February 24, 2010
Domino's Pizza: Brilliant, or Crazy?
By: Elaine Levins
By now, most people have seen the new ad campaign for Domino's Pizza. The basic premise is (if I may paraphrase): Our pizza used to suck; but now it's great!
I never thought Domino's was all that bad. It was not the greatest pizza I've ever had, but it certainly wasn't the worst. But, apparently people had been complaining about the pizza for years. Which begs the question: Why didn't Domino's make this change sooner?
When I first started seeing the commercials pop up, I was a bit surprised by the "honesty" of it. Here was an established company, and they were basically coming forward to say that they had to change their pizza because they've received so many complaints over the years: a bold move, to be sure.
But is it the right move? Only time will tell. I admit I'm torn. On the one hand, I'm not certain that it's ever a good idea to come forward and admit that your product is inferior, and that you've had so many complaints that you can no longer ignore that fact. After all, doesn't that make it seem like the company knew there was a problem for a long time, but only recently decided to do something about it (likely due to declining sales)?
On the other hand, I think: It's about time a company admits its mistakes and actually makes the effort to correct them. But even so, I'm not sure they're going about it in the right way. It's one thing to say that they've "improved" their pizza. It's quite another to trot out all the negative comments they've received (e.g. "the crust tastes like cardboard," and "the sauce tastes like ketchup.")
Again, I think it remains to be seen how this campaign affects their sales and the overall impression of Domino's. Despite the fact that I didn't really dislike Domino's Pizza to begin with, I'll admit that it had room for improvement, and I hadn't ordered it in quite a while. But, if nothing else, this new campaign has made me curious: I may order a Domino's Pizza in the near future.
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