Putting an End to the "Dominos" Effect

With today's economy and changing country, I really think Americans value honesty. And the most notable honest company lately has been Domino's Pizza. With the launch of their new Pizza Turnaround campaign, Domino's is really gaining consumer and public support.

The campaign is unlike anything seen before. Domino's commercials are making it a point to highlight the old faults of the company. They feature employees talking about consumer's negative comments concerning the sauce and crust of these chain's pizza. Some of the commonly heard complaints include "the crusts tastes like cardboard," "the sauce tasts like ketchup," and one customer said "it doesn't feel like there's much love in Domino's pizza."

After holding focus groups and finding out what their public wanted, Domino's revamped their sauce and crust, adding more herbs and I'm pretty sure there is some love in there too! Domino's currently has a special where customers buy two 2-topping medium pizzas at $5.99 each and if they don't like it, they get their money back. What a deal! They are obviously confident in their new product. This bold move really makes a statement to me and I think a company should stand behind their products this strongly!

As a PR kid, I feel the entire campaign is brilliant. The blunt honesty Domino's is showing America is admirable. When watching the documentary on their campaign Web site, I felt connected to the employees. They were down to earth and real with their audience. I believed every word they said, not because they were convincing, but because they were genuine.

Domino's has really set the bar high. Not only did they openly share with their publics the problems with their pizza, but they took their audience on the journey that brought them to their new and improved pizza. Personally, I have never been a huge Domino's fan for many of the reasons most people weren't, their pizza just wasn't good. After this campaign, I cannot wait to order some pizza and start feeling the love Domino's is now obviously has adding to their list of ingredients!