Thursday, October 20, 2011

Domino's Pizza Turnaround

Dominos Final

24 comments:

Morgan Ghinassi said...

THANK YOU FOR THE PIZZA! YUM!

I thought the presentation was awesome. You guys really made us understand the entire campaign by showing us the videos that Domino's used throughout their campaign.

By seeing how Domino's took their criticisms, made it known that they heard, and decided to change in front of the world was impressive and bold.

The powerpoint was consice and understandable and you both seemed to have great knowledge of your topic.

Great job!

Lauren Williams said...

Great job on the presentation guys! I was able to get a deeper insight into the revamping of a company campaign. I really like how you all highlighted the importance for major companies to listen to feedback and make changes based upon customer reactions. I didn't know much about the "history" of Dominoes pizza, nor much about the negative feedback they received. However you both did a great job on informing me.
I also really liked the intro video that gave us a great overview.

Nice job!

Aly Kauffman said...

Loved the presentation guys!
All of the videos were really helpful to understanding the campaign, not to mention extremely entertaining. I thought the information was presented really well and was interesting too. This topic was a really cool one to pick, because unlike many companys, Dominos took their criticisms, showed them to the world, and actually improved their product. I think it was brave, bold and effective!
Thanks so much for the pizza and great job!!

Aly Kauffman

Catie said...

Hey Guys!

I thought you did a really great job. The pizza was delicious! You turned me onto a campaign that I was very unfamiliar with. I think public relations practitioners sometimes underestimate the power of listening and responding to their customers. Dominoes listened to the comments of individuals who previously had no voice and are now reaping the financial benefits in a big way. I hope that this sets an example for PR professionals everywhere on what matters most in the business world and how to turn negative criticism into positive results.

Good work!

Sara Caterina said...

First off, the pizza was a great touch! Thanks for that!

I thought this campaign was very interesting because it was SO daring. Domino's took a real risk by letting people's comments thread onto their website in real time and by calling their old pizza bad. I feel like this is the advertising generation we're moving into. The "truthful" advertising. The consumer doesn't want the fluff talk about products that was popular in the 1930s-1960s. Now, the consumer wants the company to level with them and that is certainly what Dominos did.

Great choice in videos! Each video was relevant and entertaining. I think the testimonials in the campaign were a great selling point. It really showed people that this new pizza was the "real" deal.

Great job!

-Sara

Christopher said...

Mike & Ari,

An interesting campaign to be sure. However, after reading through your case study I think that Domino's unique approach of accepting blame for a shoddy product would not succeed in any other industry, here's why.

Food is inherently an improvable product. Its creators constantly shaking, mixing and altering ingredients in an effort to make what we eat taste better. Now, I will go as far to say that fast food does not have an indelible impact on our lives. It is a weekend pleasure; an occasional indulgence.

As such, I postulate that brand loyalty within this arena is flexible and relatively transient. I don't have much stake in Domino's Pizza...i.e. I eat it when I want to and move on.

With this in mind I think Domino's did not have the capacity nor means to offend or alienate its consumers given its psuedo-cheese and cardboard crust. They could readily admit their faults and shortcomings, play off them and achieve a growth in sales.

Now, could you imagine if a company like Goodyear tires issued a mea culpa in similar fashion? Admiting that they were sorry for their crappy tires, but they were sorry and are making it right? I don't think so. Only in the realm of food could an Public Relations campaign of this fashion be initiated successfully...

- C

katie said...

ari & mike,
i really appreciated how you guys chose a campaign that was up and coming and still in the initial stages of its transition!

being a girl who looked past domino's in the past because of its product, i can honestly say that i stopped paying attention to its advertising. i was convinced that domino's would never make the attempt to change the thing that it is famous for.

but your campaign demonstrated to me that they did! they looked to the number one thing that kept their company running, their customers! by using criticism from their harshest critics, domino's changed everything about its company that made them famous, besides speedy delivery!

and the pizza, GREAT touch!
it made me re-think why i didn't gave domino's a second chance sooner!

great work..
- katie g.

Danielle Tawil said...

Pizza Turnaround study,

Great! Solid performance. It was clear that you worked hard and prepared adequately. I had no idea that Dominos went that in depth to change their image. It was so much more than a recipe change, it was a culture change for the company! Kudos to them.

