# Domino's Pizza Turnaround

> Domino's put customer complaints in a four-minute film and bought TV and YouTube ads.

- Owner: Domino's
- Kind: Campaign
- Sector: Food & beverage
- Seed date: 2009-12-21
- Milestone date: 2010-05-04
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 48 (Notable, provisional), v1.3
- Mechanics: Transgression, Controversy, Platform jump, Response chain

## Summary

Domino's released a film admitting customers disliked its pizza, then bought TV and YouTube ads. Press, Colbert and customer arguments carried the story. Domino's reported 14.3% U.S. same-store growth in Q1 2010; the peak anchor marks that report.

## Timeline

- 2009-12-16 — Domino's (Open web) — Domino's announced new crust, sauce and cheese and promised a national rollout by December 27.
- 2009-12-21 — Domino's Pizza / CP+B (YouTube) — Domino's published its documentary showing customer complaints and employees changing the pizza.
- 2009-12-27 — Domino's (Retail) — The reformulated pizza reached U.S. stores nationwide.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/dominos-pizza-turnaround

Cite as: How It Spread (2026). “Domino's Pizza Turnaround.” Case HIS-01595. Spread Score v1.3: 48/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01595