Last year Domino's Pizza took on some huge risk in overhauling their core product...their pizza. The new recipe did really well for them, and the 9,000+ location chain (the second largest pizza chain in the world behind Pizza Hut) went on a truly expressive and powerful ad campaign that was very transparent and communicative with their changes.
They came to terms with people not being completely satisfied with the taste of their pizza, and as a result, their self-reflective campaign ended up being a successful public transition between their old recipe and their new taste. The best part of the process? They invited out some food bloggers to check out the new operation and make sure they truly were making "new" pizza.
Here's a look at Domino's operation and their Ann Arbor, MI headquarters:
