Domino’s gets it right

Guest Post by Ann Barlow, Peppercom

January 19 - dominos-pizza 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.

4 thoughts on “Domino’s gets it right

  1. Thanks, Lunch Boy. I haven’t tried the new stuff yet but we figure when my teenage son has friends over this weekend, we’ll give it a try. I hope it goes well for Domino’s, especially since it might encourage all the other companies that have substandard products or services to make wholesale changes.

  2. They must have thought of it, so I’d be curious to know why they decided not to acknowledge the thousands who buy their pizza every day. I hope it wasn’t sacrificed just because they couldn’t squeeze it into a :30 spot.

  3. I applaud them for their transparency and their courage. But I have to say I am still one of those that thinks they went a bit overboard. Where’s the love for the millions of current customers? Does that mean we have no (or poor) taste buds? I think they could have improved things while still acknowledging/thanking current consumer base. Still feels a bit like “New Coke” to me http://brandtwist.com/?p=1761

  4. Yummy post, Ann. Dominos did take some heat, but they stayed in the kitchen. I applaud Dominos for that, and this eater is interested in tasting the new pie. I would also welcome back the Noid, but I doubt that is going to happen.