It's been quite a year for Domino's Pizza. They started it out by admitting that their pizza sucked. They came right out and said so in their television commercials. They said their product was bad and they promised to fix it.
Subsequent commercials showed how they were changing their pizza, how they were testing it, how they were improving but not without some bumps in the road. There was one memorable spot that featured a photo submitted by a Domino's customer. It showed a fresh Domino's pizza with all it's cheese stuck to the top of the pizza box. The CEO came right out and said, "We have to do better."
I wrote about Domino's a few months ago when it was determined that it's had more customer loyalty than any other brand it's category. Here is that post: Honesty As A Marketing Strategy
Well they're at it again. They determined that their Cheesy Bread wasn't really all that cheesy. In fact, they say on commercials that theirs was probably the least cheesy of all cheesy breads offered. And they fixed it. More cheese. The commercial shows off some mighty cheesy cheesy bread.
Look, if your product stinks you would be pretty foolish to believe that the consumer hasn't noticed and you would be wasting a whole lot of time and money if you were to advertise that is terrific. I think the days of trying to skirt the truth in advertising are over. The consumers are smart. They don't like being lied to and they remember.
Domino's approach is spot-on. The commercials are not flashy or highly produced. They are honest. The company takes responsibility for having disappointed customers in the past and they are showing how they are making things right. That resonates. Honesty as a strategy. I love it.
Subsequent commercials showed how they were changing their pizza, how they were testing it, how they were improving but not without some bumps in the road. There was one memorable spot that featured a photo submitted by a Domino's customer. It showed a fresh Domino's pizza with all it's cheese stuck to the top of the pizza box. The CEO came right out and said, "We have to do better."
I wrote about Domino's a few months ago when it was determined that it's had more customer loyalty than any other brand it's category. Here is that post: Honesty As A Marketing Strategy
Well they're at it again. They determined that their Cheesy Bread wasn't really all that cheesy. In fact, they say on commercials that theirs was probably the least cheesy of all cheesy breads offered. And they fixed it. More cheese. The commercial shows off some mighty cheesy cheesy bread.
Look, if your product stinks you would be pretty foolish to believe that the consumer hasn't noticed and you would be wasting a whole lot of time and money if you were to advertise that is terrific. I think the days of trying to skirt the truth in advertising are over. The consumers are smart. They don't like being lied to and they remember.
Domino's approach is spot-on. The commercials are not flashy or highly produced. They are honest. The company takes responsibility for having disappointed customers in the past and they are showing how they are making things right. That resonates. Honesty as a strategy. I love it.
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