The Meaning Changed, But DiGiorno’s Slogan Stays the Same

and ran an ad featuring Donald Trump, and McDonald’s introduced a “McPizza” to compete. Frozen pizza — with its pebbly cheese and often disappointing results — just couldn’t compare when a piping hot pie could be brought right to your door.

At the time, pizza delivery was still a bit of a novelty, and pizza chains were often profiting off the excitement that, basically no matter where you lived, there was a Domino’s or Pizza Hut or Little Caesars nearby. By now, though, the luster has worn off; these chains are no longer new and delivery apps have made all kinds of delivery easier. DiGiorno used to have to compete with a hot new trend — a fresh pizza brought to directly to your home, ready to eat.

“It’s not delivery, it’s DiGiorno,” then, changes from positioning delivery as the thing against which frozen pizza can compare itself, to the reverse. Everyone knows the landscape of delivery pizza, and the promise of better is more enticing than the promise of the same, but just out of your own oven.

There has also been a change in how Americans view cooking. While in the ’90s the exciting thing may have been someone making a pizza for you, the 2000s saw the rise of cooking as not just a chore, but a hobby. The Food Network, Anthony Bourdain, and other food media helped change the narrative, positioning homemade things as good and artisan, and fast food as a harbinger of the death of culture.

The embrace of lowbrow foods like Domino’s by chefs like David Chang have ensured chain delivery pizza isn’t going anywhere, but brands are trying to remind customers why pizza is enticing, especially when meal kits and Seamless make almost any kind of food available to anyone.to the logo it had in the ’80s, harkening back to a time when delivery pizza was the only game in town. Back when DiGiorno’s slogan meant it just wanted you to think it was delivery.

Maybe they should focus on making edible pizza.

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