Advertising / Digital access / Marketing

Milford is getting national press, thanks to a clever marketing campaign by Domino’s

“Paving for Pizza” puts the downstate town on the map in a major marketing campaign.

A pizza, not a pothole. (Photo by Flickr user T.CSH, used under a Creative Commons license)

What do you do if you’re a big restaurant chain in an increasingly localized restaurant world? You go big with marketing. IHOP sent Twitter abuzz when it announced a name-change to IHOb, with the “b” for burgers (the move was a publicity stunt — the new line of burgers is real).

Michigan-based Domino’s Pizza figured out a way to generate some hype without becoming Dobino’s: the company’s “Paving for Pizza” campaign is getting people talking. Domino’s is asking customers to nominate their town to be selected to have its potholes filled by the company — and tagged with the Domino’s logo and the line “Oh yes we did.”

To demonstrate the program, which was announced on June 11, Domino’s selected four U.S. towns ahead of its official launch to show folks they’re serious. Among those four is Milford, the Kent/Sussex town that will also be hosting its first Ladybug Festival this summer. Since the announcement, Milford has been in the news nationwide, along with the three other Paving for Pizza towns: Athens, Ga., Bartonville, Texas and Burbank, Calif.

“Potholes, cracks and bumps in the road can cause irreversible damage to your pizza during the drive home from Domino’s,” the company says cheekily on its website, which even has an entertaining “Pothole Impact Meter” that shows damage done to a pizza as it bounces in the box in different road conditions.

It’s an obvious gimmick, but it’s one that really helps out the towns selected.

“This is an opportunity to get additional money to stretch our city’s limited resources,” said Eric Norenberg, Milford’s city manager, on the city’s page on Can’t fault that.

With Milford already selected, it might be a long shot for another Delaware town to get its streets repaired with red-white-and-blue pizza flair, but you never know. To nominate your town, click here.

Before you go...

Please consider supporting to keep our independent journalism strong. Unlike most business-focused media outlets, we don’t have a paywall. Instead, we count on your personal and organizational support.

3 ways to support our work:
  • Contribute to the Journalism Fund. Charitable giving ensures our information remains free and accessible for residents to discover workforce programs and entrepreneurship pathways. This includes philanthropic grants and individual tax-deductible donations from readers like you.
  • Use our Preferred Partners. Our directory of vetted providers offers high-quality recommendations for services our readers need, and each referral supports our journalism.
  • Use our services. If you need entrepreneurs and tech leaders to buy your services, are seeking technologists to hire or want more professionals to know about your ecosystem, has the biggest and most engaged audience in the mid-Atlantic. We help companies tell their stories and answer big questions to meet and serve our community.
The journalism fund Preferred partners Our services

Join our growing Slack community

Join 5,000 tech professionals and entrepreneurs in our community Slack today!


How to encourage more healthcare entrepreneurship (and why that matters)

Find out what type of heat wave you’re really in for with NOAA’s HeatRisk dashboard

How AI can revolutionize education's quest for truth

Welcome to Camp Apple Intelligence

Technically Media