In late December, Domino’s Pizza unveiled the television component of their brave “Pizza Turnaround” campaign. Have you seen it? Filmed in documentary style, the tv spot shows Domino’s employees absorbing negative feedback from real-life focus groups. “Domino’s pizza crust, to me, is like cardboard,” one customers says.
“You can either use negative comments to get you down or you can use them to excite you and energize your process … we did the latter,” says President, Patrick Doyle. And so began an 18-month-long pizza reinvention process where every aspect of the pizza recipe was changed — from the crust to the sauce.
“Give us another try,” they said. So I did.
The following is the extended version of the new Domino’s commercial.
Here are some snapshots I took of the actual pizza that came to my door last night.
For me, reality failed to live up to the dream. The pizza, which was soaked in some sort of garlic butter, was so soggy that it almost fell apart when I picked it up. And the resulting grease at the bottom of the box was a pretty unpleasant sight.
The breadsticks were fine, albeit a little tough. But they were cold and so was the pizza — an ironic coincidence considering the self congratulatory tidbit on the box. (Pictured above.)
The part of the Domino’s website that houses the above documentary, along with live Twitter and Facebook feeds, is called “Oh Yes We Did.”
Unfortunately, just what they did, was create another bad pizza.