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The Domino Effect

If you’re anything like me, you can probably count on one hand the number of times that you’ve had Domino’s Pizza in the past. In the hierarchy of chain pizza restaurants, Domino’s was always about 34th  on my list of options (even beneath places that I have since found out were no longer in business). But recently I noticed that Domino’s has taken a bold, creative approach to addressing their customer feedback that mirrors the perception I had in my mind whenever Domino’s was mentioned.

If you haven’t seen the commercials (if you’re a football fan, don’t worry, you will soon), Domino’s basically lets us behind the curtain to see and hear the nature of the feedback they’ve heard. Things like ‘the crust tastes like cardboard’, and ‘the sauce tastes like catsup’ were continually mentioned in customer focus groups and on social media vehicles like Twitter ( and Facebook.

However, instead of trying to divert attention to other aspects that don’t matter as much (like they used to do with the "30 minutes or its free" guarantee), they’ve now addressed this feedback head-on, and have totally recreated their pizza, as well as their approach toward customer feedback.

You can learn more in a pretty candid take in the video below, or at


While it remains to be seen how effective this approach will ultimately be (I’ve yet to try their new pizza, but I have to say I’m at least a little intrigued now), I believe that Domino’s should at least be commended for actually listening to what their customers are saying, doing something about it, and crediting their changes to their desire to be customer focused.


Brad Harmon
Vice President, Consulting Services

0 thoughts on “The Domino Effect

  1. When I first read this story a few weeks back, I was really surprised that a 50 year old brand would make a left turn. Remember New Coke? As far as this style of pizza goes, Domino’s was always my favorite. I was not a supporter of the decision until I saw the commercial and they showed the customer surveys. I think it take guts to change like this. I hope it works out.

  2. I have tried this new Domino’s pizza (after years of not having it) and I think the changes are much improved. I bet this turn-around is successful for them based on my ONE pizza.

  3. I too was surprised at this technique. The fact that they openly admitted (and showed) that they received very negative feedback got my attention. Based on that I’m intrigued enought to give them a try.

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