BUSINESS
03/28/2008 02:45 am ET Updated May 25, 2011

Domino's Tweaks Retired 30-Minute Delivery Promise

It's been 14 years since Domino's last promised to deliver a pizza to someone's door within 30 minutes, but that pledge is still stuck in many customers' heads. Now, the chain is trying to hearken back to that hardy ad campaign -- this time without getting sued.

Domino's made its name in pizza delivery by running ads that offered a discounted or free pie if the driver didn't arrive within 30 minutes of an order. But in 1993, a St. Louis woman who was involved in an auto accident with a Domino's delivery person sued the company on the grounds that the 30-minute pledge led to accidents. Domino's later settled the lawsuit for an undisclosed sum that the company says was in the seven-figure range, and, fearing a wave of similar lawsuits, abandoned the promise.

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