Dive Brief:

• Domino’s Pizza has enlisted TV personality Simon Cowell for an ad campaign that debuts Aug. 19 and promotes new quality control measures at the chain, according to a press release.
• Cowell dons the cap of quality captain, reviving a tough-as-nails judge persona made famous on shows like “The X Factor” and “American Idol.” In the spots, Cowell offers withering criticisms of pizzas down to details like topping distribution before the staff get the pies just right. 
• Domino’s is appointing in-store quality captains to carefully check on orders. The strategy comes as diners have gotten pickier about quick-service restaurants as they grapple with rising prices. 

Dive Insight:

Cowell is again sitting in the judge’s chair, this time behind a metal kitchen counter. Domino’s is leveraging the TV star’s infamously blunt assessments, usually reserved for reality competition shows, to emphasize more stringent standards enforced by staff acting in new quality captain roles. The brand’s agency of record WorkInProgress led development of the campaign, which is running on TV, digital and other channels, while Maggie Carey handled directing duties.

Putting ads behind quality captains is part of Domino’s bid to take “operational excellence to the next level,” Senior Vice President and Chief Brand Officer Kate Trumbull said in a statement. Quality captains will ensure pizzas have the correct toppings and add-ons like dipping cups before heading out the door.

Consumers have become vocal criticizing QSR chains they perceive as falling below expectations and not delivering on value. Brands like Chipotle have faced accusations that they skimp on portions, with customers going as far as to film orders during the preparation process to pressure staff into heaping on enough food.

Domino’s is known for billing itself as a tech company that happens to sell pizza, but the additional human oversight could reassure wary diners. Other QSRs are experimenting more with automation to improve efficiency, with some lackluster results.

Domino’s saw revenue increase 7.1% year over to $1.1 billion in Q2, roughly in line with Wall Street’s expectations. The company has been focused on driving more repeat visits. It launched a revamped loyalty program last year that has been successful so far in attracting members.