What do you do when you're in last place and you've already been humiliated in social media circles?
At least that's the bold course of action being taken by Domino's as they try to improve their position on the pizza hierarchy.
Their solution? Let food bloggers, critics, and others who have mercilessly slammed their pizza have at it. On their website, anyone and everyone was welcome to chime in (and continue to do so).
The "mocumentary" below shows how they went about surveying listeners (including some riveting focus group "through the glass" scenes), as well as disappointing responses from Domino's employees. Clearly, there is risk to this approach, especially for a company that was burned by that famous YouTube video where a couple of moronic pizza makers did gross things in a Domino's kitchen.
The "tastes like cardboard" comment was frequent, and instead of shying away from the criticism, Domino's met it head-on, and posted it on the website for all to see. "The Pizza Turnaround" video catalogues the journey to improve the product:
And the website continues to allow for ongoing consumer comments. These are bold moves by a conservative company that had to come to grips with giving up some control in order to improve their position.
Many mature brands are in need of a makeover, due to time in grade, tired images, and entrenched consumer opinions. Instead of changing formats or blowing up the brand entirely, the Internet and social networking provides another way.