As a delivery company, no one delivers better than Domino’s. Its reputation for hot pizza in 30 minutes
or less is ingrained in customer’s minds. But not long ago, Domino’s began hearing its customers talking
about how its pizza was horrible. As a company that has long focused on solid marketing intelligence to
make decisions, Domino’s went to work on how it could change consumer perceptions about its pizza.
Through marketing research techniques, Domino’s soon realized that it had to take a very risky step and
completely recreate the pizza that it had been selling for over 40 years. This video illustrates how
research not only enable Domino’s to come up with a winning recipe, but it led to a successful
promotional campaign that has made fans of Domino’s pizza in addition to its delivery service.
1. What role did marketing research play in the creation and launch of Domino’s new
pizza?
2. Could Domino’s have gone about its research process in a more effective way?
Explain
3. Why did it take so long for Domino’s to realize that customers didn’t like its pizza?
Was it an accident that it made this realization?
