Domino's gets people talking by telling everyone how crappy their pizza USED to be

Cait Warner of BNET recently talked to Domino's Chief Marketing Officer, Russell J. Weiner, about the radical changes to their pizza and their innovative and self-depreciating marketing campaign.

Until recently, Domino's has used the same pizza recipe for the past 50 years. While their pizza was affordable, it certainly was not considered to be.... good. How do you turn your brand around when that brand is built upon an image of cheap, but bad pizza? How do you convert the doubters who normally aren't even willing to try your product? Domino's answer was to admit that their pizza really sucked.

The full interview with Russell can be read here, from www.bnet.com.

I personally was one of the doubters who was hesitant to order Domino's regardless of how cheap it was. Did I buy in to their marketing strategy and try their new and improved pizza? Yes, I most certainly did. As Domino's promised, their new pizza and far better than their previous product. And it's still pretty cheap.

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