Never during your presentation was I confused about the information. You presented everything clearly and sequentially, which is hard to do sometimes when there is so much information to present.


Thanks for the pizza!

katie said...

This seemed like a really fun case study to research. Not only did Dominos handle the potential crisis well, they completely used the bad PR to their advantage and turned it into good PR.

CEO, Patrick Doyle, is an Allstar. He seemed so genuine in the videos and much different than most other CEOs. He acknowledged there was a problem and and apologized to the public in a way that didn't seem pretentious or fake. I wonder how much of that was great coaching or if Patrick Doyle just "gets it."

Alicia D said...

First of all, thank you so much for the pizza!

Your presentation was not only well organized, but it was also entertaining. The videos provided insight and were also comical at times.

This campaign is such a great example of crisis management and how to handle crises properly as well as preparing for crises in the future.

Your insider information provided us with legitimate information on how the whole campaign was formed and implemented.

It's a shame that this campaign has lagged behind in its social media outlets and I hope that they continue to move forward with campaigns that engage their audience. I'm also glad you guys addressed this in your presentation as it is concerning.

I loved the presentation; you guys did a great job!

stylishsally said...
This comment has been removed by the author.
Sally Chia said...

I thought you guys really did an awesome job. I loved the pizza turnaround idea and I thought you did a wonderful job uncovering its specifics. It was really interesting to see the original tapes on the focus groups and I think it really set a great foundation on the primary ground that the company stood on and how to revamped it to create a more "customer caring" face to the corporation.

I think one of the most interesting part of the case study was the websites. I loved how you criticized them for not following up on their "latest news". It's disappointing to see how much effort they put into establishing a communications model, and then letting it die off once they move onto another campaign.

Lauren Damone said...

It was great learning more about a case study that I had only seen on the surface. Domino's did a good job airing commercials during popular viewing times but I had no idea all the websites (pizzaturnaround.com, the pizza box proverbs, etc.) even existed.

I'm still impressed that the corporation came out and admitted their product sucked then listened to their customers to figure out how to improve it.

And thanks so much for the pizza!

:)

Brittany Lorenz said...

Mike and Ari,

Great presentation and thank you for the pizza! I remember hearing freshman year of college than Dominos had changed its pizza, but I never realized the extent of the company’s Pizza Turnaround campaign until your case study.

I love the way that Dominos tackled its criticism from consumers. Although there are exceptions, I believe that most public relations issues can be solved by acknowledging exactly what the problem is and then fixing it. This is a pretty simple concept, but too many entities, whether they are companies, people, or products, try to cover up issues and hide information from the public.

Dominos did the exact opposite, coming forth about extremely embarrassing criticisms of its product (pizza that tastes like cardboard, fake cheese, etc.), and then actually changing its product dramatically for the better.

I loved the use of YouTube clips throughout the presentation and thought that they were extremely effective in conveying your message. I realized during the presentation that I hadn’t eaten Dominos pizza in a few years, so it was great to be able to try it at the end of the presentation. You were both extremely knowledgeable about the topic, and did a great job engaging the audience. Good work!

Giulia Carando said...

Great job on the presentation guys. It was really interesting seeing how being so close to the customer has benefitted the overall company's sales as well as the brand. In addition, I thought it was interesting to see the different ways Domino's used social media tools to engage with the public.

I really appreciate a little history background of the company; it was interesting how long the product cycle can last and when it is about time to undergo a change.

Also I thought, the hand out was very well written and easy to understand.

Great job

Giulia

Yasemin Baris said...

Thank you, again for the pizza!

Crisis communications is a very interesting part of our field. I think that the Domino's case is unique in the way they handled a crisis. Like all successful crisis communications plans, Domino's dealt with the issue head-on. Instead of attempting to defend the product, Domino's took the few negative comments that consistently came up from consumers and did a thorough job in researching what was wrong with the product in order to make the necessary improvements. The biggest success for Domino's was it's transparency throughout the campaign. Consumers truly felt their complaints were being heard and acted upon as seen with the visits to focus group members by the executive chef.

My only criticism of Domino's was the speed in which they responded to the videos of employees tampering with the food. In this day and age, PR professionals are only given a 'golden minute' to act on such matters before they become viral.

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