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Domino's Mea Culpa


I've often pointed out that perception is not reality, even though it sometimes feels as if it is.  Perceptions can't be changed solely with the tools of persuasion. Advertising and PR campaigns seldom cure perception problems. The only way to fix perception problems is to fix the underlying reality.  

Case in point: Domino Pizza.  Rather than commissioning better TV commercials to change perceptions that its pizza tastes like ketchup spread on cardboard, the company decided to change its pizza. (They also changed the CEO, but that's another story.)

The company's new ad campaign is built around TV spots designed to attract viewers to a web site -- www.pizzaturnaround.com -- where they can view a four-minute documentary that shows customers trashing the old recipe and staffers reacting. Talk about transparency.  The strategy attracted attention from the likes of The Colbert Report and CBS's The Early Show.  

Domino's new CEO isn't worried about repeating the New Coke fiasco.  The big difference here, he points out, is that when Coca-Cola introduced New Coke, it was the number one soft drink.  In the world of pizza, alas, Domino's, ranks first in delivery but dead last in taste.



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