"We're really confident that people will try our new pizza, they will like it, and they'll even recommend it to their friends," says Domino's CMO Russell Weiner. No surprise that Johnson, Tames and and Shoyer, in fact, do like the pizza.
Domino's strategy goes beyond the mini-doc, Malykhina reports. Hoping other consumers will spread the word about the new formula to their friends, PizzaHoldouts.com soon will have a feature that allows them to nominate friends on social networks. "We can't do this on our own and reach all the holdouts out there," Weiner says.