Today I would like to talk about Domino's and why they are one of my favorite companies and it's not because of their pizza. They are a great example of how self-reflection and innovation can turn everything around for a company. The company was not doing too well 10 years ago, in fact, their stocks hit an all-time low. How they fixed all of this was by doing an unorthodox method of admitting that their product was terrible, they own up to their mistakes and ask people for feedback. This is what started their 'Oh Yes We Did" campaign, which is the reason they are one of the largest pizza companies now. This campaign is also what started their large social media success and influence because they asked the customer for feedback on social media. They mainly did this with what they called “The Think Oven”. People were encouraged to post their feedback and ideas on Domino’s Facebook page. Some ideas were used, the customer would also receive a reward for it. This simple thing, asking the consumer for help made them feel part of the company.
So let's fast forward to the present and ask do they still hit the mark of the 4e's (Excite, Educate, Experience and Engage).
Excite
I feel that they do a good job of exciting their customers with new deals and offers. For example, right now if you order online you can get half off all menus-priced pizzas until tomorrow. A really cool thing called points for pies where you get reward points for taking a photo of any pizza from anywhere and uploading it on their app and you earn reward points toward a free Domino's pizza. Now this brings us onto our next question, do they do a good job of informing us
Educate
They inform their customers by email if you sign up, Commercial, and social media. I follow them on twitter and got the deal from above from there, also I can say from experience that they bombarded you with deals on your email trust me.
Experience
Domino’s helps customers experience its product by having a pretty self-explanatory website and app. They upload YouTube videos on how to use their reward points and other features. I think that letting you get points from other people's pizza is a unique way to earn points, this helps you try their product for free if you get enough points making it a win either way.
Engage
They do a great job of engaging with their customers on Twitter, Instagram and Facebook, for example on Twitter a customer tweet at Domino’s and Domino’s response.
“Placed an order with @dominos, they call 10 minutes later saying they aren’t taking online order anymore, at 9pm on a Friday......”
“So sorry to leave you without your order Nick. Can you please DM us with your email, phone #, and store into? I want to help get this addressed. *AG”
I think that the way Domino’s responded quickly and with concern shows how committed they are to their product and customers because they could have easily ignored him but they chose not to. In my opinion, they do a fantastic job of engaging with the customer and their love customer feedback.
The company could work on exposing their YouTube channel more considering not having many subscribers as you would think. Domino’s does something really interesting on Instagram they take actual pictures of their pizza to show the imperfection of their product this really helps, with what I believe is their main goal transparency to the customer. In conclusion, I think the way that Domino’s reinvented itself and 10 years after that rebound not letting any of their values or commitment to its customer decrease, shows integrity. This example of Domino’s in my opinion, truly shows the power of marketing and self reflect and this is why I personally like them as a company. Due to them using social media to improve their image from an underdog to a top dog in their industry.
artxvandelay. ( 2019, August 19). "placed an order with@dominos, they call 10 minutes later
saying they aren't taking online orders anymore, at 9pm on a friday …...”[Tweet].
https://twitter.com/dominos/status/1167842969052991489
Domino's Pizza. (
please DM us with your email, phone #, and store into? I want to help get this addressed. *AGTweet]
.https://twitter.com/dominos/status/1167842969052991489
Wilson, M. (
Retrieved from
https://www.fastcompany.com/90138198/dominos-could-win-the-pizza-wars-by-being-grosser-than-everyone-else
Retrieved from
https://www.fastcompany.com/90138198/dominos-could-win-the-pizza-wars-by-being-grosser-than-everyone-else
Retrieved from
https://medium.com/online-marketing-institute/how-digital-marketing-crowned-dominos-the-king-of-pizza-3d327d7350f8
