Domino’s Pizza gives itself a kick in the back when it makes a “public” confession to its customers that’s like “Yeah, we gotta suck it up to our cardboard-feel pizza crust”, and wants their customers to give them a fair shake so that they can start all over again. Literally, their chefs decide to start all over from sauces and cheese to crust and toppings. Never have I seen a turnaround team so engaged and painfully open about their reactions to customers’ feedback, but they’re surely doing the right thing and making their campaign fun and compelling to watch & follow, hence a great social media project.
Domino’s Pizza’s social media campaign involves the following steps (tactical) that brings out profound learnings (strategic) for all marketers:
Document what customers are saying about their pizzas (the fact that they loathe Domino’s Pizza for the various obvious reasons)
Engage their in-house master chefs to investigate what has gone wrong
Create a new recipe; reinvent the way they market their pizzas using social media
Re-engage their existing customers and ask them to give Domino’s another chance
Classic marketing techniques but applied in a fundamentally open, transparent, graceful yet revolutionary way. Here’s to a praise-worthy brand that truly cares, listens, acts and improves! Good job customers and great job Domino’s on directing negative customer feedback into positive energy to re-focus on creating better products.
Watch the Pizza Turnaround Campaign: