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Domino’s Steps Toward the Truth

January 4, 2010 by Mike Troiano · View Comments 

When users are empowered to drown out your marketing messages, the nature of marketing changes. It needs to become “Marketing,” with a capital “M,” and bring more to the table than a tagline. As I said in my last post, where once you could focus on driving the product reality by shaping market perception, now you must also gather market perception to shape the product reality.

As if on cue, I came across a brand embracing this ethos in a very visible way.

If you want to understand why Holland-Mark is so committed to having a real impact on what our clients sell, and not just how they sell it, look no further than the changes underway at Domino’s Pizza…

Good for you, Domino’s.

So have you tried the new ‘za? What’s your take?

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About Mike Troiano
Michael Troiano is a Principal of Holland-Mark, a leading independent advertising agency in Boston. He spent his early career at top advertising agencies including McCann-Erickson NY and Foote, Cone & Belding, San Francisco, defining business and marketing communications strategy for clients including AT&T, Coca-Cola, and Taco Bell. He joined WPP Group in 1994, reporting to Group chief executive Sir Martin Sorrell, and became the founding CEO of Ogilvy & Mather Interactive in 1995. Mike co-founded New York-based strategic Internet services firm Brandscape in 1996, acting as the firm's CEO and establishing client relationships with Unilever, HP, and EMC before combining assets of that firm with Primix Solutions in late 1998. He became President of the NASDAQ-listed systems integrator in late 1999, increasing annualized revenues from $5.6 to $30.8 million, doubling gross margins, and adding nearly $200 million in shareholder value before the market crash in late 2000. He was with mobile content pioneer m-Qube from its inception in 2002, acting as the General Manager of Interactive when the company was bought by VeriSign in May, 2006 for approximately $280 Million. Mike serves on the boards of several VC-funded technology companies, including that of Cambridge-based Crimson Hexagon. His blog, Scalable Intimacy , is listed on both the AdAge Power150 and Alltop, and he is ranked in the top 1% of the most influential people on Twitter. Mike is a graduate of Cornell University and the Harvard Business School.

  • Ebi
    I guess I'm the odd one out. I'd always loved Domino's and recommended it to others, until an awful ordering experience on January 1 (2010). As I live in a city, I have other pizza options -- and I'll be using them in 2010. No more Domino's for me.
  • I think its great on their part to make the change. While pizza is not in conjunction with the 'getting in shape' in 2010 plan, yet I'm also intrigued to try it... which is why I think they're brilliant [and JERKS at the same time] for launching this in the new year!
  • Steven Schlafman
    Mike - Thanks for posting. While it's great that Domino's is listening to their customers and making a better tasting pizza...I think it's unfortunate that they're not making a healthier pizza. Our country has too many outlets for unhealthy food and it's because of companies like Domino's that dominate our landscape and don't give a crap about what we put into our bodies. Why do you think we have such high rates of obesity, heart disease and diabetes in the US? It's because of places like Domino's. Here's a startling fact that I'll leave you with - Americans spend more money on fast food than they do on higher education, personal computers, software or new cars. We need healthier options and we need companies like Domino's to help solve the problem...not be a part of it...
  • I tend to blame the high fructose corn syrup folks more than the pizza folks for that, Steve. But maybe that's because I'm Italian :)

    Either way, sometimes a man's gotta eat. Anybody make a healthier "fast food" option?
  • Motivated purely by their efforts, I ordered Dominos a few nights ago and I have to say the entire experience (from ordering on-line to the pizza itself) was great. The pizza was vastly superior to it's predecessor and so was the online ordering process which includes a real-time progress bar, names of people working on your order and a very simple feedback survey. Check it out here: http://img113.yfrog.com/i/418k.jpg/

    They're doing a lot of things right at Dominos right now.
  • Pretty impressive, Steve. I'm going to try it this week - both the online bit, and the za.
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