What is brand loyalty like in the Nordic countries? CNBC revealed Iceland is by far the largest purchaser of Dominos pizzas in the Nordic countries and most Icelanders are vaguely embarrassed about it
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You'd be pushed to the back of the order queue and the drivers were seen as incompetent and negligent etc because ordering delivery was for a captive audience of people who were housebound and had no choice
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Domino's wanted to make impulse ordering pizza on the phone a new standard and one associated with their brand, so they created the "your pizza arrives within 30 minutes or it's free" policy, which rapidly got ingrained in people's minds as a general rule
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