Tag Archives: CPK

The Domino’s Effect

10 May

A Little Bit of History

Domino’s Pizza was founded in 1960 in Ann Arbor, Michigan. Today, it is the second-largest pizza chain in the United States (second to Pizza Hut) and has more than 9,000 established franchised stores in the world. An incorporation with a successful foothold in 60 countries has a lot of power over the pizza industry’s reputation and the expectations of consumers with respect to the quality of service that a reputable pizza store should meet.

Domino’s has a history of being the first of its industry to adapt certain unique marketing techniques. For example, in 1973 Domino’s started advertising their 30-minute guarantee to customers. If Domino’s couldn’t deliver the pizza within 30 minutes of ordering, your pizza was free. In the 1980s the offer went from a free pizza to $3 off due to liability issues. Consumers began to speak out about the dangers of the 30-minute guarantee, expressing that it caused the delivery people to engage in unsafe driving. Eventually the 30-minute guarantee advertising campaign was dropped due to political and legal pressures.

What does this history have to do with the new gluten-free pizza crust?  Domino’s has a history of being pizza pioneers when it comes to advertising.  Ironically, the marketing campaigns employed by Domino’s seem to have a domino effect: once Domino’s does it, all of the other chains begin to follow suit.  If history is to repeat itself, I wouldn’t be surprised if more pizza chains not only start offering gluten-free crusts but also follow Domino’s lead with regard to how they offer this new product.

Domino’s Gluten Free Pizza

As most people in the GF and celiac community know, Domino’s started offering a gluten-free pizza crust on May 7, 2012.  Ironically announced during Celiac Awareness Month, the company explicitly stated that this gluten-free pizza is not designed for people with celiac disease.  The pizza crust, in a vacuum, is gluten-free.  What is the catch? Domino’s hasn’t taken any of the necessary precautions to prevent cross-contamination.  In fact, on their website they state “While the Gluten-Free Crust is certified to be free of gluten, the pizza made with the Gluten-Free Crust use the same ingredients and utensils as all of our other pizzas.”

Here is a video that Domino’s made to help get the word out about their new product.

Their advertisement for gluten-free crust starts off by saying “Because we are honest people, here is a disclaimer.”  For the record, a more accurate beginning to their disclaimer would state “Because we are lazy people, here is a disclaimer.” It would simply take a bit more education, training and effort to provide a fairly safe gluten-free option.  At the end of the video ad you hear the narrator saying “Ok, enough already with the disclaimers we are really excited to tell you about our new gluten-free crust…”  Not only is the crust not actually gluten-free but Domino’s goes so far as to dismiss their disclaimer as if it is an irrelevant formality

Issue #1: Gluten Free Labeling Laws

The FDA is close to formally establishing the legal requirements necessary to label a product as gluten free.  Despite being on the books as an issue needing regulation for several years, the FDA has failed to respond to public pressure until now. The FDA only regulates food products but I wonder why the government recognizes that products should be regulated for the gluten-free status but not restaurants that offer similar products.

Government entities like the USDA and FDA protect the US population by regulating highly distributed, manufactured and agricultural food products.  This is important to prevent public health catastrophes related to contaminated food products.

In general, it would not make sense to allocate government resources for regulating restaurants on a federal level because, in the past, if a restaurant had contaminated products or unsafe practices it wouldn’t affect enough people for it to be considered a federal issue. Unfortunately, in the world of chains and franchises, the idea that restaurants only impact their immediate surroundings is no longer true.

In this context we are talking about a pizza company that is located in every single state in this country with over 5,000 individual restaurant locations.  The kitchen ingredients used by Domino’s can affect a large part of the US population and, more relevantly, their institutionalized kitchen protocol can affect people on a population level as well.

If Domino’s wants to offer a gluten free crust they should be subject to some form of regulation since their product is so wide-reaching.  If Domino’s had a kitchen protocol that had all their chains set the ovens to a temperature that consistently undercooked meat, resulting in food poisoning, we would have a national health crisis on our hands.  I don’t know why we are turning a blind eye when it comes to gluten free protocol in the kitchen.

