• Wall Street Journal via Google, Tuesday, December 18, 2007 11:16 AM

While it has been about 14 years since Domino's last promised to deliver a pizza in 30 minutes, the company's one-time pledge is still stuck in the public mind. And the chain is now hearkening back to the vow abandoned in 1993, when a St. Louis woman involved in an auto accident with a Domino's driver successfully settled a lawsuit for seven figures.

After dropping the famous tag, Domino's has struggled to get across a distinctive marketing message. "I don't think there was a time in my nine years here ... where we didn't whine about how we wish we could just put the 30-minute guarantee back," says chief executive David Brandon.

But the company is now rebranding itself with ads tagged "You Got 30 Minutes," although they stop short of actual guarantees. "Our target's need isn't for pizza," says Ken Calwell, Domino's chief marketing officer. "It's for convenience."

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