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Domino’s makeover strategy: smart or suicidal?

Domino’s Pizza recently launched a makeover campaign in the US with a ballsy premise: admitting that their product was not good enough. The ‘Pizza Turnaround‘ showcases actual consumers who comment Domino’s Pizza  ‘tastes like cardboard’ and it’s the ‘worst excuse for pizza I’ve ever had’. Ouch. It doesn’t feel good to hear such brutally honest feedback. In a campaign created by Crispin Porter + Bogusky, they decided to fix this problem by creating a new product.

Is this strategy smart of suicidal? I think it’s good for a company to be honest & transparent. That comes with riders,though. Over at the website they display all the tweets about the promotion – including the negative ones.

Has anyone tried the new Dominos Pizza? Is it any less shitty than before?

@dominos #newpizza Dumping handfuls of hot pepper into the sauce does NOT make it tastier, just more painful to eat. Won’t be back.

Another positive aspect is that it forces the consumer to re-think the brand – give it one more chance. On the flip side consumers are likely to wonder what took the company so long to figure out they were making a dud product. What made them listen to consumers all of a sudden? Also, if the new product still doesn’t come up to scratch, it is perhaps the last time a potential consumer would try the product. My hunch is that consumers will try the new product out of sheer curiosity – timing of the confession be damned. I think consumers tend to respond positively to a brand admitting that they fell below expectations and are making amends.

How well this risky strategy will pay off remains to be seen. Any thoughts?

bhatnaturally

Ex-ad man. Love advertising, Apple, tech, digital, design and all things creative. VP - MarCom, @Robosoft. Views personal. See disclaimer for more.

http://www.bhatnaturally.com