It appears Domino's has taken PR transparency to another level. On Monday, July 25, the pizza maker unveiled a huge digital billboard that shares customer feedback from those using the Domino's Pizza tracker app. That means customer comments about its food and service are flashed (for about three hours per day) for the big Times Square crowds—mostly tourists this time of year—to see.
You'd think Domino's would edit out reviews too negative, but not so, they say. Only comments that make no sense or contain profanity are deleted, says the company. This tactic by Domino's is part of a transparency kick that started after that damaging video by some rogue employees went viral back in 2009. Along the way the Domino's Tracker was launched—a nifty app that highlights the new open-oven door policy, with users able to track their orders from beginning to end. The tracker even reveals the names of the cook and the delivery driver.
But is there such a thing as too much transparency? Well, for Domino's the proof is in the results: Same-store sales growth increased 10.4% between 2009 and 2010, and during the first quarter of 2011, same-store earnings were up 2.3%.