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  • http://www.wonderbranding.com/ Michele Miller

    Wow! Bravo to Domino’s for facing the heat and making the change. Every company in America should sit up and take notice. What an excellent example of putting credibility on the line… and a willingness to change.

  • http://www.wonderbranding.com Michele Miller

    Wow! Bravo to Domino’s for facing the heat and making the change. Every company in America should sit up and take notice. What an excellent example of putting credibility on the line… and a willingness to change.

  • http://www.jeffsextonwrites.com/ Jeff

    Great post, Tom,

    Quick question: amidst Domino’s admirable admission of piss poor quality, did you find their very earnestness and surprise to be credibility weakening?

    I kept thinking, “give me a freaking break, dude, like, you didn’t know your pizza was substandard? Do you not have taste buds? Have you never ordered one of your pizzas anonymously? You had to “rethink” everything? Really? It’s freaking pizza! It just aint that hard to make a decent one. It’s not like your pizza sucked because you messed up a super-difficult recipe, your pizza sucked because you willingly used inferior products to make it. It doesn’t take a genius to figure out that if you use 3rd rate, processed cheese, then your pizza won’t taste very good. And yet you want to act shocked in front of the camera and have me believe it? What do you take me for?”

    Anyway, bravo to Domino’s for turning things around, but I found the very spin they tried to put on this turned me off to the point where I started discounting their turnaround story. I also found their “we’re one big team at Domino’s schtick to fly in the face of a certain viral video that popped up on the internet a year or so back.

    What was your take on those aspects of the commercial? Did you find them to be credibility killers, too?

    - Jeff

  • http://www.jeffsextonwrites.com Jeff

    Great post, Tom,

    Quick question: amidst Domino’s admirable admission of piss poor quality, did you find their very earnestness and surprise to be credibility weakening?

    I kept thinking, “give me a freaking break, dude, like, you didn’t know your pizza was substandard? Do you not have taste buds? Have you never ordered one of your pizzas anonymously? You had to “rethink” everything? Really? It’s freaking pizza! It just aint that hard to make a decent one. It’s not like your pizza sucked because you messed up a super-difficult recipe, your pizza sucked because you willingly used inferior products to make it. It doesn’t take a genius to figure out that if you use 3rd rate, processed cheese, then your pizza won’t taste very good. And yet you want to act shocked in front of the camera and have me believe it? What do you take me for?”

    Anyway, bravo to Domino’s for turning things around, but I found the very spin they tried to put on this turned me off to the point where I started discounting their turnaround story. I also found their “we’re one big team at Domino’s schtick to fly in the face of a certain viral video that popped up on the internet a year or so back.

    What was your take on those aspects of the commercial? Did you find them to be credibility killers, too?

    - Jeff

  • http://www.MarketingBeyondAdvertising.com/blog/ Tom Wanek

    Jeff, I agree 100% with your assessment! The video was too plastic coated and a credibility turnoff. And, I too refuse to believe that the head honchos at Domino’s were clueless that their pizza sucked. I’m guessing they didn’t care. That is, until earnings took a tumble.

    Still, what impressed me most was a radio ad I heard while driving in the car yesterday. It used some of the harsh criticism from consumers to boost credibility. Sadly, I was unable to locate it and went with the video instead.

  • Brett

    It’s a good idea, but I have to wonder whether or not, in this instance, the train left the station. Here’s the problem that Domino’s runs into: Why should we believe them now?

    Colbert’s piece inadvertently hits on it. They have tried to wow us with new recipes and crusts. They claimed they used real cheese before (the cheese industry emblem was in their spots) and otherwise convince us that the product is good. The only difference this time is an admission that they suck donkey balls. That and the fact they tacitly admit they lied to us for years. The risk in what they are doing is not in the fact that they discuss their flaws. That risk pales in comparison to these:

    1. That the remainder of the market that is willing to believe them tries the product and actually does find it is improved.

    2. That the market does not simply view this as a ploy…just like all of the other ploys Domino’s has used to convince them that this time…this time…the food actually tastes good.

    3. The pizza isn’t, in fact, any better and then NO one listens to them again.

    Credibility is a nice attribute. But the problem is that Domino’s credibility on this issue is long since gone. The mea culpa is fine, but that will only–maybe–get them one last sale to the skeptical. If that first bite is not a home run that tastes like it came from Dino and Giovanni’s down the street, especially after that build up on the new recipe, who would ever trust anything they said again? It’s an incredibly high-risk strategy for them with some upside, but a shit load of downside. They are walking a tightrope without a net on this one.