Furthermore, calling their pizza “gluten free” should be considered false advertisement, if not fraud. Their appeal to the gluten free market is abhorrent.  The gluten-free market base is depression-proof and has been consistently and substantially growing for the past 10 years.  You should not be able to con your way into this market. If you take a chicken breast and dredge it lightly in flour before frying it, is this entree gluten free? NO. Is the chicken breast itself gluten free? YES. Similarly, if you have a gluten free pizza crust it is no longer gluten free if you cross-contaminate by preparing it in an environment covered in gluten-based flour (similar to a light dredging, if you will).

Issue #2 Corporate Precent

One of the main reasons that I find Domino’s actions completely unacceptable is because of, what I am calling, corporate precedent.  California Pizza Kitchen started offering a gluten free pizza crust before doing their homework.  They developed a crust but did not research cross-contamination protocol.  As a result, customers complained.  Did CPK slap a disclaimer on their menu and call it a day? No.  CPK pulled the pizza from their menu and started working with the Gluten Intolerance Group to develop a strategy to make their kitchen safe for gluten-free pizza cooking.  Domino’s justifies their lack of concern for cross-contamination by saying that the crust is for gluten intolerant or gluten sensitive consumers. Interestingly, although Domino’s argued that they are catering towards the gluten sensitive population, the Gluten Intolerance Group is the organization that stepped up to help CPK prevent cross contamination.  I really enjoyed this post by Linda who points out that, of all the gluten sensitive people she knows, none of them have “mild” senstiives” and they do not appreciate a contaminated pizza!

                                  

Domino’s has stated that they simply don’t have the kitchen capacity to make a truly gluten free pizza.  It seems reasonable that it might be hard to make a profit if they had to change their kitchen set up for this product.  Then I remember PF Changs, a nationally represented corporate restaurant chain that has successfully created a gluten free menu and has changed their kitchen set up to accommodate safe food preparation.

Before Domino’s the precedents set by various corporations trying to go gluten free have been in favor of trying to prevent cross-contamination. I fear for the gluten free future of the restaurant industry now that such a large and financially successful  company has started saying that it is ok to take the easy way out.

The Bigger Picture

Supply and demand: a fundamental concept in economics.  If consumers demand a certain product, the market will supply it. What happens when the supply and demand get muddled and confused?  Poor products. In response to perceived consumer demands restaurants and food companies are responding by creating “gluten-free” products.  The problem is that the market is not understanding the true nature of the current demand.

Supply is not the issue right now.  There are so many gluten free products on the market.  If current product supply were the issue I would pick up some frozen pizza crusts at Whole Foods, go to Domino’s and ask them to heat it up for me.  What is in need, the demand, is education and awareness.  I don’t need Domino’s to create and produce a tasty recipe for a pizza crust. Udi’s, among other companies, has awesome pizza crust already. What we need is a safe place to dine out 

Empowerment

I want to remind my readers that CPK stopped offering their gluten free pizza until they could establish a safe kitchen environment in response to a letter by a customer.  If you want Domino’s to take accountability then send them a letter (or write them an email) explaining why taking the gluten-free pizza one step further could make a huge difference in your life and in the lives of many other people with celiac disease or gluten sensitivity.

Here is their mailing address:

Domino’s Pizza LLC
30 Frank Lloyd Wright Drive
Ann Arbor, MI 48106
(734) 930-3030

 

Check out my posts on the importance of writing letters and letter writing tips for advice.

