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What Not to do in a Pizza Turnaround

February 15, 2010 Leave a comment

Domino’s Pizza recently launched a new ad campaign called the Pizza Turnaround. The message features Domino’s focus group testing where customers point out why the company’s pizza downright sucks. Domino’s goes on to show us how they plan to re-invent their pizza, making it better and tastier than ever. Pretty bold move, but a great idea… right?

One (small) problem: The Pizza Turnaround was marketed in the U.S. only.

One VERY BIG problem: Canadian television viewers saw the ad! What do you think Canadians will think when they call their local Domino’s and find out they are about to order the same sucky pizza that wasn’t good enough for our U.S. neighbors? (That’s exactly what happened when I called Domino’s in Montreal, Quebec on Super Bowl Weekend.)