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.

“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.”


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