Big-Screen Transparency Pays Off for Domino’s


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%. 




1 Comment

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prnews-measurement-conf-175x135-static

Join us on November 20, 2014, for PR News’ essential PR Measurement Conference, taking place at the Hyatt Regency Chicago. Commit now to grounding all of your PR efforts in metrics that connect to organizational goals and prove value that communications makes in thriving b2c and b2b companies, nonprofits and professional associations.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

  • Tara Snow

    Domino’s has always been great to me, I love their new ingredients, but I keep coming across stories of people who have had really bad experiences with them, there are some really funny vents about them here>.