Disappointing Marketing Strategy

Domino’s advertising strategy either created a huge buzz or made the people mad and failed.

The campaign themed as the “game changer” made the crowd go wild over several social media like twitter, facebook and YouTube as customers and viewers gets news that did not meet the expectations of people.


As they advertised that their new “game changer” is the biggest decision made in 20 years, CEO Don Meij finally reveals their strategy after several weeks of advertising and they finally announced that they will be releasing new flavors such as shiraz lamb, chicken and cranberry, and BBQ duck and blue cheese.


A lot of people had negative reactions regarding the news. One of them even had to take out their anger on their fan page, stating "YOU HAD US ON THE EDGE OF OUR SEATS FOR THIS?"


Another fan said "This is not a game changer, What a waste of my time," another user wrote.


But as Dominos CEO Don Meij defends their company and publicly announces through news.com.au that his statements regarding people and pizza.


"We are always going to listen to customers," he said. "If that was the case and if they're disappointed we'll apologise and correct the situation but that's not what's happening so far. We're the fifth largest Facebook brand in Australia. We've had significant feedback from people quoting other pizza shops. If in a few days time the feedback found it was incorrect then of course we would apologise but we don't think it is."


Of course, the pizza company had their research before they released this ad and as they state, the term “game changer” was one of the most frequently used in the focus groups – the reason why they used it in their campaign. However, customers still think that it was too much for such an announcement.


Aside from the manipulative wording, there are rumours that Domino’s has been deleting the comments on Facebook.


"I like Dominos but they deleted my comment too, all I said was I think the hype around this for a few small changes isn't game changing to me ... everyone is allowed to have an opinion!" said one of the users.


But the CEO has defended the company stating that removal of comments was necessary, especially if it contains profanity, racist or commercially sensitive.


"One of the great things about our company is that we're transparent," said Meij "We listen. People know they can give us a voice."

Posted by Diane Araga, on March 12, 2013 at 1:00 PM