Dominos pizza was rated to be the worst pizza in 2009. A survey revealed people preferred microwaved pizza over Dominos. Now, Dominos Pizza has a Current Valuation of 20.94 B.
There are many steps to take to ensure a product or service is successful. One of the most important is to create a plan for its success.
It includes evaluating and understanding the company's resources, determining its goals, and conducting market research. The steps also include developing a marketing strategy that will let the business know what it should do to maximize success.
They created this advertising campaign to show that they are not just another pizza place. This video shows us the pain it went through while still showing how much Dominos loves their customer and values them.
Dominos took their customer's feedback to heart and tried to improve their product with focus groups, testing new recipes, and fixing the supply chain.
"Our inspired new pizza was driven so heavily by listening to our customers through social media, having that component be a part of our online marketing campaign seemed like a no-brainer," said Domino's spokesperson Chris Brandon.
Check out the full video:
Dominos surprised millions of people across the country by announcing that they reinvented their pizza from the crust up. Dominos' campaign was so successful in stirring up buzz among consumers. Using TV spots, social media posts, and a mixture of other tactics has allowed the company to gain more exposure than ever before. The campaign started on YouTube, where it received over 2 million views.
The campaign paid off, getting Dominos back to its legacy and created a loyal following.
The Continuous Improvement Proces
The Continuous Improvement Process (CIP) is an ongoing effort to improve products, services, or processes. It's is a six-step systematic approach to plan, sequence and implement improvement efforts using data and elaborates on the Shewhart Cycle (Act, Plan, Do, Study).
Steps to improve any product:
Set your goal and choose your KPIs.
Conduct qualitative research.
Implement the new findings.
Get Feedback.
Repeat Steps 1-4.
Success metrics
Success metrics are quantifiable data points that a business tracks and analyzes to gauge the success of its product. Examples of product metrics include conversion rate, churn rate, and monthly recurring revenue. These metrics should all tie back to the product strategy.
We can see from the American Domino's Pizza customer satisfaction index from 2000 - 2020. An increase in the satisfactory index after the new campaign aired in 2008.
Summary
Simply saying the customer is always right doesn't make it so. Sometimes customers are wrong. We need to know how to differentiate between a loud minority and a silent majority.
Product Managers need to be critical and prioritize which improvements will have the best impact.
" Good Feedback is the KEY to Improvement "
Read more about the "Oh Yes We Did It" campaign.
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