Domino’s Pizza is a well-known pizza chain that has been in business for over 60 years. The company is headquartered in Ann Arbor, Michigan, and has over 17,000 stores worldwide. In recent years, Domino’s has made significant strides in improving its online ordering system and delivery services, which has helped the company stay competitive in the pizza industry. Social media has played an important role to regain the trust of their customes.

” Pizza Turnaround” Campaign, Why?

One successful case study involving Domino’s Pizza is the “Pizza Turnaround” campaign. In 2009, Domino’s conducted a survey that showed customers were dissatisfied with the quality of their pizza. The company took this feedback seriously and launched a comprehensive campaign to revamp its pizza recipe and improve the overall customer experience.

The Pizza Turnaround campaign began with a series of ads that acknowledged the criticisms of Domino’s Pizza and promised to make significant improvements. The company also launched a website that allowed customers to track the progress of the pizza recipe overhaul and provide feedback on the changes.

In a series of TV ads featuring real Domino’s employees reading negative customer reviews and admitting that the old recipe was not up to par. The ads also showed the behind-the-scenes process of developing a new recipe and improving the quality of the pizza. The campaign was designed to be transparent and authentic, and it resonated with customers.

In addition to the TV ads, Domino’s also launched a comprehensive digital marketing campaign. They created a dedicated website, pizzaturnaround.com, where customers could see behind-the-scenes videos and photos of the pizza-making process. The website also included a feedback section where customers could leave comments and suggestions.

As part of the campaign, Domino’s also invested in technology to improve its online ordering and delivery systems. The company launched a new mobile app that allowed customers to order pizza and track their delivery in real-time.

Use of Social Media to Promote the Campaign

Domino’s also used social media to promote the campaign. They created a YouTube channel where they posted videos of customers trying the new pizza and sharing their reactions. They also used Twitter and Facebook to share updates on the campaign and engage with customers. Social Media is the fastest way to reach customers and took the benefit of that. They got better results from social media marketing compared to tv advertisements.

The results of the Pizza Turnaround campaign were impressive. Within a year, Domino’s reported a 14% increase in same-store sales, and the company’s stock price more than doubled. The success of the campaign was attributed to the company’s willingness to listen to customer feedback and invest in technology to improve the customer experience.

Final Words

Overall, the “Pizza Turnaround” campaign is an excellent example of how a company can use digital marketing to turn negative customer perceptions around. By being transparent and authentic, and by leveraging multiple Social Media platforms to reach customers, Domino’s was able to successfully change the way customers viewed their brand and improve their sales and revenue as a result.