"Artisan"

       Domino’s now has special “Artisan” pizza.  Pretty fancy name.  A Times story says the term comes “from the Italian artigiano, was coined as far back as the 16th century to refer to a skilled craftsman who carved or otherwise hand-tooled an item.”

       Foodies have used the word to signify “made in an old-fashioned hands-on manner.”

       But Domino’s doesn’t want to alienate its regular customers who could care less about foodies and their ritzy terms; so Domino's also puts on its box in large letters:  “We’re Not Artisans.”  And, ”We don’t wear black berets, cook with wood-fired ovens or apprentice with the masters in Italy.”

       Domino’s:  straining to speak out of both sides of its mouth.