Domino's Successful Failure

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Going back to their story of taste failure and re-creation, what has been the result of Domino’s strategy of self-deprecation? It appears to be SUCCESS.

In a brief follow-up story published on BNET.com, it is reported that Domino's Pizza’s sales are up 16.5% for the first 6 months of 2010.

For those who have missed it, Domino’s began 2010 with domestic advertising featuring the not-so-flattering comments of customers about the poor quality of the brand’s pizzas. Spots went on to say that many such comments had caused the company to take an honest look at themselves and make some significant changes which they invited the audience to try.

Long story short, franchisees are now voluntarily giving up an additional 1.5% of sales to support the national advertising program, and the overall effect is even expected to raise international sales by somewhere between 3 to 5%.

Finally, the campaign is going to continue with other examples of failures the company is taking responsibility for and vowing to improve.

To me, this is just another really good example of a company making a gut-level connection with the interests and issues of their customers and doing something to meet those needs. It is about a brand saying we must stand for something significantly better and we are tired of a reputation of mediocrity.

Read our original post. Read the full follow-up story.

To talk to someone about helping you make your brand stand for something significantly better, contact us today by e-mail or phone, 903-534-5220.