Comments on: Domino’s makeover strategy: smart or suicidal?

By: @calyen

@calyen — Sun, 14 Feb 2010 13:37:30 +0000

That's a move in the right direction. The important part here is the quality of video production.
In India we have to really improve the video production standards to implement a campaign like this.

By: kranium256

kranium256 — Thu, 11 Feb 2010 06:19:44 +0000

i really didnt think dominoes was so bad! by hearing such "negative" statements, atleast i felt good that i really didnt get that bad a pizza after all!

but who can deny the great amount of sympathy they'll get for this advertising move! love it!

By: Shikha

Shikha — Fri, 08 Jan 2010 12:20:36 +0000

Interesting story… thanks for the post. Makes me think of the new ad for Brand Equity where the copy reads “PR is the new advertising”.

Can’t think of a better way to deal with such widespread criticism than saying, “Thanks for telling us we suck. Now we’ll get better.” That said, if they do over-commit and still have their pizzas taste like cardboard, then that’s really just that.

By: Chaitanya

Chaitanya — Thu, 07 Jan 2010 16:48:53 +0000

I would think that it is smart. Please read my response to that at:
http://brandednoise.tumblr.com/post/321753443/the-curious-case-of-the-pizza-turnaround-story

By: vivek kamath

vivek kamath — Thu, 07 Jan 2010 04:59:00 +0000

whoever said it tasted like cardboard must have eaten the box. that said, ’30 minutes or free’ never promised a great pizza, just timely delivery.

By: Sriram Iyer

Sriram Iyer — Wed, 06 Jan 2010 11:04:28 +0000

Hey couldn’t it be also of consumer perception. Generally speaking – A brand that has made a mistake then says ‘I’m sorry’ and rectifies the mistake is valued more than say a brand that never has made a mistake.

Consumer psychologically may be? “Oh they now know how bad their product is, and are acknowledging that fact.” So, later on when they say – we’ve improved or we’ve gotten better – consumers might believe they’re frank and have actually improved.

By: bhatnaturally

bhatnaturally — Wed, 06 Jan 2010 10:37:35 +0000

Priyank, thanks for dropping by and the comment. I guess something drastic had to be done to overcome consumer apathy towards the brand. Interesting to see if it works.

By: Priyank

Priyank — Wed, 06 Jan 2010 10:15:28 +0000

Thanks for providing valuable information through this medium..
i think in this era consumers are more mature and aware about the environment. If brand is communicating honestly, then they will respond to it in same manner..
it will favor domino because domino is well known and trusted brand all over the world and US.. when such big brand is talking in frank way people will definitely try it…
but the other part is, if domino will not keep up for expectations then it will definitely lose the credibility… the loss of credibility is hard to tackle…
one more thing… such strategy should be adopted as one of the last option… may be they did it little early.