Pizza Turnaround

Campaign

Ben Carter, Tabatha Davis,

Mike Downss, Kaylee Hauesler, Carrie Hoeh

Domino’s

The Organization

1965

DomiNik’s Renamed

Domino’s Pizza

1998

Heatwave Tech.

Introduced

2004

Dominos Pizza =

DPZ on NYSE

2008

Pizza Tracker

Introduced

2009

New &

Inspired Pizza

The Issue

2009 Brand Keys Report Findings

Domino’s 1st in delivery and value (on time and cheap).

Last in Customer Taste Preference.

Comments included: “bland” and “tastes like cardboard”

Later that same year a disturbing prank carried out by Domino’s

employees Kristy Hammonds and Michael Setzer is uploaded.

on YouTube

(Vaughan, 2009, para. 3).

(Gregory, 2009, para 3).

Issue Importance

• Domino’s portrayed negatively.

● Other pizza options.

● Investor confidence threatened.

Background

“How did Domino’s

convince people to

try its new, better-

tasting pizza in

record numbers? By

admitting its old

pizza sucked”

Pizza

Turnaround

(Crispin Porter + Bogusky

Advertising, “Dominos

Turnaround,”n.d.).

Public Perception(:53-1:30)

Target Publics

• Active publics who provided negative feedback to Domino’s.

• Publics aware of the negative publicity.

• Latent, pizza loving publics, who are unaware or have never tried

Domino’s.

Reputation ManagementGoal: Improve the company’s image with its

customers and potential customers.

• Objective (Awareness):

○ To have an effect on the awareness of latent publics,

specifically to increase their knowledge of the new pizza

recipe by 23% by the end of the fourth quarter of 2010.

● Objective (Acceptance):

○ To have an effect on the acceptance of latent publics,

specifically to increase their acceptance of an improved

Domino’s.

Strategies & Tactics• Strategy:

○ Publicity.

○ Spokespeople.

● Tactics:

○ Advertising Media: Primetime TV placements.

■ NFL Playoffs, Series Premiers, American Idol.

■ Drove Traffic to pizzaturnaround.com webpage (Pizza

turnaround, 2011, pg. 465).

○ News Media.

■ Generate media impressions on CNN, Colbert Report, Oprah, etc.

○ Company Faces.

■ CEO- Patrick Doyle, Head Pizza Chef- Brandon Solano.

Task Management

Goal: Increase public support for Domino’s

Pizza.

• Objective (Action):

o To increase pizza sales among active and aware

publics by 22% by the end of the the 4th quarter

2010.

Strategies & Tactics

• Strategy:

o Adjust the organization’s performance to include changes in

the pizza recipe.

o Dominos embraced a new culture within the company.

• Tactics:

o Organizational Media (Internal Publics).

Changes within the company.

o Advertising Media.

Emphasising improved recipe.

Relationship Management

Goal: To increase reporting communications.

• Objective (Awareness):

To have an effect on the awareness of latent publics,

specifically to increase their knowledge of the new pizza

recipe by 23% by the end of the fourth quarter of 2010.

• Objective (Acceptance):

To generate a positive perception of Domino’s improved

pizzas with the aware publics by 35 percent by the end of

2010.

Strategies & Tactics

• Strategy:

o Use social media to generate audience engagement between

the company and its publics.

• Tactics:

o Promote audience participation via Facebook and Twitter.

o Nurture relationships with former focus group participants.

Videos like this shared on social media.(1:22-1:47)

o Live Twitter feed to pizzaturnaround.com

Transparency

Evaluation

• Same store sales rose 14.3% over the previous year

• DMZ stock rose 44% in the first month.

o 75% increase between Q1 2009 to Q1 2010.

• Earned over 2 billion free media impressions as of 2011

• Spent $1,000,000 less on advertising than the year prior.

• Q2 2010- Brand tracking study:

o “10% lift in taste perception”

o “45% increase in top of mind awareness,”

o (Pizza turnaround, 2011, pg. 465).

• 2011: CEO Patrick Doyle named CEO of the Year by CNBC.

References

About Domino’s Pizza (2013). History. Retrieved from

http://dominosbiz.com/Biz-Public-EN/Site+Content/Secondary/About+Dominos/History/

Alfs, L. (2013, November, 1). Company of the year award: Domino's Pizza. In Mlive. Retrieved April 14, 2014,

http://www.mlive.com/business/ann-arbor/index.ssf/2013/11/dominos_pizza_wins_company_of.html

Campos, A. (2013). The Motely Fool. Why Domino's Spent Millions to Fix Its Pizza. Retrieved April 15, 2014, from

http://www.fool.com/investing/general/2013/11/20/why-dominos-spent-millions-to-fix-its-pizza.aspx

Gasparro, A. (2013). Wall Street Journal . Domino's 4th Quarter Profit Up 22% On Higher Pizza Sales. Retrieved

April 15, 2014, from http://online.wsj.com/article/BT-CO-20130228-707859.html

Gianatasio, D. (2010, ). AD Week. Domino's floors focus group with big reveal . Retrieved April 15, 2014, from

http://www.adweek.com/adfreak/dominos-floors-focus-group-big-reveal-12030

Gregory, S. (2009, April 18). Domino's YouTube Crisis: 5 Ways to Fight Back. Time. Retrieved , from

http://content.time.com/time/nation/article/0,8599,1892389,00.html

Murphy, C. (2010). CBS Money Watch. Domino's New Recipe -- Only 50 Years Overdue. Retrieved April 15, 2014, from

http://www.cbsnews.com/news/dominos-new-recipe-only-50-years-overdue/

References

Oches, S. (2010). QSR Magazine. The Many Acts of Domino's Pizza. Retrieved April 15, 2014, from

http://www.qsrmagazine.com/menu-innovations/many-acts-domino-s-pizza

Oh Yes We Did. (2009, December 21). Retrieved from

http://pizzaturnaround.com/2010/02/our-new-hand-tossed-pepperoni-pizza-sausage-pizza-and-extra-cheese-pizza-beat-the-

taste-of-papa-john%E2%80%99s-in-a-national-taste-test/index.html

Pizza Turnaround: Speed Kills. Good Taste Counts. (2011). Journal of Advertising Research, 51(3), 461-474. Retrieved from

http://eds.a.ebscohost.com.ezproxy.lib.usf.edu/eds/pdfviewer/pdfviewer?sid=645ec122-f9b2-4e64-b978-

0cc43ea978d0@sessonmgr4001&vid=3&hid=4208

The Pizza Marketplace.(2009). Domino's launches 'Oh Yes We Did' viral campaign. Retrieved April 15, 2014, from

http://www.pizzamarketplace.com/article/96623/Domino-s-launches-Oh-Yes-We-Did-viral-campaign

Vaughan, P. (2009, December 28). How dominos is using customer feedback and social media outreach to reinvent its brand.

Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/5426/How-Dominos-is-Using-Customer-Feedback-and-

Social-Media-Outreach-to-Reinvent-Its-Brand.aspx