Ratcheting its "Oh Yes We Did" brand transformation campaign up another notch, Domino's Pizza is now posting comments from customers on a 125-foot-wide electronic billboard in New York City's Times Square.
The comments originate through a new customer feedback feature in Domino's Tracker, an area within the brand's site that allows customers to track the progress of their online orders.
While comments will be vetted prior to posting in order to screen out offensive or inappropriate content, Domino's says it will post "many" consumers' comments, whether "good, bad or neutral."
"Our customers deserve, and have come to expect, honesty from us ... and it really doesn't get more open and honest than this," said Domino's Pizza president/CEO Patrick Doyle, alluding to the billboard. "Our hope is that most of the feedback is positive, but our top priority is that people are seeing what is real."
The billboard initiative -- active through Aug. 23 -- is clearly designed to drive more online orders, as well as bring the latest element of novelty to the brand's now-familiar strategy of supporting the reformulation of its pizzas with marketing/advertising stressing its ongoing efforts to use customer feedback to improve continuously.
Consumers who order online and use the Tracker feedback function can have their photos, as well as comments, posted on the 4,630-square-foot Times Square billboard. Furthermore, Domino's will send those whose comments are featured a link to a video clip of their feedback as it ran on the billboard.
The billboard is being supported by a television campaign featuring two real New York-area Domino's store managers -- who watch the feedback on in-store screens and confirm that the billboard further "raises the bar" for the brand's products and services.
Since launching its reformulation/turnaround strategy in December 2009, Domino's marketing campaign, from Crispin Porter + Bogusky, has included TV ads that bluntly admit that consumers were not happy with its old pizzas; an ad showing a pizza mangled during delivery -- along with an apology and promise to do better from Doyle; and an ad promising that the brand will no longer use "fake" or touched-up photography of its food and asking consumers to submit their own photos of their pizzas via social media.
Domino's will announce its Q2 2011 earnings results July 26. In Q1, the company saw domestic same-store sales decline 1.4%, but that was against a domestic same-store sales jump of 14.3% in Q1 2010. International same-store sales increased 8.3% in this year's first quarter, for the 69th consecutive quarter. Adjusted diluted earnings per share rose 20% versus the same quarter of 2010.