Corporations making big profits from the "artisan" label
Via USA Today, a story on how corporations, including major cheese-centric businesses like Domino's Pizza and Frito-Lay, are labeling their products "artisanal" and reaping major rewards:
For most marketers, laughs Russell Weiner, chief marketing officer at Domino's, calling something artisan is "an excuse to charge a lot of money." Which is why Domino's says it went the other way — sort of....
The box itself pokes fun at the artisan label. "We're not artisan," it says in big red letters on every box. "We don't wear black berets, cook with wood-fired ovens or apprentice with the masters in Italy."
Domino's is calling its new pizza artisan "with a wink and a smile," says Weiner. "We're not taking ourselves too seriously."