Domino's Pizza is taking transparency to a new level. The nation's largest pizza chain started letting customers post reviews on a Times Square billboard last week, perhaps the most public venue imaginable. Customers who order food using Domino's online Pizza Tracker app can broadcast their opinions on the glowing sign at 44th and Broadway in New York. Unless they're profane or irrelevant. The most interesting part about this campaign is that no comments will be excluded, no matter how negative.
The Times Square ad will run for two hours and 54 minutes per day and show comments at a rate of four per minute. The risky gambit is the latest step in a public reinvention campaign that started at the end of 2009, when Domino's acknowledged its bad reviews and set about changing its pizza recipe.
This move shows tremendous confidence. Domino's learned the hard way how social media can influence public opinion of a brand, when video of its employees abusing customers' food went viral. It will be an interesting case study to see how this goes!
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