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Shrinkflation, the practice of brands reducing the size of products, often imperceptibly, and charging the same price or more, has irked many. President Joe Biden slammed the practice in a video, while the French and German governments have pursued anti-shrinkflation legislation.
As for consumers, when they notice shrinkflation, 68% said it causes them to switch brands, according to a Clarify Capital survey in May as reported by Chain Store Age.
Now Domino’s Pizza is trying to take advantage of all those shrinkflation bad vibes with a promotion it’s calling Moreflation. From September 9 to September 29, consumers who order two or more medium two-topping pizzas can bump up one of the pizzas to a large for the same price.
“The largest pizza company in the world is taking a stand against shrinkflation by giving customers more food for the same price,” the company stated in a press release.
The message is the mediums: The Domino’s promotion turns out to be an example of another recently minted inflation-related portmanteau—spaving, whereby consumers are encouraged to spend more to save more. Examples: Spending another $7 to get free shipping or buying one item at full price to get the second at half price.
Edgar Dworsky, the consumer advocate whose Consumer World chronicles shrinkflation examples, told Retail Brew that the Moreflation promotion was a “short-term gimmick,” not a shrinkflation antidote.
“If they were really serious about it, they’d be saying, ‘We’re now adding 20% more cheese to our pizzas, or 10% more pepperoni,’” Dworsky said. “That would show someone is serious about giving consumers more for their money.”
Pie chart: While Domino’s may be a shrinkflation avenger today, it was a practitioner as recently as 2022, when it reduced the number of wings in its $7.99 carryout offer from 10 to eight.
Asked about that instance in 2022, and whether the chain was vowing not to shrinkflate in the future, Domino’s PR Manager Danielle Bulger responded with a comment over email that made no promises against future shrinkflation by the pizza chain.
“Unprecedented inflation hit many businesses in 2022, and unfortunately, Domino’s was not exempt from the impact,” Bulger said. “But Domino’s has long been committed to providing renowned value to our customers whenever and wherever we can.”