Guest Post by Ann Barlow, Peppercom
Domino’s has taken some heat (sorry) over the last few days for its new campaign. Were they really the last to know how bad their pizza is? And will new sauce and better cheese solve everything? But Domino’s problems are remarkable only in how widely shared they are. How many auto repair chains have annoyed you? Forget the auto repair shops. How about the manufacturers themselves? Shall we talk about the airlines or consumer electronics?
Truth is, businesses get the fundamentals wrong a lot, and there are plenty of reasons for it: we focus on what’s urgent but not important; we’re more concerned with short-term profit than long-term customer relationships (and so are our shareholders); maybe we’re just bored and lazy.
But once in awhile, circumstances force us to take a long look in the mirror. (Falling sales when cheap food is popular was Domino’s wake-up call.) When you do, and recognize the truth, you have to be willing to make changes, even if it means completely altering the way you do things. How many people or companies are really willing to take that step? It takes real moral courage.
When Domino’s looked in the mirror, it wasn’t pretty. That part’s hard enough. But they acknowledged their failings publicly and then – most important – took steps to change. Let’s face it: that’s where most of us fall short. And it’s not any easier to make changes as a company than as an individual. Okay, so was it really that hard to fix the sauce? To use quality cheese? Domino’s took some snark for what seemed like ‘duh’ moves. But at least they did it.
I applaud Domino’s. This time, they really delivered.