Domino's Pizza: Brand Innovation

Do you remember the crisis Domino’s Pizza experienced in April 2009? Two employees posted videos online of themselves tampering with the food they were serving to customers. After only a few days online, more than a million people had viewed the disgusting video and Domino’s brand was faced with a major public relations crisis.

The company faced the crisis head on and eventually returned the brand name to a positive reputation. Even after a crisis this large, Domino’s continues to revamp its menu and launch campaigns to increase revenue and decrease negative feelings from potential customers. This past month, Domino’s reports “10.5% revenue growth in the third quarter, as well as a 16% increase in profit. Shares were up 13% this month, reaching a record high on Wednesday afternoon, and the chain opened 160 stories in the period, according to CNNMoney” (PR Week).

Over the past five years, Domino’s has launched campaigns critiquing the quality of its own food in an effort to show customers its commitment to change. Chris Brandon, director of external communications at Domino’s stated “You’re only as good as your next innovation, and that’s certainly true in the ever-evolving world of technology” (PR Week). He explains further the mission of continually improving Domino’s brand, especially through mobile and digital initiatives.

It’s crazy to see how far Domino’s has come since the crisis in 2009. Social media platforms have helped with engaging customers in fun ways while also monitoring concerns and handling them immediately. Like we always say, listening to what your customers are saying about your brand is a vital practice if you want your company to be successful.