![]() ![]() For example: You just budgeted a huge amount for a major marketing push. Regardless of how the campaign was conceived, Marketing 101 says advertise your strengths, not your weaknesses. We can emphasize our new quality and preempt customer complaints about the Artisan’s fixed ingredients in one ad.” This is supposition, of course, but I’m hard pressed to think of another reason for this messaging strategy. It’s not hard to imagine a scenario where franchisees were complaining to Domino’s corporate that they were taking flack in the field for not customizing the Artisan pizzas, and it’s also not hard to imagine someone at the Domino’s advertising agency saying, “ Let’s kill two birds with one stone. I have a lot of respect for Domino’s as an organization however, I’m not sure how this campaign was conceived. Is this the way to go about saying NO? Marketing 101, Customer Service 201, and Business 301 Instead, let’s ask another question more centered on customer service: Whether it be low margins, pre-packaging, cooking method or some other operational or fiscal constraint, let’s assume Domino’s has very sound reasons for not wanting to make changes. So, for purposes of this discussion, I am not going to question whether Domino’s should make changes to their Artisan pizzas. If you ask the cashier at McDonald’s for a linen tablecloth and fine china, they will not be able to accommodate you - and reasonably so. Real world customer service experts understand that these limitations are often a function of the business model. All Businesses Have LimitsĮvery business has limits on what it is willing to provide a customer. It’s not the first part of that sentence that I wonder about, but the second. ![]() Yes, if you want to change a topping on one of Domino’s Artisan pizzas, the answer is NO - and they are proud to tell you that. ![]() (For the record, I could not find a video of this ad anywhere.) The voice over supports the messaging of a pizza that is so good that it should not be tampered with. If you have not seen the commercial, it shows a customer trying to add toppings to an Artisan pizza and a very amiable store employee telling him NO. It was a remarkable business and marketing turnaround, and it deserved the near-universal praise it received.įast forward almost a year, and Domino’s has embarked on another bold and risky marketing push - this time emphasizing that customers cannot change the toppings on their Artisan pizzas. At that time, I lauded the brilliance of the Domino’s team’s self-critical, mea culpa approach to reinventing their product, remaking their company, and rebranding their name. The last time I wrote about Domino’s was for a piece over at Spin Sucks entitled, 11 Reasons Domino’s Turnaround Campaign Worked. ![]()
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