  • Tom Wanek

    Jeff, I agree 100% with your assessment! The video was too plastic coated and a credibility turnoff. And, I too refuse to believe that the head honchos at Domino’s were clueless that their pizza sucked. I’m guessing they didn’t care. That is, until earnings took a tumble.

    Still, what impressed me most was a radio ad I heard while driving in the car yesterday. It used some of the harsh criticism from consumers to boost credibility. Sadly, I was unable to locate it and went with the video instead.

  • Brett

    It’s a good idea, but I have to wonder whether or not, in this instance, the train left the station. Here’s the problem that Domino’s runs into: Why should we believe them now?

    Colbert’s piece inadvertently hits on it. They have tried to wow us with new recipes and crusts. They claimed they used real cheese before (the cheese industry emblem was in their spots) and otherwise convince us that the product is good. The only difference this time is an admission that they suck donkey balls. That and the fact they tacitly admit they lied to us for years. The risk in what they are doing is not in the fact that they discuss their flaws. That risk pales in comparison to these:

    1. That the remainder of the market that is willing to believe them tries the product and actually does find it is improved.

    2. That the market does not simply view this as a ploy…just like all of the other ploys Domino’s has used to convince them that this time…this time…the food actually tastes good.

    3. The pizza isn’t, in fact, any better and then NO one listens to them again.

    Credibility is a nice attribute. But the problem is that Domino’s credibility on this issue is long since gone. The mea culpa is fine, but that will only–maybe–get them one last sale to the skeptical. If that first bite is not a home run that tastes like it came from Dino and Giovanni’s down the street, especially after that build up on the new recipe, who would ever trust anything they said again? It’s an incredibly high-risk strategy for them with some upside, but a shit load of downside. They are walking a tightrope without a net on this one.

  • http://www.MarketingBeyondAdvertising.com/blog/ Tom Wanek

    Brett, that’s just it. If your product can’t back up what you’re saying in your advertising — and what your are willing to spend to gain credibility — then you shouldn’t send that particular message. It’s better to redirect your resources.

    Admittedly, I’m applauding the transparency and believability of the message – NOT the new recipe. I haven’t tried it and cannot speak to its quality. But I agree, if it doesn’t impress, Domino’s is in even deeper waters than they’ve been swimming in recently.

  • Tom Wanek

    Brett, that’s just it. If your product can’t back up what you’re saying in your advertising — and what your are willing to spend to gain credibility — then you shouldn’t send that particular message. It’s better to redirect your resources.

    Admittedly, I’m applauding the transparency and believability of the message – NOT the new recipe. I haven’t tried it and cannot speak to its quality. But I agree, if it doesn’t impress, Domino’s is in even deeper waters than they’ve been swimming in recently.

  • http://www.philsforum.com/ Phil Wrzesinski

    Brett,
    I think that what you’ve pointed out is exactly what lends MORE credibility to the ads. They have certainly risked everything they have by a) admitting their pizza sucked and b) telling you it’s way better. As you explain, this campaign will either make them or break them. But doesn’t risk lend credibility, too?

    Sure they knew their previous pizza sucked. They were making money, though, which matters most in their world. But Little Caesars was kickin’ their butt in the bottom feeders of pizza category. They couldn’t match the Hot N Ready Pizza campaign (talk about cardboard flavoring), so they needed to move into a new direction.

    And these new ads make me more willing to try their new pizza, something I’ve avoided in all the other ads they’ve used about how good their pizza supposedly was. None of the previous ads were believable at all. This one made me sit up and notice. Isn’t that the goal of advertising? I think they got that part of the equation right. Now the PEF has to match up to the ad. If it does, they’ll do great. If it doesn’t, then the new ad campaign will just help them fall more quickly.

    Doesn’t Roy constantly say that advertising only speeds up the inevitable?

  • http://www.philsforum.com Phil Wrzesinski

    Brett,
    I think that what you’ve pointed out is exactly what lends MORE credibility to the ads. They have certainly risked everything they have by a) admitting their pizza sucked and b) telling you it’s way better. As you explain, this campaign will either make them or break them. But doesn’t risk lend credibility, too?

    Sure they knew their previous pizza sucked. They were making money, though, which matters most in their world. But Little Caesars was kickin’ their butt in the bottom feeders of pizza category. They couldn’t match the Hot N Ready Pizza campaign (talk about cardboard flavoring), so they needed to move into a new direction.

