• The Wall Street Journal, Monday, December 17, 2007 11:45 AM

Domino Pizza plans to rebrand itself around a play on its old slogan. Ads slated to start running Christmas Eve will carry the tagline "You Got 30 Minutes." The idea is to tell customers that ordering from Domino's gives them back 30 minutes they would have spent rustling up a meal. But it stops short of promising delivery in a half-hour.

Domino's made its name by running ads that offered a discounted or free pie if the driver didn't arrive within 30 minutes of an order. But in 1993, a St. Louis woman who was involved in an auto accident with a Domino's delivery person sued the company on the grounds that the 30-minute pledge led to accidents. Domino's later settled the lawsuit for an undisclosed sum.

The company has struggled to craft an equally distinctive marketing message ever since. Domino's new agency, Crispin Porter + Bogusky of Miami, spent time with franchisees this summer and was struck by how much of the chain's culture still centered on speed inside the shops. Research found that as many as 30% of Domino's customers still remember it as the 30-minute delivery chain, even though those ads hadn't run for many years.

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