Consumers like things that are new. But at the same time, they don't like change.
Give consumers a "new and improved" item, and they'll rush out to the store to buy it. But REPLACE a product they've grown to love, and all hell could break loose.
Don't believe me?
I have one phrase for you: "New Coke."
But despite this marketing truism, the world's largest pizza delivery chain, Domino's, has entirely changed its core pizza recipe.
The pizza chain says it spent 18 months testing dozens of cheeses, 15 sauces and 50 crust-seasoning blends before it finalized its new recipe.
Let's hope they spent an equal amount of time testing the affects of "change" on their core audience.
The new crust will be seasoned with garlic, butter and parsley. While the new tomato sauce will be sweeter, made with a variety of herbs and a kick of red pepper. The cheese is shredded mozzarella, versus diced, with a hint of provolone.
