Social Media Monitoring Assignment: Domino's Pizza Turnaround Campaign

Have you ever tried a pizza that its crust tasted like cardboard? Ugh! Would be my reaction. Never mind it tasting like cardboard with ketchup for sauce. Well sadly enough this is what customers were accusing Domino's Pizza of a couple years ago.

Some history: Like most corporate success stories, Domino's started out small – with just one store in 1960. The initial intent which remains the same till this day was to provide good tasting pizza with delivery in 30 minutes or less. In 1978 the 200th Domino's store opened, and things really began to expand. By 1983 there were 1,000 Domino's stores and 5,000 in 1989. Today, there are over 11,000 stores – including more than 5,000 outside the United States. 

Lets take a look of what this pizza looked like

That is not appealing at all!!!

So what did Domino's decide to do? Well they decided to fix the issue by starting a campaign known as the "Turnaround". This campaign was a way for Domino's to reinvent self through energizing the groundswell. They were actually listening to the consumers word of mouth, and not only they were listening but they projected it through out their campaign. So as to say, hey you guys are right and what we have been doing is unacceptable, therefore we are going to do the following to change it. Just take a look at the following video and see if it does not follow such trajectory. 

Reactions to the Campaign in Social Media 

Ice Rocket: According to this social media tool the turn around campaign has people still talking about it in a positive way. Twitter accounts mentioning Domino's seem to keep posting the following "Domino's Is Suddenly The World's Hottest Pizza Chain", and blogs seem to be trending about the honesty of their campaign, which has allowed for the company to build trust with its consumers. 

Social Mention (for campaign): 

Brand as a Whole:

Trends:

Domino's Crust

Domino's Pizza 

Social Media:

Twitter 

Facebook 

Conclusion

Comparing food chain to local gem: It is obvious that Domino's Pizza fell into the trap that most food chains fall into, loosing that home made non processed taste that everyone wants when they are not willing to do it themselves. Corner Grille being a local specialty pizza shop can offer some suggestions as to how Domino's can help incorporate some of the groundswell's concepts. 

1. Energize the Groundswell: Word of mouth is something that is vital to any company or business. Sure you can put anything on your website because its yours and why would you bash yourself on it? Corner Grille relies heavily on this and so should Domino's. Don't only look at your self as a brand but each store needs to strive for the recognition of their community. Pay attention to reviews as an individual rather than a whole. 

2. Know Your Customer Base: Corner Grille targets college students because it is in a city heavily populated by students. Where are you? Who are your deals based on location marketing to? Each individual store create a Facebook page so this is manageable.

3. Incorporate the use of the Groundswell: Create campaigns that will require customers to market for you. Such as hashtaging in which consumers can win a prize or earn a discount. Move on from the crust!