Many of you probably remember the Domino’s fiasco of last April when two employees made a rogue video pretending to put disgusting things in the pizza.
The employees were fired, the video was removed from You Tube and the company issued a statement reassuring people on the quality of their food (and their employees).
If you missed the incident, it’s summarized in this video from the Today Show.
Well, a quick 8 months later, Domino’s is creating it’s own viral campaign with this video called “The Pizza Turnaround”.
My question is whether this effort is an effective authentic response, or whether it goes too far in it’s apologetic tone.
My feeling is the latter.
Rather than simply talk about taste improvements (a thing that every food brand does from time to time), it makes too much of a point on the dissatisfaction of the old recipe.
But what if I wasn’t dissatisfied?
What if I actually kind of liked the old Domino’s?
All fast food can be improved.
But my expectations from Domino’s were more in the camp of decent food, great value, quick delivery.
After watching this video, I feel kind of silly for eating it before.
Boy my standards must be pretty low for putting up with “cardboard crust”.
Where is the acknowledgement of the things that were right with the pizza (in deference to what must be millions of loyal consumers)?
I applaud their willingness to open up the kimono. But I think they’ve gone too far by saying the product was “horrible” and now they’re making it better.
It makes me wonder if they might find themselves in a “New Coke” situation where they will have to re-issue Domino’s Classic for people who were OK with the pizza before.
That’s my point of view. What’s your twist?
What do you think of the Pizza Turnaround?