{"id":1761,"date":"2010-01-12T05:39:07","date_gmt":"2010-01-12T10:39:07","guid":{"rendered":"http:\/\/BrandTwist.com\/?p=1761"},"modified":"2018-10-18T20:14:39","modified_gmt":"2018-10-18T20:14:39","slug":"is-dominos-the-new-coke","status":"publish","type":"post","link":"https:\/\/brandtwist.com\/blog\/advertising\/is-dominos-the-new-coke\/","title":{"rendered":"Is Domino’s the “New Coke”?"},"content":{"rendered":"

Many of you probably remember the Domino’s fiasco of last April when two employees made a rogue video\u00a0pretending to put disgusting things in the pizza.<\/p>\n

The employees were fired, the video was removed from You Tube and the company issued a statement reassuring people on the quality of their food (and their employees).<\/p>\n

If you missed the incident, it’s summarized in this video from the Today Show.<\/a><\/p>\n

Well, a quick 8 months later, Domino’s is creating it’s own viral campaign with this video called “The Pizza Turnaround”.<\/p>\n

<\/embed><\/object><\/p>\n

My question is whether this effort is an effective authentic response, or whether it goes too far in it’s apologetic tone.<\/p>\n


\nMy feeling is the latter.<\/p>\n

Rather than simply talk about taste improvements (a thing that every food brand does from time to time), it makes too much of a point on the dissatisfaction of the old recipe.<\/p>\n

But what if I wasn’t dissatisfied?<\/p>\n

What if I actually kind of liked the old Domino’s?<\/p>\n

All fast food can be improved.<\/p>\n

But my expectations from Domino’s were more in the camp of decent food, great value, quick delivery.<\/p>\n

After watching this video, I feel kind of silly for eating it before.<\/p>\n

Boy my standards must be pretty low for putting up with “cardboard crust”.<\/p>\n

Where is the acknowledgement of the things that were right with the pizza (in deference to what must be millions of loyal consumers)?<\/p>\n

I applaud their willingness to open up the kimono. But I think they’ve gone too far by saying the product was “horrible” and now they’re making it better.<\/p>\n

It makes me wonder if they might find themselves in a “New Coke” situation where they will have to re-issue Domino’s Classic for people who were\u00a0 OK with the pizza before.<\/p>\n

That’s my point of view. What’s your twist?<\/p>\n

What do you think of the Pizza Turnaround?<\/p>\n","protected":false},"excerpt":{"rendered":"

Many of you probably remember the Domino’s fiasco of last April when two employees made a rogue video\u00a0pretending to put disgusting things in the pizza. The employees were fired, the video was removed from You Tube and the company issued a statement reassuring people on the quality of their food (and their employees). If you […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,30,107,163,128],"tags":[],"class_list":["post-1761","post","type-post","status-publish","format-standard","category-advertising","category-brand-strategy","category-overcoming-obstacles","category-product-branding","category-viral-campaigns"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t