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.
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