Domino’s pizza has been through many changes in the past few
years. In my opinion, of the mainstream pizza chains, like Pizza Hut and Papa
John’s, Domino’s pizza markets its products in the most aggressive manner. It
revamped its pizza recipe, created artisan pizzas and added chicken to the
menu. The company has also experienced some foul moments. Such as, when
Domino’s CEO Patrick Doyle aired a commercial featuring an unappetizing photo
of a pizza delivered to a customer in Minnesota. Another incident is when two
Domino’s employees posted a video online of them committing unsanitary acts
with food that was said to be on its way to be delivered.
Whether the topic of the company’s current campaign was
positive or negative the message that came out from the company was always
clear. The understanding I get from watching Domino’s commercials is the
company wants to be honest with the public. There’s no vague jargon or flashy
commercials. It’s almost like the Domino’s thought process is keep it simple.
In Domino’s latest campaign about it’ artisan pizzas, the
company issue the message it will not alter any of the ingredients of its
artisan pizzas for any customer. This is different for any pizza company
because most pizzas are made to order. Telling a customer the pizza is perfect
the way it is seems kind of…bossy. I do wonder how the company would handle if
someone had allergies to a certain topping. Would they take off that topping in
order to serve the customer and prevent a health hazard? Would they say, “I’m
sorry we can’t change the pizza, but you can order something else”?
I think Dominos should write a book explaining bullet by
bullet how to send a message to a public. After viewing or reading content the
company has put out I don’t really have a lot of questions or any confusion
because of the clarity of the delivery. If I do have questions, they are in
regard to if the kitchen the commercial was shot in is real or if it’s a set
that was put together.
After the scandal of two Domino’s employees violating food
and posting the video to YouTube, the company respond by issuing an apology
video and posting it on the same medium the two employees posted theirs on. A
simple act, but very affective. Domino’s is a company that is really embracing
social media. It also calls action to its customers so they are a part of the
company (sending photos of their pizza in.)
Truthfully, I believe it is Domino’s marketing and PR
strategies that helped up their status and sales (changing the recipe helped,
too.) The pizza is still very greasy, though.
Usually, I would have comments about how the company could
improve its communication strategies, but I have no suggestions for this
company. Domino’s Pizza is on the right track. I just hope the company doesn’t
lose site of the image it’s creating and continues to progress down this path.
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