How Domino's Did It Right
As you've probably heard, Domino's recently re-invented their pizza. While a lot of branding pundits criticized Domino's for tarnishing their image, I think they did it right. Here's why:
- In the new world of social media that bleeds transparency - they lived it. They were 100% transparent about what people were saying about their pizza (plus the world already knew the pizza wasn't great).
- In saying how bad their pizza was, it gave them a chance to explain why that hurt them, how passionate they are and how they were going to change.
- They started the whole campaign online. Online/social media people are habitual early adopters. They want to tell others about their experience.
- They encourage the videos to be shared/tweeted/etc. to build excitement about the new pizza.
- They even encouraged Steven Colbert to poke fun of the new pizza. That hit one of Domino's target audiences on the head.
The verdict? I'm one of those habitual early adopters. I tried it the first day it came out and I've had it three times since then. In other words, I loved it.
So did it work? You're reading this review now and probably thinking about ordering one. Don't worry, you can order online and even track the order in real-time.
Comments
I had no idea that Domino's had changed its pizza, but as you said in your post, I do want to try it now.
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