Many nights, after I finish studying and doing homework, I like to cut on the television and unwind. While watching TV, I often get the urge to partake in a late-night snack. My hunger causes me to pay close attention to all restaurant commercials that air while I am waiting for the program that I was watching to come back on. Last night, I saw the Domino’s pizza commercial, and I couldn’t help but to think of the public relations involved.
Domino’s pizza was said to taste like cardboard. The company did its research and found out how the public felt about its pizza by conducting focus group interviews and by monitoring blog comments and restaurant surveys. Instead of letting the criticism and harsh comments get it down, Domino's used the feedback as inspiration to face the problem head on and create a quality pizza.
Domino's lack of ability to provide a quality pizza for consumers caused the company to lose credibility and develop a horrible reputation. Its current campaign acknowledges Domino’s weaknesses and is built around providing a quality product and doing whatever it takes to change the public perception of the company.
Domino’s is using planned programs of action to influence its consumers' opinion about its pizza as well as the company. For example, one of Domino's commercials show's the comments consumers made in focus group interviews. Then, Domino's developed a new pizza based off the comments. The head chef personally gave samples of the new pizza to focus group participants. This tactic shows consumers that Domino’s cares about their opinions and business.
Domino’s is not offering excuses or “pouring perfume on a skunk.” It is using the negative criticism and making an effort to do the right thing. This is what public relations is all about.
