A new marketing campaign launched by Domino’s Pizza targeting the Latino market is being criticized as contributing to the Latino community’s high rates of obesity and diabetes.
Domino’s recently launched a Spanish-language marketing campaign introducing “el combo perfecto de Domino’s,” a promotion that includes two medium one-topping pizzas, a two-liter bottle of soda, an order of Parmesan Bread Bites, and an order of Cinna Stix for under $20. Domino’s said the promotion was based on feedback from Latino consumers from their marketing research.
The feedback Domino’s is receiving now that the promotion is in full swing is not what the company expected. Critics, especially those in the medical community, have criticized the company as being insensitive to the health concerns of the Latino community, where problems of obesity and diabetes are increasing rapidly.
Commercially made pizza is typically made with refined flour, saturated fats, sodium, preservatives, and artificial ingredients, all of which contribute to a high caloric content. One average-sized slice of Domino’s pizza is 300 calories alone. Add in bread bites, desert sticks and sugary soda, and the calorie count mushrooms.
For example, the Office of Minority Health reports that Latinos are 20% more likely than whites to be obese, and Latinos under the age of 18 children are 40% more likely to be overweight compared to their white peers. In addition, 78% of Latinas are classified as overweight or obese, compared to 60.3% of non-Hispanic white women. Nearly 80% of people classified as obese suffer from Type 2 diabetes.
In terms of diabetes, the Office of Minority Health states Latinos are 80% more likely to be diagnosed with diabetes; 60% more likely to enter end-stage renal disease related to diabetes; and 50% times more likely to die from diabetes.
Domino’s has not indicated that they are planning to discontinue their promotion.
Image from Domino’s Spanish Language Website