What do you get when you cross a "tough as nails' judge persona with a subpar pizza restaurant?

Wait, no, that's not Gordon Ramsay! It's Simon Cowell. Is he lost? Did someone mix them up?

America's favourite mean judge is back in the grading seat in the restaurant's new 30-second ad spot. Only this time, he's personifying quality control.

In this campaign, Cowell joins a team of 'Quality Captains' who are upholding pizza to a higher standard.

'On stage isn't the only place Simon Cowell demands excellence,' said Kate Trumbull, Domino's Senior VP, in a press release earlier this week. 'He has an eye for detail and demands perfection when it comes to making mouthwatering pizzas, too. Domino's has a long-standing history of making sure each pizza is delicious, but now, we're taking operational excellence to the next level.'

Brands like Chipotle have recently fallen victim to accusations of skimping out on portions. It's led to customers filming orders during prep and pressuring staff to give their money's worth.

Domino's hasn't been caught in the crossfire of such criticism (yet). But the campaign is a clever acknowledgement of the current consumer mindset. And it's clearly an effort to reassure wary diners the restaurant is prioritising their experience.

According to Frank Garrido, Domino's Executive VP and Chief Restaurant Officer, quality has always been a top priority for the brand. And now, Simon is a powerful visual metaphor to get that point across.

And this campaign isn't the only thing the brand is doing to show they are committed to staying ahead of the curve.

It's a 'tech company that sells pizza.' Well, according to CEO Patrick Doyle, it is anyway.

Critics initially balked at this declaration. However, the brand continues to forge ahead on innovations, leaving smaller chains in the dust.

And it seems to be paying off. Domino's saw revenue increase 7.1% year over to $1.1 billion in Q2 2024, roughly in line with Wall Street's expectations. Part of their strategy is their focus on driving more repeat visits.

Last year, the brand launched a revamped loyalty program that has been successful in attracting members--2 million members, to be exact. This underscores the company's prioritisation of forward-thinking practices and technologies.

We all know Domino's isn't the best pizza in the world. But the brand's efforts go to show that prioritising customer experience can go a long way.