A few years ago, Dominoes came out and admitted what everyone already
knew: their pizza was bad. The dough, the sauce, the cheese, all of it.
Their brand identity had
become cheap, low quality food. To remedy this the CEO of Dominoes, J.
Patrick Doyle, appeared in a number of commercials apologizing for their
pizza's quality while simultaneously looking surprised at the idea of
his company serving bad food. The ads were successful and, along with
some well planned deals, brought customers back.
It would appear that Dominoes is trying a similar strategy with their
new ad campaign centered on their online ordering service.
Unfortunately, where they came off sorry and willing to change in the
first set of commercials, they only come off as stupid and incompetent
in the latest set. It starts with a Dominoes employee answering the
phone to take an order, and from there rapidly descends into chaos. He
mishears the name of the customer. He doesn't know how to operate the
hold button. He is confused about who is in a tunnel, but is pretty sure
it isn't him, though he may not totally rule that out just yet. He even
lightheartedly quips that "ordering Dominoes over the phone isn't
always that great," suggesting that he is not the only one that skipped
phone orientation day at work.
While the commercial does stumble its way towards the point, that
ordering online is simple, fast, and convenient, the first half does not
replicate the personable company that came clean about their bad
recipe.
No comments:
Post a Comment