We all know the story… After years of churning out mediocre (at best) pizza, Domino’s did a complete 180 beginning in late 2009 with a new recipe, new advertising and new leadership. The advertising was the talk of the town as Domino’s readily admitted that their pizza was sub-par, promised to do better, and swore to use real food shots from here on out. Essentially, the new Domino’s was going to be honest, accountable, transparent, and just plain better.
To effectively transform the brand, products and service, Domino’s needed customer feedback to guide them. And while there is nothing really unique about market research being the foundation for internal change, Domino’s went one step further and made customer feedback a part of their everyday marketing too.
The latest example of this comes in the form of a 125-foot-wide electronic billboard in New York City’s Times Square. As part of “Oh Yes We Did” campaign, Domino’s is posting comments from customers on the billboard that originate from the “Tracker” portion of the Domino’s website. While I’m not a huge fan of overt social media displays and the like, I am continually impressed by Domino’s dual use of customer feedback– for research and for marketing. While they are certainly not the first to use the thoughts and ideas of consumers for the purpose of promoting a brand, they have done a remarkably effective and efficient job of using the voice of the customer to publicly establish two of their new brand pillars – transparency and the promise to keep being better.
In two years, Domino’s stock has more than tripled and the brand is rolling. It’s a great example of the power of customer feedback and intelligent marketing. It also helps that their pizza doesn’t taste like cardboard anymore.