“Because Google is now the sign outside
Pie in the Sky?
One unconventional response to negative reviews is to embrace them and
show that you’ve heeded their advice.
That’s what Domino’s Pizza did in its
recent “pizza turnaround” advertising
campaign. Detractors of the 9,000-store
pizza chain have long slammed its product’s blandness, citing pizza crust like
cardboard and ketchup-y sauce. Domino’s used the direct quotes of its worst
critics to tout a recipe overhaul that features zestier sauce, more flavorful crust
and tastier cheese.
“The way for our brand to be believed
was to tell people we have been listening,”
says Tim McIntyre, Domino’s vice president of communications.
As of press time, a four-minute “
documentary” about the process has been
watched more than 650,000 times on
You Tube. Sheetz-Runkle calls the campaign “a brilliant rebranding initiative”
response to negative
reviews is to embrace
them and show that
you’ve heeded their
advice. That’s what
Domino’s Pizza did
in its recent “pizza
that is refreshing and attention-grabbing
because it’s candid.
“I loved the in-your-face honesty,” she
says. “As human beings, we crave that.”
Like Chelsea Piers, Domino’s vigi-
lantly monitors its online image. The
pizza giant employs a full-time social
media staffer who seeks out every
mention of Domino’s Pizza online and
responds to every blogger and reviewer.
The company has a Facebook page and
is on Twitter. The fact that a worldwide
pizza business cares that a blogger in
Trenton waited nearly an hour for a cold
pizza speaks volumes about how online
review sites have empowered individuals
and made business owners both more
responsive and more vigilant about pro-
tecting their images.
The stakes are higher for consumers,
too. They must be more discriminating,
weighing the value of opinions offered
anonymously against those of people
they know and trust. Online review sites
obliquely raise the question of whom we
can rely on and when.
“Word of mouth is still important,”
Sheetz-Runkle says. “These social sites
are just word of mouth from people you
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