Domino’s is at it again! The recently launched “Show Us Your Pizza” crowdsourcing campaign gets customers to show the world what the pizza really looks like, straight out of the box. This effort comes shortly after the groundbreaking recipe change, where Domino’s openly discussed complaints and improvements as part of its marketing strategy. True, it’s hard to imagine that “our pizza tastes like cardboard” was ever considered part of anyone’s marketing strategy, but for Domino’s, it really paid off. Let’s be real: Stephen Colbert talked about Domino’s on his show… does it get any better?
With “Show Us Your Pizza”, the assignment is simple: order a pizza, take a picture, and send it to Domino’s. The best pictures will win a cash prize and could be featured in an ad.
Yea, yea. So what? Chances are I’m not going to send Domino’s a picture of their pizza. I don’t even really like pizza. But if I did order a pizza, I would definitely get Domino’s. Why? Because I like feeling like I am at the center of their business model. I like being heard. And most importantly, I like honesty.
Remember the last time you were on the phone with your cell service provider trying to get them to fix your broken cell? “The speaker is broken.” “Ma’am, are you using the device right now?” “No, the speaker is broken.” “Did you try to use the speaker?” “Yes, it is broken.” “Did you turn the phone on before you tried to use the speaker?” “… Really?” “I’m sorry, but I absolutely, positively, definitively cannot give you a new phone. No ifs, ands, or buts. We appreciate your business.” 30 minutes later, after pulling half your hair out, your new phone is in the mail. The truth is, they absolutely, positively, definitively CAN give you a new phone, they just don’t tell you that up front.
Domino’s uploaded a great video to their YouTube channel showing what really goes on in food photo shoots. It’s called “Pulling the Cheese,” but I think a more apt title might be “How Corporate America knocks you over the head with a multi-sensory experience that leads you to believe they have a quality product without necessarily delivering on the promise.” Or something like that. “Show Us Your Pizza” cuts the baloney and skips straight to what actually matters.
I would love to see more companies embrace this kind of transparency. The model is simple: ask, listen, deliver. The best part is, it really works. I may not eat pizza, but I’m definitely drinking the Kool-Aid.
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