Supervisor: Media, Strategy, & Analytics

Markets: United States

PROBLEM...

Domino’s had always been known as a service-oriented company. Their obsession with speed created a perception that they mindlessly cranked out pizzas, as if Domino’s employees were robots. While people trusted Domino’s for quick delivery, not many trusted the quality of their food. This culture of speed removed an important component from the experience— the human touch. It was finally time for Domino’s to face this harsh truth. 

SOLUTION...

Domino’s needed to reorient its focus in a way that would bring a sense of humanity back to the experience and make customers believe that every pizza was made by a human being with care, love, and passion. We created a multi-year, integrated campaign that overhauled the Domino's culture, business, and brand. To do so, we tapped into their obsessive culture and challenged them to become great - to behave differently. In doing this, we put the consumer at the center of the experience to build a deeper, more meaningful relationship with Domino's and its employees. We built a 360 degree campaign around the tagline, "Oh Yes We Did," to show our relentless drive to do the unthinkable. The campaign was based on the simple notion that instead of running from criticism of our product, we listened to it, responded to it, and created a better pizza. 

WE EMBRACED TRANSPARENCY AND GAVE OUR CONSUMERS A HAND IN HELPING DOMINO'S RE-CRAFT BOTH THEIR IMAGE AND PRODUCT.

By presenting consumers with their own thoughts and feelings, then letting them see how we addressed their needs, we disarmed their skepticism about our new and improved claim, and empowered them to believe in us. We also helped them feel like they had a hand in making the pizza better.  

RESULTS...

Five straight years of positive, same-store sales growth, making it among the fastest growing, major QSRs. Domino's achieved 50% of sales through digital platforms. Since the campaign launched, the stock price increased 1200%. 

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