text/Chuang Daily
United Airlines beat and forced passengers to get off the plane and caused a lot of controversy. United Airlines' response is worthy of its title of worst service.
Chuang Ge suddenly thought of Domino, once the most unpalatable pizza in the United States. The scandal was exposed and scolded to the point of being completely exhausted, but now it is the second largest pizza chain in the world.
has nearly 14,000 stores worldwide, with annual revenue of billions of dollars.
has one of the most awesome fans - the US rich president Trump who loves junk food and has advertised many fast food brands.
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Someone specializes in imitating Trump’s talk show for this.
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obviously sells pizza, but he always says that he is a technology company! But technology is not the essence of its success.
13 The biggest winner in the US stock market is not Google , Apple, Amazon
Domino and Google were listed in the same year, Domino was on the New York Stock Exchange in July 2004, and Google was Nasdaq in August.To date, Google's stock return on investment has exceeded 16 times, while Domino Lego is as high as 27 times.
Some people have counted that even since 2010, when Domino’s worst performing, its growth is much better than the performance of technology giants such as Google, Apple, Amazon and Facebook. Although the market value of
is less than US$9 billion, since 2010, Domino’s stock price has risen more than 20 times, and Amazon has only increased by more than 5 times during the same period.
Although it is not suitable for comparison with technology giants such as Google and Amazon, Domino has always been at the forefront of technology and is very trendy.
Tech maniac who focuses on pizza takeout is crazy!
pizza takeaway, I have to say that Domino’s early predictions of the market are accurate. From discovering the prospects of the takeaway business, Domino has used all means that can attract people to place orders and improve order completion efficiency.
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When Domino said that he was a technology company, he seemed super confident. Why ?
Domino’s headquarters has more than 800 people and more than 400 people are engaged in software development and data analysis, and the 30-minute delivery has been achieved to the extreme.
As early as 2007, it launched computer and mobile food ordering, but others took orders on landlines;
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008, it launched online pizza DIY and pizza trackers, and in 2014, it created pizza DIY applications and 3D effects; ▼
013, it launched pizza archives to record user information using big data. Users can match flavor combinations based on personal ordering habits within 30 seconds. ;014, Domino's version of "siri" - Dom was born, and voice orders were placed; ▼
015, Samsung smart TV installed Domino's app, and the "pizza tracker" progress bar was displayed at the bottom of the screen; ▼
Smart wearable device can order food;
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Social network (such as Facebook You can order food on Messenger, Twitter);
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Use the app to scan the stomach to determine the taste and place an order;
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Open the application and go to a daze and place an order automatically in 10 seconds;
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Entity key placing an order with one click. ▼
Smart home is not spared, and you can order pizza on Amazon Echo, Google Home and other devices.
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In addition to the innovation of food ordering tools and methods, the food delivery methods are also constantly subverting.
In 2012, a drone meal delivery experiment was conducted in the UK, which was very popular among young people in the UK.
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With this trick, Domino's sales in the UK that year were nearly 1 billion US dollars, gaining hundreds of thousands of Facebook fans.
In 2015, the food delivery truck DXP was born. A fleet was formed, with an oven on the car, which was delivered while doing it.
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In 2016, the robot was very hot. Domino's launch of the meal delivery robot DRU, which took more than half a year to lose dozens of solutions, can not only keep cold drinks low temperatures, but also keep the pizza hot.
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Right, there is also a kitchen robot that automatically cuts pizza and plasters.
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is so crazy!
However, these are all appearances and are not the most real Domino.
A more ruthless move than crazy technology: self-deprecating
The most feared customers say that it is not delicious when doing catering, which will affect their reputation and also dampen the chef's confidence.
In 2009, Brand Keys, an American brand awareness consulting company, conducted a survey on consumer taste preferences, and Domino’s last place.
is the last! Have you made pizza for the first 50 years?
Those comments, from workmanship to materials, were cursed clearly: "It is not worth buying with some thick cardboard with tomato sauce"; "The pizza produced in batches cannot be eaten"; "It smells like my grandma's headscarf"...
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Domino's pizza chefs are extremely collapsed inside.
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Before that, a video was circulating on the Internet, two Domino’s clerks were fighting wildly with dough in the kitchen, plastering the dirty things on the pizza embryo, and baking them and selling them to customers.
The click rate of this video quickly exceeded one million, causing an uproar. Soon Domino was attacked by angry customers and had lost its brand image for decades. Those two employees were fired.
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Realize that it is time to make some changes, Domino made a bold public relations attempt, completely breaking the advertising principle of "not citing consumers' derogatory products".
Faced with a lot of complaints and complaints online, Domino made the most talkative move, and admitting that its "pizza" is not delicious is the first step.
Even Patrick Doyle, who took over as CEO of Domino in 2010, publicly admitted, "Yes, our pizza is rotten. So we need everyone's opinions to change it!"
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Next, the highlight is.
Domino packaged a huge LED display on Times Square in New York, "Yes, our pizza is so bad."
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released all the good comments and the most intense complaints on the Internet, without explaining or apologizing.
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People are paying more attention to Domino’s, and more and more people are making more efforts to spoof, with various jokes, pictures and short videos.
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As I looked at it, it turned out that the person who had been complaining was amused.
This is a win!
At the same time, Domino secretly invited some people who had a lot of opinions on Domino's pizza to sit together, and made a collective complaint. Domino's secretly recorded it, and everyone inside the company watched the video.
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has also opened up a special data channel to collect opinions and invite professionals to put forward modification opinions.
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Finally, the chefs brought the new pizza to the homes of customers who were most dissatisfied with Domino’s pizza and asked them to taste it so that the chefs could get first-hand customer feedback as soon as possible.
Finally, Domino’s method of facing consumers’ “humiliation” has once again attracted more attention from the brand, which is a hundred times better than directly adverting and saying “We launched a brand new pizza”.
This is sincerity! The craziest thing about
is that in order to find several consumers who once "pointed and spoke nonsense" about Domino's pizza, Domino has used its might!
posted a missing person notice on the big billboard, and mobilized employees in the store to post small missing person advertisements everywhere, causing a storm in the city.
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For example, one of them is Bill Johnson, and the search advertisement says, "Bill Johnson, Domino calls you home and try a new pizza!" Or you call on a radio show, post a huge poster on a truck, pull a giant banner with a helicopter, and then chase and intercept, "force him/her" to try a new pizza.
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In this process, Domino’s employees are like a group of children who are playing pranks, and they have no scruples to achieve their goals.
This is a desperate fight!
, a self-deprecating and even spoof marketing method, has become a tradition that Domino has always continued and a means to get close to consumers.
April Fool's Day 2015, Domino said that it had already piloted unmanned motorcycle delivery in the UK, which was very sexy.
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also needs to open a store on the moon. On its 20th anniversary, Domino Japan announced that "the competition on the earth is too fierce, we are going to open a branch on the moon."He also asked a construction company to make renderings in a decent manner, saying that it is expected to cost US$21.7 billion.
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This is a routine!
Until now, Domino’s official website also has a special place to collect customer opinions. Comparing
with Domino, United Airlines is a scumbag!
is essentially a means and routine for Domino to get close to consumers. Bold self-deprecating actually strengthens the interaction between the brand and consumers.
further embodies the word "serious", because when making products, you need to "serious". When
is hacked, you may really lose if you are serious about the person who scolds your product.
It is better to do a good job of products seriously than to have the energy.
Chuangge’s heavy recommendation
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Reprinted original: zou-wenyue
