Domino's Pizza is launching a new campaign continuing its focus on accountability and customer feedback, daring the 500,000 people who pass through Times Square every day to take notice.
Beginning Tuesday, Domino's began posting recent direct customer feedback from its online ordering Domino's Tracker, offering many consumers the opportunity to have their responses – good, bad, or neutral – posted in one of the busiest areas within the largest media market in North America.
"Our customers deserve, and have come to expect, honesty from us – and when it comes to the idea of posting direct feedback in Times Square, it really doesn't get more honest and open than this," says Patrick Doyle, Domino's Pizza president and chief executive officer. "Our hope is that most of the feedback is positive, but our top priority is that people are seeing what is real."
Domino's Tracker allows consumers the ability to follow the stages of an order, as well as the names of who in the store is responsible for every stage – all the way to the delivery driver soon to appear at the door. Through Domino's Tracker, consumers have the chance of having their feedback, as well as an uploaded photo, posted on a 4,630-square-foot billboard in Times Square.
"While Domino's Tracker is available to phone customers as well, it is really an extension of the online ordering experience," Doyle says. "It is one more reason millions of our customers are using online and mobile ordering as their primary method of placing their order with us."
A brand new national television campaign, starring New York-area Domino's store managers Jess Hreniuk and Jose Castillo, shows not only the attention placed on customer feedback in the midst of a busy Domino's store, but also the surprise of seeing the comments themselves among the bright lights of Times Square.
"Among all things that it offers, Domino's Tracker is really about connecting the consumer more closely with our stores," says Russell Weiner, Domino's Pizza chief marketing officer. "Jess and Jose take pride in knowing that consumers know them by name during the Domino's Tracker process – and use that accountability to do whatever it takes to offer the best customer experience possible."
This campaign will broadcast the direct feedback whether good, bad, or neutral. This follows previous campaigns of honesty and openness, which include boldly admitting its old pizza wasn't up to par, swearing off fake food photography, displaying a photo of an unacceptable pizza, and an apology to the customer on national television from Doyle himself – just to name a few.
Consumers who have their feedback posted in Times Square will also receive a link to a video clip of their feedback as it ran on the billboard. Consumer feedback will be featured on the Domino's billboard beginning July 25, and will run at various times each day through August 23.