Is Dominos Pizza actually thrown by hand?
Social media cross-border commuters: the pizza maker Domino
Companies should take the conversations and opinions of their customers on social media channels seriously and listen.
That’s clear. But do you have to pack negative comments about the product into an advertising campaign?
Domino, a pizza delivery company from the USA, did just that (and a lot more):
"Dominos tastes like cardboard. Microwave pizza is far superior."
Domino's old pizza is used to grief. Last year, Domino employees spat on the pizza and immediately posted it on video. The employees were fired, the CEO apologized ... but the old Domino Pizza does not come to rest:
Cardboard pizza, made without love, soulless mass product
The old Dominos Pizza has to put up with all of this on the social web. And what do the people at Dominos Pizza do? Throw yourself in front of your product that has been sold for decades? Referring to all the happy customers? Are lawyers finally putting on the march?
Not correct. You offer your critics a stage:
In their video, dubbed “The Pizza Turnaround”, Domino lets his harshest critics have their say.
It gets better. Dominos officials serve the old pizza ice-cold. Of course, Domino quickly has a new one (pizza!). According to the wishes of consumers from the social web. But reveal too much anyway!
For me, despite all the joy about the “openness, the“ transparency ”and the authenticity”, the campaign raises a few questions:
Did all of Dominos' loyal customers have bad taste?
Couldn't you just have said: “The good old pizza has served us well for xx years - it's time to make it (even) better?"
Does the brand really listen to your customers, or are they being instrumentalized for a marketing scoop?
In short: will the pizza baker's social media recipe work?
I mean yes in the short term, because:
Perhaps at Domino it was never really about taste, but customers wanted simple, uncomplicated and, above all, quick pizza-like meals. With luck, all customers have always known that pizza is not a culinary delight and the management is now ready to admit this after millions of pizzas sold
From now on, the comfortable customer even gets a good pizza.
The campaign always generates curiosity among new or ex-customers; the actual qualities of the “newcomers” will determine long-term success.
I think the campaign works in this particular case, if only because it is perhaps the bravest step so far in the direction: “The brand is what the customer thinks it is”.
A panacea is the procedure “We talk badly about the old product in order to advertise the new one”.
Fancy a piece of the “new” domino?
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