Domino’s pizza has been the go-to late night snack for college students, grub for football fans, and a fast inexpensive meal option. Most pizza connoisseurs hardly recognize Domino’s as a quality pizza, but it is still liked by many Americans… or is it?
On December 16th, 2009 Domino’s released a press statement about their new changes. Domino’s Chairman and CEO David A. Brandon explained: “2010 will be our 50th year in the business, and we are kicking it off with the most aggressive promotion in the history of our company. This is the biggest product introduction we’ve done since…well, pizza.”
Domino’s Chief Marketing Officer, Russell Weiner, also explained how this change would be similar to McDonalds changing the “Big Mac” or Burger King altering the “Whopper”.
Reinventing the Domino’s brand was no easy task. The “Oh Yes We Did” campaign was created to show that Domino’s was listening to the complaints and suggestions of their customers. In the television commercial, President of Domino’s J Patrick Doyle explains how they differentiate themselves from other companies, admitting to product flaws and their enthusiasm to make improvements. After 18 months of trial-and-error the new improved pizza was born.
To entice repeat purchase and trial purchases, they created a new deal offering two pizzas for $5.99 each. And if the changes aren’t up to par, they will “make it better” or refund your money.
To further push this campaign Domino’s created a supplement website titled, “Domino’s Pizza – Oh Yes We Did”. This webpage features blog posts, a documentary, and a side-bar Twitter feed where any post related to Dominos (good or bad) is visible. Consumers on Twitter have had mixed reviews according to this particular feed, some were saying they “had to try it” simply based on the commercials.
Domino’s, what a great concept and celebration for your 50th anniversary, you put together a delicious campaign!
Check out the full-length documentary below:
(Source: www.YouTube.com)