CORPORATE OFFICIALS PUT THE BRAKES ON DOMINO'S SWIFTNESS

"Fast ... Free 30 Minute Delivery." So says Domino's new advertisement.

Delivery may still be "free," but now, Cape Girardeau County patrons can no longer expect $3 off their Domino's pizza if it doesn't arrive in 30 minutes or less.

"We feel like we should follow the national policy," said Dan Lynn, owner of the two Domino's in Cape Girardeau. "The perception of the general public was that it made us driver faster. We want to dispel that."

The perception was heightened as a St. Louis jury recently awarded $78 million in punitive damages to a woman struck by a Domino's driver who ran a red light in 1989. The company is appealing the verdict, according to a corporate spokeswoman.

Since then, Domino's Pizza Inc., the world's largest pizza delivery company that helped make a name for itself with the 30-minute pledge, announced this week that it would drop its guarantee.

"That probably was an advantage for them," says Ron Tucker, manager of the Sprigg Street Pizza Hut, Domino's competition. "They may have lost their edge, but this is a safer policy. It would cause their drivers to hurry too much and cause accidents."

That's not what Lynn says. He contends that his 30 drivers have delivered 90,000 pizzas this year without being blamed for a single accident. All drivers' records are routinely checked, and in the last 10 years, his drivers have had no more than four at-fault accidents, he said.

Domino's driver Eric Struckhoff says he doesn't take the risk of speeding. "It's a week's pay if I get a speeding ticket. It's not worth it."

While the local chains are following the corporate lead, independently owned Domino's are under no obligation to do so. In fact, some Domino's chains, including all the ones in Mexico, continue to give pizzas for free if they are not delivered in a half-hour.

"Quite a few of the franchises still have the guarantee of 30 minutes or free," said Maggie Proctor, a spokeswoman for the corporate company headquartered in Ann Arbor, Mich.

All Domino's chains must still either guarantee delivery in under 30 minutes, or offer a full money-back guarantee, if a customer is dissatisfied for any reason.

Does that mean customers get their money back without returning the pizza if they are not completely satisfied? "It depends on the situation." Proctor said.

"It's up to the driver to determine whether to bring the pizza back. We don't expect any abuse of this," Proctor added.

This "Total Satisfaction Guarantee" -- which has actually been followed loosely since 1987 -- is the same policy the two Domino's chains in the city and one in Jackson are using.

And according to one Domino's manager, customers don't seem to mind the change.

"We had phone calls and we told people we couldn't guarantee them 30 minutes or less, and they said they understood," said Sam Massarweh. "We haven't had one complaint."

But one customer interviewed yesterday says he doesn't like the change. "One of the main reasons I call them is because they deliver in 30 minutes or less," said Jim Wilson, of 729 Themis St.

"I have always timed them. The first time they are late will probably be the last time I call them," Wilson added.

The Associated Press contributed to this story.