Chicago Tribune samples Domino’s Pizza’s success

Bucking conventional wisdom, Domino’s Pizza has learned that a little self-deprecation goes a long way. Poking fun (and correcting) of their poor-tasting core product has paid them some big dividends .Excerpt:ANN ARBOR, Mich. — In the test kitchen at the corporate headquarters for Domino’s Pizza Inc., a chef dressed in a starched white coat was going through the familiar motions: Sauce on crust, cheese on sauce, pepperoni on cheese, then bake.But this pizza’s different, as it has been in Domino’s stores across the U.S. since late December. The 9,000-unit chain took a big chance, not only reformulating its signature product for the American market but also disparaging its long-standing recipe in a straight-talk marketing campaign.The old crust? “Cardboard,” the company admitted in its ads. The old sauce? “Ketchup.” The staff? Weary of customers trashing the food.Read the rest of the story here.