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Library/Campaign/Domino's Pizza Turnaround
Grade B21 sourcesHIS-01595

Domino's Pizza Turnaround

Campaign · 2009 · Notable

48Editable slideCertificate

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

Original · Domino's Pizza / Crispin Porter + Bogusky
Domino's® Pizza Turnaround
Domino's Pizza on YouTube
Domino’s learns Twitter, Facebook lessons
The Big Money / NBC News

Spread Score

How it works
ReachNo data yetContagion35Breadth60VelocityNo data yetLongevityNo data yet48

Numbers

Seed to milestone
4 months
Dec 21 ’09 to May 4 ’10
Platforms
6
Started on YouTube
Origin
Mixed
Food & beverage

Mechanics

  • TransgressionPrimary
  • Controversy
  • Platform jump
  • Response chain

How it spread

Trace the origin

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.

Documented milestone; not a measured attention peak.

May ’09NovFeb ’10MayAugDecSep ’11Dec ’14Mar ’18Jun ’21Sep ’24Jan ’27Open webYouTubeRetailTVPressFacebook
Open webYouTubeRetailTVPressFacebook

13 more events on this chart

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Timeline (16)

  1. December 2009

    Domino's precursor · Dec 16 ’09

    Domino's announced new crust, sauce and cheese and promised a national rollout by December 27.[1]

    Open the first post ↗

  2. Domino's Pizza / CP+B seed · Dec 21 ’09

    Domino's published its documentary showing customer complaints and employees changing the pizza.[2][3][4]

    Domino's® Pizza Turnaround

  3. Domino's commercial · Dec 27 ’09

    The reformulated pizza reached U.S. stores nationwide.[4][1]

  1. owner response · Dec 28 ’09

  2. press · Dec 28 ’09

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Why it worked

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Origin
Mixed
Sector
Food & beverage
Region
US
Reported figure
—
Evidence
Grade B

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