I don’t know about you, but I’m finding it very interesting to watch what appears to be a desperation move (or is it a Kamikaze mission?) by Domino’s Pizza, as the company has launched an aggressive mea culpa campaign using traditional advertising and social media, including a high visibility video on YouTube, in an attempt to resuscitate its dying brand. The campaign is essentially an admission that their pizza sucks — at least in the minds of customers. Domino’s has listened and is responding with a complete overhaul of the product.
Domino’s president Patrick Doyle speaks to us from his corporate headquarters in Ann Arbor about how painful it was to hear focus group participants describe how bad his pizza is; the crust tastes like cardboard, the sauce like ketchup, the cheese tasteless and processed. The average frozen pizza is far superior. A vocal leader in the focus group sessions, a woman named Adrian, proclaims it to be the worst excuse for pizza she’s ever seen. Ouch. That’s not a wound, it’s a head shot.
