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.
Brandon,
ReplyDeleteI absolutely agree with you, Domino’s is a great example of good public relations. Every time I see a Domino's commercial I find a smile on face. I admire their honesty, creativity and diligence. Domino’s doesn’t try to hide or cover up the various dilemmas they face it head on. I believe that Domino’s understands their audience and how to affectively reach and keep their interest.
Cierra Jackson
I watched that whole YouTube video, and I am just totally amused. Domino's is really doing it. They are carrying this campaign forward, and I believe it has impacted their sales tremendously.
ReplyDeleteWatching the people eat the pizza was no good for me though. I really want some of that pizza now. The PR worked on me. I've had Domino's three times since the new pizza was created, and I really like it. That is usually my pizza of choice.
I really like that they showed footage from the focus group, because it reminds me of what we did in the last class we had. Overall, I agree with you. Domino's is doing some great PR, and thank you for including that great clip.
Last night I attended the Florida Public Relations Association Student Chapter meeting. A speaker came in from GolinHarris, the PR firm that put McDonald's on the map. She told us the most important thing that we must do as PR professionals is to listen!
ReplyDeleteWhile I was reading your blog entry, it hit me. That's exactly what Domino's team did. They not only listened to their client, but they listened to the consumer.
I haven't tried to the new-and-improved pizza, but when I do I'll make sure to let you know what I think!