two months from prototype to production. Water abrasive-jet cut, stainless steel welding and polished. Polished Africa Mahogany (Khaya wood) handle.

Shame Piece Cutter that cuts a slice of pizza into smaller pieces (bite size) that resembles the original slice. The cut bite-sized pizza are miniature of the original slice (before it was cut).

• Scale

Domino’s Pizza has 7 outlets in HoChiMinhCity, Vietnam each outlet was given 2 Shame Piece Cutters. The Promotion ran for 2 weeks to gauge consumer’s response to the cutter.

Outcome

• Value added to brand

Building brand love with the consumers.

• Value for consumer

A design that changes the consumer’s behavior toward the last piece of pizza.

Shame is no longer an issue.

• Reach/cultural impact

In Vietnam, it’s impolite to take the last piece of food, this design has reduce wastage significantly due to shyness.

• Sales

This activation/design doesn’t have a sales KPI, even though it was well received by consumers in helping them overcome a cultural issue.

• Achievement against brief

The brief is to provide a solution to the last piece of uneaten pizza (shame piece).

We have eradicated the problem entirely.

• Other KPIs

A simple solution that overcomes a social problem and having our design being register for a design trademark.

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