Domino’s Pizza Creates a New Experience

By now you are probably familiar with the Domino’s Pizza commercials that use their “bad” pizza as a starting place for new and better pizza. The spots range from answering customer complaints and showing pizza revisions in a company kitchen to surprising focus group members. Although responses to this transparent messaging are mixed, I have to admit, Domino’s is doing something different. You can now track your order online, access allergen information in addition to nutrition information, upload photos of your pizza and my personal favorite, play a game called “Behind the Pizza” that gives you points for free menu items while explaining where ingredients come from. It’s a new way to engage potential customers before the purchase…in comparison to the old model when a customer experience with most pizza companies meant an annoying phone call, late delivery and a mediocre pie.