Posted by: madisonbalk | May 16, 2011

Domino’s Pizza “Turnaround”

This is an amazing example of Public Relations done RIGHT.

In late 2009, Domino’s Pizza launched a “Pizza Turnaround” campaign after hearing an abundance of negative feedback from customers. The campaign begun shortly after two Domino’s employees posted a YouTube video of themselves hating on their own company and declaring the terrible quality of the pizza. After hearing comments from customers via Twitter, Facebook, and Domino’s own website, Domino’s decided to listen to its customers and “reinvent” their pizza. They changed all of the ingredients of their pizzas, including the crust and tomato sauce. Patrick Doyle, President of Domino’s Pizza, stated, “There comes a time when you know you’ve got to make a change”. This is exactly what they did. Domino’s created a site, pizzaturnaround.com, which provides everyone with every detail of the new campaign. The site includes press releases, a live Twitter feed from fans, as well as a video documentary that showcases the campaign from beginning to end. Domino’s Pizza has now included Facebook and YouTube into their campaign, and they encourage customers to continue to post comments and provide feedback as to how they can improve the quality of pizza.

This “self-destruction” campaign was very chancy because Domino’s ran the risk of customers continuing to be dissatisfied with their pizza even after the massive change. Because there are so many pizza companies, each company must have its individuality. If Domino’s changes its pizza taste entirely, what sets it apart from everyone else?

Domino’s Pizza did an amazing job with this campaign. They went so above and beyond what they had to do, and it showed. They did an incredible job of listening to their customers and took it to the next level completely. What I loved about this campaign was that Domino’s completely reinvented their pizza just to satisfy their clients’ needs. Most companies who “listen” to criticism will only make little changes. The fact that Domino’s took these changes to the extreme proves that the company’s sole purpose is to have quality customer service.

Another great thing that this campaign accomplished was the use of many social media sites. Because of this strategy, Domino’s now has many more outlets for customers to give feedback, and the company is able to provide new information and marketing strategies from a different source.

One con that this campaign had, however, was that it still asked the question, “What if customers don’t like the NEW pizza?” Pizza companies can always change as many things as they want about their pizza, but the issue always remains the same as to whether or not customers will be satisfied with the new flavor.

Once PR practitioners understand the true meaning of LISTENING to their clients, they will succeed. Thank you, Domino’s Pizza.

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Responses

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