Social media platforms provide an open forum for consumers and businesses alike to openly discuss their products and services. The openness and lack of control about what is said is often what scares many business owners about engagement on various social platforms. However, the beauty of social media presence allows for businesses to reply and correct negative feedback from customers. One of the best examples of how to listen and react to negative feedback from customers comes from Dominos Pizza.
In early 2009 Dominos faced a huge amount of negative publicity when two of their store employees posted a video on YouTube of them doing crude acts while cooking pizza combined with the fact that Dominos ranked dead last in consumer taste preferences according to brandkey.com. Consumers had all the reasons they needed to get their pizza elsewhere. Dominos was hearing and seeing the negative feedback by using some of the tools we have talked about in other posts and realized it was costing them sales and that they had to make a change.
In late 2009 Dominos released its new recipe to the world, but rather than simply slapping “new and improved” on the box, they took their critics head on starting with the launch of a new website, featuring documentary style videos displaying very negative feedback from focus groups, Twitter, Facebook, and franchise owners. You may remember condensed versions of the videos airing as commercials in early 2010. In addition to the YouTube videos, the website also features a Twitter stream of the hashtag #newpizza where customers were encouraged to give their thoughts on the new pizza. Dominos also encouraged fans to post their thoughts on their Facebook Page and reached out to food bloggers to try their new recipe and provide their thoughts.
In 2009 sales were lagging, down 5 percent compared to 2008, and the chain had posted multiple negative quarters in a row, per researcher Technomic. The campaign was a hit, increasing sales by double-digits in the first quarter it ran. The continued success of the campaign has inspired Dominos to continue their push for transparency. They exclusively use un-retouched photos of its pizza in ads, and even asked for consumers to send in their own photos and videos of them eating their pizza and created ads out of them. You may have most recently seen ads featuring Domino’s Tracker; a service that allows you to track the progress of your order and then provide feedback on it that same day. Domino’s ran an electronic ticker of the tracker in Times Square from July 25th to August 23rd.
Dominos continues to listen, react, and improve when necessary by monitoring feedback on social media and now their new tracker. While most of us don’t have million dollar budgets available to pair our social media campaigns with large advertising buys, we can all practice a similar concept of monitoring and adjusting to what our customer’s want and need.