From a company that recently relied on consumer insights and criticism to successfully reinvent and improve their pizza, Dominos Pizza is now taking a bold new approach of going against consumer suggestions and standing their ground on how they believe their artisan pizzas should taste. In the beginning of April, Dominos Pizza included another addition to their “Oh Yes We Did” campaign enforcing the rule that a consumer cannot alter their artisan pizzas according to their own individual preferences.
This new campaign comes after many years of listening to pizza-eaters for suggestions for the complete re-vamping of Domions pizza . With the implementation of fresh ingredients and better tastes, Dominos now feels confident enough to claim that their artisan pizzas needs no more changes and have therefore forbid people to alter them.
The “No” campaign came as a surprise to many as it goes against recent consumer behaviors and desires. For one, people are more motivated to buy products that are specific to their own individual needs. We, here at Mandalah NY, call this new trend Nouveau Niche, where, “consumers are more individualized than ever and are expecting products, services, and experiences to address their unique selves”. Taking away people’s ability to individualize their own pizza goes directly against this trend and stood out to me as a controversial approach.
But what really caught me really off guard, was that the approach was developed by a company like Dominos. The company’s previous campaigns were very insightful and well thought out in terms of it being just what the people wanted. The company made it a point to hear what consumers had to say, and make them feel a part of the re-design of Dominos Pizza. The Dominos Times Square Tracker campaign and Show Us Your Pizza Campaign were great concepts that played off of key human drivers including the need for authenticity, transparency and the drive to help companies by sharing their own creative suggestions. Many other recently emerged trends of co-operations and crowd-sourced projects have gained much recognition and success based on these similar drivers. Dominos’ “No” campaign, however, resembles an oppositional concept that that may risk the chance of upsetting the current public who are focusing their efforts on being heard and being a part of a change.
People want companies that care about their concerns and give them what they actually want. They don’t want another company who disregards the public opinion and only focuses on their own benefits. The new “No” campaign may project those very characteristics and may not be welcomed as a “people-friendly” company, and therefore risks the chance of being opposed by the mass public.
While I have not yet tried one of Dominos new artisan pizzas and therefore cannot fully predict the success of the campaign (as the artisan pizzas may actually deserve the marketed confidence), I can only imagine that if Dominos continues to emphasize an over-confident and public-restrictive persona, it may not bode well for the company, and will in fact, go against their recently built fan-base who admires the company’s openness to the people and their opinions.