Domino’s campaign admits ‘We need to do better’
After more than a year of focusing its marketing on apps, delivery robots and drones, Domino’s has turned its attention back to the product with a campaign admitting it needs to do better.
Domino’s campaign admits it needs to do better
In a campaign which relies on franchisees to deliver the new message, the pizza chain is responding to new research which revealed customers were tired of poorly presented pizzas.
Domino’s closed all 600 of its stores for an hour on a recent weekend to conduct quality training, and the new campaign “We Care” underpins the promise of a 100% satisfaction guarantee.
Domino’s Australia and New Zealand CEO, Nick Knight, said there was a clear need for the company to “get back to basics”.
The campaign also comes as a resurgent Pizza Hut prepares for an assault on the market leader under new leadership.
https://www.youtube.com/watch?v=0R5Pgy4lFhU&feature=youtu.be
“We have run a number of focus groups and our customers tell us they love our products, but when we make a mistake, they want it fixed as quickly as possible – and we will,” Knight said.
“‘Slow where it matters, fast where it counts,’ has long been the mantra of Domino’s, and we recognise that over time errors have been made and attention to detail has wavered.
“It is not acceptable that our customers receive a less-than-perfect pizza, that items from the order are wrong or missing, or pizza slices are unevenly cut or topped. 100% customer satisfaction is our goal for every order, and our latest campaign tells our customers we’ve listened and that we’re going to do better.”
So this is where an apology becomes a business strategy. Dominos apologised in the USA in 2012.
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Such a great strategy from Dominos.
– Customer: “Your product tastes like shit”.
– Dominos: “Let’s apologise for how it looks”.
– Customer: “Your product tastes like shit”
– Dominos: “Download our app!”
– Customer: “Your product tastes like shit”.
– Dominos: “DRONES!”
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ALL the pizza joints have to lift their game because with the soaring successes of Menulog, Eatnow, Foodora and of course, UberEats, they have no option. I can only imagine how much market share they’ve lost as a result of so many new players in the food home delivery game. Even McDonalds and Red Rooster deliver now so when the main option for food to be delivered used to be pizza, now consumers are absolutely spoilt for choice.
Oh and then dreamy Jeff Goldblum comes along! To think that Menulog had to pay big bucks to get him on board speaks volumes about the fierce competition brought into play by UberEats.
I would think that delivering a perfectly proportioned and topped pizza might be the least of Dominos’ worries right now.
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Just trying to think of the last time I opened a Dominos box and thought ‘wow, that looks good.’ It’s been a while.
Hence why my last two delivery orders went to Pizza Hut.
Mind you, franchisee training is one thing. Franchisees being broke is another.
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What Knight fails to give us the stats on what those focus groups told us about failure rate. Educated guess would be that it’s pretty low. Market watchers might suggest the real motive is that coupon discounts have become (understandably) much lower in recent months.
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