• Situation:

Shame piece, the last piece of something that no one will eat out of shame.

In Vietnam, the last remaining slice of pizza is often left untouched. Vietnamese people feel it’s impolite to take the last piece, even though they want it. Apart from wasting perfectly good pizza, this cultural issue poses another problem.

Uneaten slices of pizza suggest nobody wants to eat it. That’s bad for business.

• Brief:

To provide a solution to the last piece of uneaten pizza (shame piece).

• Objectives:

To educate consumers about the last piece (shame piece) and reduce wastage.

• Budget:

20,000 USD for 2 weeks.

• Project scale and volume:

Domino’s Pizza has 7 outlets in Ho Chi Minh City, Vietnam. Each outlet was given 2 Shame Piece Cutters. The Promotion ran for 2 weeks (from 12/3/2016 to 28/3/2016) to gauge consumer’s response to the cutter.

• 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.