    And these new ads make me more willing to try their new pizza, something I’ve avoided in all the other ads they’ve used about how good their pizza supposedly was. None of the previous ads were believable at all. This one made me sit up and notice. Isn’t that the goal of advertising? I think they got that part of the equation right. Now the PEF has to match up to the ad. If it does, they’ll do great. If it doesn’t, then the new ad campaign will just help them fall more quickly.

    Doesn’t Roy constantly say that advertising only speeds up the inevitable?

  • http://www.BrandCandid.com/ Ken Brand

    The “Sepeku” approach is wise these days. Whether the pizza is better now or not, whether the deliver on their promise or not is a matter of execution, not angle of approach (in terms of marketing). These days, I believe consumers are attracted to honesty and candor. If Dominos had simply advertised “New and Improved” without fessing-up, we wouldn’t be talking about them at all, their upgrade would have been yawned at. I’m sure millions, including myself, ordered to see what the change is. I did and I couldn’t tell the difference in pizza, but the ad attracted my attention and caused me to buy.

  • http://www.BrandCandid.com Ken Brand

    The “Sepeku” approach is wise these days. Whether the pizza is better now or not, whether the deliver on their promise or not is a matter of execution, not angle of approach (in terms of marketing). These days, I believe consumers are attracted to honesty and candor. If Dominos had simply advertised “New and Improved” without fessing-up, we wouldn’t be talking about them at all, their upgrade would have been yawned at. I’m sure millions, including myself, ordered to see what the change is. I did and I couldn’t tell the difference in pizza, but the ad attracted my attention and caused me to buy.

  • http://www.brandingblog.com/ Dave Young

    Ken nails it. Whatever you can say about your product that causes people to buy it…you should say.

  • http://www.brandingblog.com Dave Young

    Ken nails it. Whatever you can say about your product that causes people to buy it…you should say.

  • Tarvin

    You know what? I know that some view this as a great marketing campaign, but I don't see the truth in that. As far as a short term increase in revenue due to curiousity, I could see how this was very successful. However, there is one plain truth that cannot be ignored.

    The pizza still sucks.

    I grew up on Domino's pizza and I absolutely loved it. I may have had local stores that were diamonds in the rough, but I doubt that(15-20 years ago). Nothing beat Domino's. Now, the only pizza worse than Domino's is Pizza Inn. It saddens me that the company has fallen so far in quality.

  • http://www.MarketingBeyondAdvertising.com/blog/ Tom Wanek

    Tarvin, here's a follow up blog post to the Domino's story: http://www.marketingbeyondadvertising.com/2010/…

    My hope is that you look at the believability of its message – not the follow through of the strategy. But you're correct, in order for this to work long term, the pizza has to be good.

  • Steel

    Their pizza is still terrible. Some of the worst I’ve ever had. They should just merge with Pizza Hut (another loser joint) and implode.

  • Dhorton817

    Tonight My wife and I decided to order a Domino’s pizza using a coupon that allowed us to pick two toppings for $5.99. We ordered a large pepperoni and Italian sausage thin crust. When we got home the first thing that I noticed was that they cut in some weird shapes instead of the normal pie shape, the meat was skimpy and it had almost no sauce. But the biggest surprise was that there was NO CHEESE on this pizza!
    They should have explained that CHEESE had to be one of the two choices of toppings.

    I’ve had poor quality pizza before but this beats all of them and was horrible!
    I would rather pay triple the price for someone else’s pizza.

  • Whomeyeahyou68

    worse pizza i ever tasted … i used to love dominos before they changed it to much spices no sauce dry like carbord will never buy it again … go back to the way it used to be made…..

  • James Norred

    I have ordered from them 3 times and 3rd time was my fault. 1st time my bad 2nd shame on you 3rd your a idiot and i must be a idiot thinking they could make it right. Everyone of my pizzas was screwed up. 1 time they didn’t even deliver my pizza I called 45minutes later and my pizza was sitting up there. The 3rd time the driver tells me the manager of the dominoes in Decambre La will not deliver to us. I order a pacific veggie on the thin crust add fiery hawian toppings. How hard is that. Those stupid inbred retards can’t get it right. I have filled complaints and nothing has come of them. I hope they go belly up!

  • Rmadera

    I’ve got an idea for their next ad campaign:  OUR PIZZA SUCKS EVEN WORSE!!

  • Kborges150

    I used to be a domino’s pizza hold out….until I tried their pizza…. now I can say they have LOST A CUSTOMER FOR LIFE! Their pizza SUCKS!!!!! its really bad.