Guest Post by Sam Gordon, Peppercom
Last month Domino’s Pizza started their Pizza Turnaround campaign, telling consumers that Domino’s has heard the complaints regarding their pizza and is responding. As I’m sure you’ve seen, Domino’s takes its campaign farther than simply advertising a new pizza. It displays real customers’ most negative tweets and comments with actual Domino’s chefs reacting to them.
I, for one, thought this was genius and audibly gave the ad a wow the first time I saw it. One of the rare times a company actually admits its mistakes (before a giant recall or government takeover) and makes a commitment to correct the course.
Knowing I had the money back guarantee in my back pocket if it was a train wreck, I picked up the phone and ordered two mediums for the first time in six years, i.e. college.
The result: eh.
Better? From what I recall of their pizza, yeah, it’s better – especially the crust. But I’m still not a fan of their pizza.
Here is what I am a fan of though:
After my pizza experience, I took ten minutes and gave feedback on their corporate site. I received no immediate reply and thought I suppose those comments went into a database and will be ignored, or they’ll just cut me a check or perhaps they are planning to film a surprise visit to me with free pizza and use it for their next commercial?!
Actually, the last was not far off. A week later I received a phone call from the local Domino’s franchise owner. After apologizing for the delay, she offered me a full refund, but said that she would love the chance to change my mind by sending my entire office pizza that day for lunch. She was confident if I tried a few options that I would enjoy Domino’s Pizza.
Impressed with the personal touch, I was game to try and have my mind changed. She ended up sending my office five pizzas and happily accepted everyone’s feedback, the positive (there was more than I expected) and the negative.
To me, this is the impressive part of Domino’s campaign.
Not only is the company taking a chance and displaying some vulnerability (my ex girlfriend would be so proud), but they are backing up their marketing efforts with good old-fashioned customer service and moderately improved pizza.
This campaign made me wonder why more companies don’t take such bold measures as to admit there might, just might be something they can fix with their product (I’m looking at you AT&T Wireless Coverage, United Airlines and Star Wars Episodes I, II and III).
Sure, after our office pizza party I still really didn’t love Domino’s pizza, but here’s what happened when I told the franchise owner that. She offered to have me come into the store and taste all of the different options they have. She’s still confident I will find something I like – I’m going in this week.
I suppose the reason that more companies don’t take such bold measures is because they are unwilling to follow them up with bold actions. Bravo Domino’s for trying.