In its new campaign, Domino’s ‘fesses up to having served “crust like cardboard” and “sauce like ketchup” for years. Then it asks pizza lovers to forgive, forget, and try its new recipe.
“By doing that they are basically saying, ‘We’ve been shoveling you crap for years and now we want you to trust us,’” says Kelly O’Keefe, managing director of the Brand Center at Virginia Commonwealth University, in an Associated Press story.
Or like your partner saying, “I cheated on you, but now I’d like to try to make it work.”
Could other brands benefit from this confessional approach? These, for example?
GM: “When we heard that what you really want are well-designed, fuel-efficient cars that are affordable and fun to drive … well, frankly, it was hard to face. But now, after working night and day, we’ve changed everything. We think you’re going to be surprised.”
American Airlines: “We’ve made you wait in long lines, pay for your luggage, sit on the tarmac for hours, and miss your connecting flights. But learning how you felt about it hit us right in the heart. Now, we’ve completely reinvented ourselves. It’s what being great is all about.”
Budweiser: “As you have switched your taste preference to microbrews and imports, we have had to accept the criticism that our beer is watery and flavorless. Even after brewing it that way for generations, there comes a time when you have to step up, face reality, and make a change. That’s what we did. We can’t wait for your reaction to our new flavorful beer.”
NFL: “You told us our athletes play like they don’t care. Let’s face it — they’re spoiled. We pay them too much money and they spend it all on drugs, sex, and toys. That’s why we’ve decided to go back to the basics and air high school games instead. Unpaid players playing solely for the love of the sport – you won’t believe the difference! It’ll put excitement back into the game. Check it out this Friday night!”
Which other brands should ask you for a second chance?
Take your pick of casual dining chains: Applebee’s, Chili’s, Cheesecake Factory, et al. They are guilty of basically shoveling crap, premium-priced crap, but crap none the less. Especially when it’s touted as “fresh” and “original.” But at least most of them give the perception that somebody along the way has tasted the food. I mean, really, Domino’s was surprised that people think their crust tastes like cardboard? Do they even eat their pizza? Have they eaten any other pizza?
“Or like your partner saying, “I cheated on you, but now I’d like to try to make it work.”" Exactly. Think the person who got cheated on feels duped? Like, you cheated on me, and now — now that you’re in trouble — in your best Dr. Phil voice, you’re going to trumpet the cornerstones of love and fidelity, as if you invented virtuous behavior.
While the admission of poor quality is refreshing, it’s incredulous that Domino’s suddenly chose to take action because of Twitter posts or “tastes like cardboard” remarks or the unrelenting passion of its committed staff. Then, their solution? A campaign about fresher, better tasting ingredients. Besides that customers expected that all along, doesn’t that position sound familiar? Isn’t that what the Camaro-driving pizza guy from Louisville has been talking about — for years?
I love the part of the video in which product improvements are attributed to “the best chefs” testing recipes and ingredients; the woman exclaiming the sauce has “garlic and oregano;” the cook telling us gleefully about “real cheese;” and the company leader telling us how chefs worked “day and night and weekends.” Guess what? They didn’t need to do any of this. There are no less than a half dozen places within two miles of my house where they could have learned in no time how to make good pizza. As far as garlic and oregano and real cheese — Domino’s is supposed to provide that.
Sloppy management, poor quality control, lackluster advertising, unsuccessful innovation, a competitor on fire and probably scores of disenchanted screaming franchisees less competitive than when they invested in the company; a former pizza giant rolling downhill, a one-time American icon becoming less relevant each passing day — those are the reasons for the The Pizza Turnaround.
I get it, though. We all do. But seems to me “The Pizza Turnaround” will be determined a success if it results in a business turnaround.
Humility is cool, and it’s endearing. No arguments there. But the enthusiastic confessions about what was always obvious make this curious.
Great rant, Michael!
This discussion seems to lean in two directions:
1) Those who embrace Domino’s for their transparency, such as incorporating a Twitter feed at http://www.pizzaturnaround.com/ for comments, both positive and negative
2) Those who are unwilling to trust Domino’s for so recently confessing to crimes that were so widely evident for so long
Thanks for your comment.