We watched a video in my Digital Marketing class about Domino’s Pizza. The video starts out by showing some negative comments that Domino’s got regarding the taste of its pizza. Many people complained that the crust tasted like cardboard and that the pizza just wasn’t very good. Instead of giving up, Domino’s took those comments and re-evaluated its pizza.
This video reminds me of the concept of buoyancy which we have been learning. According to Pink, Buoyancy is the ability to keep afloat amid that ocean of rejection. It is also the ability to keep moving forward despite the obstacles and the ability to deal with rejection effectively. This video perfectly illustrates the concept of buoyancy.
Domino’s Pizza has gone through a lot in the past few years, making a number of changes to its food, business model, and name (it changed from Domino’s Pizza to just Domino’s). Instead of getting frustrated with its customers and doing nothing about the food, Domino’s took the suggestions and gave the customers what they wanted, better food. Domino’s has stayed afloat amid the rejection and is turning itself around as a company.
You can see the video below to see the buoyancy:
Nice Post! It is especially important in the food industry to put out consistent, quality product. Dominos is brilliant for using past criticisms to fuel its most recent ad campaign and make an attempt to seem genuine and honest. Very buoyant.
I think this is a really interesting example of buoyancy, especially when compared with Domino’s other competitors. Pizza Hut, for example, was also suffering from negative PR and dissatisfied customers. Instead of being buoyant, accepting the criticism and applying it to make themselves better, they overextended themselves into wings and pasta. Only now are they getting on Domino’s train and re-focusing on their core offering: pizza. Thanks for the real-world example of a buoyant company!
I think when it comes to facing customer criticism honesty is the best policy, and by publicly airing all of these customer complaints with the world, Dominoe’s built up a lot of credibility with people. Dominoe’s was not only incredibly buoyant in their response, but they also managed to think on their feet and find solutions that actually made their product more desirable.
Great post! I have seen this video before. Not only did Domino’s make positive changes to their food and business model but they used these changes to their advantage in their marketing strategy. They were open with the public that their old pizza was not the best quality. Plenty of consumers respect that and probably went out to try what they had to offer after these changes.
I remember learning this in marketing as well! This is a great example of buoyancy in that they were able to change their product to provide more value to their customer. In sales though I think its important to remember to contextualize what you are talking about in order to meet the customers pain and to communicate your solution in a way that its the best option for that person. That person is able to adopt that solution better if you do it in a way of a question instead of just telling them that its best for them.