Rich SchefrenEntrepreneur Driving Strategic Marketing Growth

Domino’s 2009 Scandal: How They Turned a PR Nightmare into a Genius Comeback

9 Sept 2024

Watch on YouTube

This is a YouTube video titled "Domino’s 2009 Scandal: How They Turned a PR Nightmare into a Genius Comeback" containing a monologue by Rich Schefren recorded in September 2024. Rich Schefren discusses the 2009 Domino's Pizza scandal, explaining how the company regained customer trust and improved its brand through honest admission and recipe revamping, highlighting the marketing strategy behind their successful comeback.

In 2009, Domino's Pizza was exposed for employees doing some really disgusting things to their pizzas, which could put the brand into ruin. But the way that Domino's handled it was absolutely genius. They were seriously tanking in sales. People didn't trust Domino's, and they didn't like the taste of their pizza anymore. So what did Domino's do about it? Well, besides the obvious, which was improving its taste, they knew they had to win back the trust of their loyal customers. So they admitted that their pizza was not the best tasting, but now they were revamping everything, including their recipe. You see, usually when people admit negative things about themselves or their product, we automatically trust them more because we feel like they aren't hiding anything. So by admitting that their pizza wasn't the best, but now they're making it better, it sounded a lot more credible to the prospect. And that was the genius of their entire campaign that brought Domino's back from ruin.