Domino's Recent Marketing Ploy May Have Already Backfired.
Imagine my surprise when I saw these self-depricating ads from Dominos airing during prime time. They announced that they were making a new crust and sauce to satisfy customers. “Wow,” I thought, “they are really listening to their customers and making a change for the better!” Did you feel the same way? The ads made a lot of buzz and Dominos made sure that they were disseminating that message through their stores, on their website and on their Twitter & Facebook accounts. Great media strategy, right?
WRONG.
There have been a slew of negative posts and retweets. Over half of all the comments about the new crust and sauce are horrible. Fans of Dominos on Facebook were announcing their switch to another competitor if they didn’t bring back their old recipe. What a nightmare! I have seen very few of the prime time ads since the first two weeks and I doubt anyone will see much more of them. Where did they go wrong?
When I choose pizza for a meal I always start at one place: the coupons. Why not see if my favorite pizza place has some coupons I can easily get my hands on? I usually forget to search their website because when I’m ordering pizza I’m usually too busy to think clearly. In the past two or three years I have stumbled upon very few if not any coupons from Domino’s.
For each client I approach their needs – not just their ideas. I incorporate this lesson: Keep it Simple and Find the Easiest Solution. I do not consider a multi-million dollar campaign to be an easy and simple solution. Printing more coupons however, seems very simple. Don’t let this same thing happen to you! (I’m hinting at my favorite pizza place here in Plano … )
Leave a comment with your favorite pizza place and I’ll tell you mine! I’ve got a busy weekend ahead and I look forward to hopefully stopping by before Monday – but until then, take care!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
Filed under: Accessibility,Branding,Communication,Costs,Management,News Media,Online Tools,Social Media/Networking,Strategy Tips — @ 9:52 AM
Talk about target marketing in reverse! Where were the focus groups and taste testers for Domninoes before they rolled that out? Haven’t tried it yet but don’t think I will now.
For chains I’m a Papa John’s fan but don’t appreciate how they’ve added a delivery service charge… for real pizza I need to go to NYC! Lucky for me my son is at NYU so maybe once a year I can get the good stuff.
Comment by Karen — January 29, 2010 @ 9:59 AM
It sounds like the fiasco when they came out with the “NEW” Coke, and then (most)everyone got mad, and hence; the birth of “COKE CLASSIC”. They call it RESEARCH people!!!!! Try doing some! College kids (and now 10% of the unemployed, educated population) are DYING to become your research LAB RATS for just a few bucks! I didn’t like the OLD Domino’s, so that’s for the head’s up on the NEW Domino’s. LOL
Comment by Stacey — January 29, 2010 @ 3:21 PM
Hi Karen!
A corporation like Domino’s always has focus groups but then again – when were focus groups always right??
Like I promised I want to share my favorite place to order from: Liz Pizza in Plano. Great quality and they’re friendly. I don’t have much luck at any restaurants but this one has been great! I’m jealous you have a reason to hit up NYC!
Comment by Tony Zazza — February 1, 2010 @ 9:31 AM
Haha – I know I was all about a free meal in college!
Comment by Tony Zazza — February 1, 2010 @ 9:32 AM