If you asked me what my favorite food is I’d probably say pizza, which is likely the reason a recent Domino’s commercial got my attention.
In the spot they highlight that their pizza wasn’t up to par, and that they’ve listened to complaints and have taken action to make it better. If I had to guess I’d imagine that the company was losing sizeable market share, which is what prompted the ingredients changes highlighted in the spot.
What I really like is the fact that they aren’t just touting the change, but they explain why the change was necessary. Admitting faults shows humility and is something people tend to appreciate.
And not only is Domino’s talking about the change, they’ve including a money back offer if you don’t like the pizza. So now, you’ll have people that like Domino’s trying the product, but you’ll also have people that weren’t a fan trying out the new product as well.
I haven’t stumbled on the TV spot just yet, but I did find “The Pizza Turnaround” Documentary (Watch it below) on the Domino’s Web site. The video highlights the problems they had to deal with…
Oh, and before you watch the video, click here. The link takes you to a Domino’s microsite that highlights the change. Notice how they’ve incorporated the Twitter feed in the right sidebar. Speaking of Twitter, make sure you notice the first few screen shots of the video.
Now all I need to do is figure out which night this week I can cheat on “Get Fit” series and order Domino’s!
Note: The microsite has comments enabled which means they will need to be carefully moderated and responses crafted. The Twitter feed also has a few negative comments (at least when I glanced), but they were outweighed by positive comments. Regardless, both types of comments raise curiosity as to whether the new pizza is any good.
