Pizza Hut, Panago, Papa John’s, Naked Pizza, oh right, Domino’s, I know what that is. Let’s face it, there is nothing special about their pizza, in fact it is kind of tasteless. This being said, after more than 50 years of doing business, Domino’s is agreeing with their customers that their product sucks too. It is a courageous thing for a company to do, but the leadership team of Domino’s knew that something had to change if Domino’s was to stay as a real competitor in the Pizza industry.
Therefore, the company decided to change Domino’s entire brand focus and image. The era of the original “Domino’s in 30 minutes or less”, which ensured that the pizza got to customers quickly regardless of quality was thrown out the window. Domino’s new direction was about listening and reacting to customer’s honest feedback using social media and direct advertising, which lead to the Pizza Turnaround campaign.
Take a look at the Pizza Turnaround campaign for yourself.
Domino’s risky strategy of and re-making and re-baking the pizza has really paid off. As of September 2010, the company has become the 4th largest e-tailer in the market. Russell Weiner, Chief Marketing Officer of Domino’s, says that changes happened overnight as they were, ”two days away from running out of pepperoni”. Moreover, the campaign has really allowed Domino’s to be transparent through their approach of asking customers to post their feedback, whether positive or negative on various social media channels. The leaders of Domino’s have fixed the problem through their Pizza Turnaround. However, their newest challenge is how to continue on being a success through innovation and listening to their customers.
Watch the Bloomberg episode here.