An Unorthodox Marketing Strategy
By: Rick Boxx
May 1, 2015
In just 5 short years CEO Patrick Doyle led Dominos in a remarkable turnaround story. The turnaround began when Dominos discovered through focus groups that many customers hated the taste of Dominos pizza.
Instead of burying this information, Dominos ran commercials actually allowing customers to talk about how terrible Dominos pizza tasted. Then, according to the Wall Street Journal, Mr. Doyle appeared on screen with an apology and promise: “We hear you, America. Sometimes you know you’ve got to make a change. Please give us another try.”
Proverbs 28:13 teaches, “He who conceals his transgressions will not prosper, But he who confesses and forsakes them will find compassion.”
Sometimes the best marketing strategy is to own your problem, correct it, then ask customers for a second chance, like Patrick Doyle did for Dominos.
Learn more about Rick Boxx and Integrity Resource Center