Home > Marketing, Media > Oh Yes They Did

Oh Yes They Did

January 21, 2010 Leave a comment Go to comments

Rohit Sharma

For one of the world’s most renowned pizza joint that rule 55 countries including USA, it will be hell of a task to tell everyone that, “Hey, We aren’t that good!”

But that’s exactly what Domino’s Pizza has been telling everyone since last month.

In a not so traditional form of advertising, Domino’s has launched an almost 5 minute ad that focuses on an array of bitter complaints from customers, shows Twitter and Facebook users criticizing the pizzas (customers said Domino’s pies were even worse than microwave pizza and “totally void of flavor) and the company President admitting to their mistakes.

( New Domino’s Pizza – Oh Yes We Did. )

The company that reported net income of US$17.8 million in US, in October last year, is in no mood to take criticism down low – the chain decided to start refurbishing its recipe about 18 months ago. But for a 50 year old company, how ingenious would it be to wash its dirty linen in public saying what we’ve been feeding you for years is just crap? The ad boasts of company’s confidence of staying as the pizza king but moving the focus from speed and reliability to their deteriorating hold on taste seems indigestible.

  1. Amit
    February 1, 2010 at 6:07 pm

    We Indians already know that they are crap..Dominos seems to be doing some CSR for the west!

    Manish – you are so right, they are seeding ‘negative’ thoughts and it will not take long to backfire..

  2. Mandira Mitra
    January 21, 2010 at 7:17 pm

    It’s interestingly risky move.

  3. Rohit
    January 21, 2010 at 1:29 pm

    FYI- In April 2009, Domino’s found itself in a mess that would possibly be every food company’s nightmare. Check out this link-


  4. Manish
    January 21, 2010 at 1:28 pm

    It is interesting to see if Jubilant Food that brought Domino’s to India and who have come up with an IPO recently would come up with a similar campaign in India as well.

    As a PR move this move may backfire as well since customers while trying Domino’s pizza would sub conciously think of this admission and could well be influenced in a negative way!

  5. Nava Kumar Baro
    January 21, 2010 at 12:57 pm

    Customers are not idiots to keep on digesting Domino’s craps !

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