WFoA Insights and Impact Reports provide analysis of innovative advertising initiatives.
Inaugural report: “Reinventing Domino’s” with Domino’s and CP+B, 2011. Click here to view and/or download the PDF.
Domino’s transformative experience in 2009 shed light on several important issues that impact the entire advertising industry:
- How should you be responding to, and embracing, a consumer audience who is more empowered than ever?
- In a turn-around crisis situation, what creative advertising and marketing strategies and new mindsets should you consider?
- What are innovative approaches to building a multi-platform campaign that embraces the best of old and new media?
- Given the new advertising environment, what should you look for in an agency?
In 2009, nearing fifty years in the business, Domino’s Pizza ranked last among the big three pizza chains. The successful restructuring of Domino’s online and mobile ordering platforms in the previous years had increased sales and generated buzz, but Domino’s still faced a central problem: people didn’t like the taste of their pizza.
With two daring moves, Crispin Porter + Bogusky helped Domino’s transform what was once hidden–you pick up the phone, a pizza appears 30 minutes later–into a transparent process: these are our chefs, these are your ingredients, here is your pizza. Domino’s intentionally and publicly owned up to their shortcomings and significantly improved their core product. In doing so, they turned around their tarnished reputation, doubled fourth quarter profits, sent their stock soaring, and became the talk of the town.