The same goes for when the pizza goes out on delivery.” When the pizza is made and put in the oven, the store team member must press a button, which updates Domino’s Tracker. Some influential folks on social media have accused the Pizza Tracker of being a fancy timer, instead of being a real-time tracking system.ĭomino’s insists that the Pizza Tracker “is linked directly to computers in the store, and is based on actual store operations. Now, it’s worth saying that there is some controversy surrounding the accuracy of the Pizza Tracker. Operational Transparency is the inclusion of windows into your company’s process so customers can see what’s happening behind the scenes.Īccording to recent research, experiences that use Operational Transparency cause customers to value products more highly and can even make people happier. It’s down to a principle called Operational Transparency. Some Domino’s locations even went further, with a store in Utah setting up webcams in their kitchens so you could watch your pizza being made. It improved the customer experience and the store’s operations. The software was used to create the Dominos Pizza Tracker, which showed customers exactly where their order was. They soon realized there was already a system they could use to improve order transparency - their order management software. You might order at 7 pm and expect the pizza to arrive in 40 mins to an hour, but you were left in the dark between your phone call and the pizza (hopefully) showing up at your doorstep.Īnd when the pizza didn’t arrive when it was expected, people would call the store - distracting employees and making everyone’s pizza take longer to get to their house.ĭominos knew they had to do something to stop customers from calling the store. Because the original Dominos store was too small for a dining area, the owner hired unemployed factory workers to deliver to customers’ homes.īut there was a big problem with pizza delivery - it often made the process a black box. Operational Transparency: Dominos Pizza Trackerĭominos was an innovator in pizza delivery from the start. He repositioned Domino’s - not only as a great pizza brand - but as a technology brand that made better pizza possible.ġ. Patrick Doyle launched the“Pizza Turnaround” campaign, but he didn’t stop at the product. That’s why the “Pizza Turnaround” campaign worked so well - the commercials reminded folks how much they had loved Dominos in the past, then apologized for the brand’s current mistakes and shared a plan for how they planned to fix them.ĬEO J. But it only works if you’re already seen as competent or an above-average performer. The Pratfall Effect says that our mistakes can actually make us seem more likable, not less. It’s down to a psychology principle called the Pratfall Effect. The campaign helped kick off Dominos’ comeback. “Pizza Turnaround” not only documented the journey to create better pizza it also showed Dominos executives and chefs reading (and responding to) extremely tough critics of their product. “There comes a time when you know, you gotta make a change.” - J. To address the poor quality of Domino’s products, the CEO starred in a marketing campaign called “Pizza Turnaround.” These commercials shone a light on the brand’s critics and vowed to fix their product. Pratfall Effect: Pizza Turnaround Campaign Patrick Doyle overcame it (with a bit of psychology).ġ.

Customers described Dominos’ products as the “worst pizza I ever had,” saying the “sauce tastes like ketchup” and the “crust tastes like cardboard.”īut instead of ignoring this criticism, CEO J. The viral videos were the last straw for a brand that had suffered from poor perception for a while. “Disgusting Dominos”: The Straw That Broke the Camel’s Back It was clear that an apology wasn’t going to be enough to recover from a disaster this big. According to a Zeta Interactive survey, negative customer sentiment increased 234% (from 19% negative to 64% negative) almost overnight. Unsurprisingly, the Dominos brand also took a huge hit. In the community where the videos were filmed, sales fell 50% and 600 Dominos workers were laid off as a result. In one of the biggest brand PR crises in memory, Dominos employees - “two idiots” as the company’s spokesperson later called them - decided that their afternoon was best spent doing gross and illegal things ( click at your own risk) to peoples’ orders.Ĭustomers were outraged, and sales suffered. In 2009, a viral video almost destroyed Domino's Pizza.īut with some hard work, difficult choices, and a bit of psychology, they managed to go from being the world’s worst pizza chain to the biggest - with nearly 20, 000 stores in 90 countries.

Dominos tracker not actually