Pizza Time! Domino’s Keeps it Real

When a company is this bold, transparent and carries such swagger to reinvent its age-old secret recipe, it’s bound to turn some heads and raise some eye-brows—but all in a very good way.

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:

Step 1:

Document what customers are saying about their pizzas (the fact that they loathe Domino’s Pizza for the various obvious reasons)

Step 2:

Engage their in-house master chefs to investigate what has gone wrong

Step 3:

Create a new recipe; reinvent the way they market their pizzas using social media

Step 4:

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:

Related posts:
HubSpot's Inbound Marketing Blog on How Domino's is Using Customer Feedback and Social Media Outreach
Capturing Your Customers' Full Value
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One response to this post.

  1. How refreshing is an ad like this – i love it when the “boss” talks to the people and not the accountants to see why sales are down. Good job Domino’s ( nice pick up Uof M ).

    Reply

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