Ultimately, if we want to change the market then we need to change the nature and clarity of our “demand.” The first step to this change? Advocate for yourself.
A note about NFCA

Check out their letter from Alice Bast discussing their involvement with Domino’s Pizza.  NFCA has taken a lot of heat for seemingly endorsing Domino’s.  Domino’s reached out to NFCA to consult about their new gluten free product.  NFCA informed Domino’s that the pizza is not safe for Celiacs and reviewed their ingredient lists and kitchen practices to draw this conclusion.  Although the Amber designation is fairly controversial, it is better than Domino’s advertising their pizza as gluten free without a disclaimer.  Check out this post by Linda from theglutenfreehomemaker.com  about why the amber designation may be a huge step back for the Celiac Community. Without NFCA Domino’s might have simply not let consumers know about the serious cross contamination risks.

-CC

Gluten Free Sandwich…from a Deli!

13 Feb

I have a hard time trusting non-gluten free restaurants, specifically pizza and sandwich places, that try and serve gluten free foods.  The risk of cross-contamination is so great that the uncertainty drives me nuts.  Not only is there an excessive amount of gluten ingredients floating around but also, I can’t watch the kitchen staff handle my order.  Honestly, it feels like a sick form of gambling, a Celiac version of Russian roulette, if you will.

Don’t get me wrong, I appreciate the effort that restaurants are making to provide food to GF customers, but I feel that they are targeting the gluten intolerant as opposed to Celiacs, which can be confusing and dangerous for consumers.

Despite my hesitations, I recently dined at a sandwich shop that offered gluten free bread.  Luckily, the sandwiches at this establishment are assembled within view of the customers so I had the opportunity to watch how they handled making a gluten free sandwich amongst a sea of gluten sandwiches!

As a UC Berkeley Bear, it is much to my dismay that my fabulous experience at the sandwich shop happened at Stanford University’s CoHo Cafe.  Here is what I observed:

First, when I ordered the sandwich, I told the cashier that my reaction to gluten is severe and that my sandwich “could not come into contact with any utensils or products that have been touching wheat.”  Similarly to how I sometimes describe a Celiac as being “functionally allergic to gluten,” I did not use the phrase “cross-contamination” so as to avoid confusion over jargon.

You should always remind waitstaff and/or chefs at restaurants offering GF products about cross-contamination.  Some places start offering GF products before they do the necessary research about safe kitchen practices.

After placing my order I watched as the person constructing the sandwiches read my order.  She promptly removed her gloves and took a few knives and a cutting board to a sink to wash them with soap and water. Next, she put on a new pair of gloves and grabbed a package of Udi’s bread from a cabinet.  Interestingly, these were the largest slices of Udi’s bread I have ever seen, they must have been special ordered.

The woman toasted the bread in a designated panini press.  While they were toasting, she went into a back room and brought out a small assortment of condiments that had never been used on wheat products.  She assembled the sandwich on the clean cutting board and cut it in half with the newly washed knife.

It was so great to watch such efficient and proper protocol!  I think Subway could learn a lot from this tiny sandwich shop!  Check out this youtube video of a gluten free customer at Subway checking for cross-contamination.  I also think that college campuses should try to catch up with Stanford’s quality service (I am cringing while typing this).  I had  a meal plan at UC Berkeley for a year and the sandwich station in the dining hall was 100% off limits for me.  Not only was there an unreliable supply of gluten free bread but the staff was simply unaware about cross-contamination and how to avoid it. You know someone has fantastic service when a Bear is willing to compliment the actions of anyone or anything even remotely related to Stanford, let alone a Cafe on their campus.

My sandwich was delicious.  Since my diagnosis with Celiac Disease, I have been craving a deli-made sandwich.  I don’t know why, but there is something special about a sandwich made by a deli…for some reason my sandwiches at home simply aren’t the same.

It is important that restaurants offering GF meals are aware about cross contamination!  Next time you dine out, try talking to your server or the chef about how the food is prepared. California Pizza Kitchen had trouble with cross contamination when they tried to offer  a GF pizza crust. How did they figure out there was a problem?  A pro-active Celiac spoke up.  Now, CPK is working with GIG to develop safe kitchen protocol for their GF products.

Cross-contamination is a serious issue.  You do not have to be an expert, you simply need to advocate for yourself, in order to help a restaurant improve their GF service.

-CC

%d bloggers like this: