Author: Ginger Pelz, Account Executive
Domino’s is overhauling their pizza recipe? Last week it was news to me as I kept seeing the hashtag “#newpizza” scroll through my Twitter stream. I clicked on a link to a new Domino’s Web site and watched “The Pizza Turnaround” Documentary.
The video documentary starts out by showing several tweets which criticize the pizza (“crust tastes like cardboard,” etc) then shows clips from focus groups which reaffirm the cardboard crust consensus. They then go through what makes up their new recipe, which is highly appealing to the viewer, let me tell you, but not the reason I chose to write this blog post.
What impressed me the most about this campaign is that Domino’s is showing that they have been listening to conversations that are happening about their brand in social media outlets, then further investigating through focus group research. What they have found through their research is that some of their customers have real issues with their current recipe. Without listening, Domino’s may never have known that there was a problem. Are you listening?
In Domino’s case, fixing the problem required a complete recipe change. You may find that your company doesn’t need to make changes as drastic as Domino’s, but listening to what your customers, stakeholders, employees, or even a community is saying about your company or organization can show you that your messages might need to be tweaked a little. Maybe you need to spend more on customer service rather than using the bulk of it on advertising. Maybe you have some real influential supporters out there that you weren’t aware of and should further engage with. Maybe you need to employ focus groups or some other sort of research to pinpoint where you need to change your approach.
Or just maybe you’ll learn that what you are already doing is working. You’ll never know unless you take the time to listen.
Bottom line? I want to try some of that #newpizza—don’t you?
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