Domino’s Pizza Turnaround

In response to Amanda Lai’s Post on honest marketing, I decided to do a post on Domino’s Pizza Turnaround campaign in 2009.

In this innovative campaign, Domino’s featured negative comments from its harsh critics, such as how Domino’s “crust tastes like cardboard” and its “sauce is like ketchup“. Domino’s then went on to show how they transformed their pizzas.

Central to the Domino’s Pizza Turnaround campaign was a mini-documentary which showed the re-making of Domino’s pizzas from the dough to the garnish on the crust. The documentary has garnered nearly 900,000 views on YouTube since its inception and has been an excellent way for fans and non-fans of Domino’s to post their comments.

Though risky, I believe that the Domino’s move was extremely effective. Not only was it original, it rebuilt the trust in the Domino’s name that had been so mercilessly sullied by its many harsh critics. The Turnaround campaign was also effective in portraying Domino’s as quirky, transparent and dedicated to serving the best pizza to delight its customers.