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Dominos Pizza Turnaround

A news story from 2009 about the Domino’s employees who created a disgusting YouTube video.

Domino’s CEO Patrick Doyle responded quickly with a YouTube video of his own – in which he took responsibility for the situation and reassured customers.

Domino’s then worked with ad agency Crispin Porter & Bogusky to create a whole campaign called “The Pizza Turnaround” around its frank assessment of customer complaints (many from Tweets on Twitter) about their pizza.

The results?  Sales went up over 14%.  Company stock price went up 150%.  The number of Facebook fans increased from 400,000 to 2.6 million.  

Matthew Wilson

Matthew Wilson is an Instructor in Marketing at the University of Northern Iowa. Matthew teaches courses in Digital Advertising, Advertising Campaign Development, and Experiential Marketing. He is passionate about the Interactive Digital Studies program at UNI and is also the faculty advisor for AAF-UNI, the college chapter of the American Advertising Federation. Matthew is a creative director with 18 years of experience working in advertising, interactive design, video production and experience design.

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