Perhaps the most forward-thinking aspect of their re-launch was a series of commercials, which aired in 2009 and 2010. In these ads, customers were shown voicing their disgust at the quality of the “old recipe” pizza (e.g., “The crust tastes like cardboard”). These comments were then followed by Domino’s hitting the streets with their new product to re-engage with their harshest detractors to win them back.
The company also released a short-film, which provided the history of the pizza chain as well as showing the painstaking reactions from employees while hearing and reading these complaints.
As President Patrick Doyle noted in the short film, “You can either use negative comments to get you down or you can use them to excite you and energize your process and make it a better pizza. We did the latter.”
Early returns from the campaign indicated it was an incredible success, with a 14.3 percent increase in same-store Q1 sales from 2009 to 2010, with similar gains realized in Q3 (11.2 percent improvement when compared to Q3 in 2009).
This trend has continued, with the stock price climbing almost 20 percent over the past 4 years. The entire transformation is not yet complete, as Doyle is committed to providing complete transparency to Domino’s customers by 2017 by allowing them to see the entire pizza-making process.
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Vulnerability is a painful, yet powerful experience. It is not easy listening to scathing feedback. However, being open and accepting allows us to build even stronger relationships with the people around us, even when we may feel the opposite. Showing our vulnerability and empathizing with the customer experience goes a long way to building a better brand and stakeholder relationships.
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