We spoke about Domino’s Pizza a few months ago. Domino’s was under crisis – two employees had released some videos on YouTube that became viral. That time, it was a lesson on how a company should use social media as a PR tactic to help spread goodwill for the company and change public sentiment (and spread it fast – negative news travels like wildfire).

This time, Domino’s is addressing a crisis of a different kind. This crisis – one of their overall brand image – has been long in the making. As Domino’s discovered, many people didn’t like the taste of their pizza and had been quite vocal about it. In this era of social media, gauging customer feedback is easier, although it looks like Domino’s has done some market research of their own as well.

What’s different is how Domino’s has chosen to deal with it. Domino’s has chosen to face criticism very publicly and use that as part of a brand turnaround. Look at this site: http://www.pizzaturnaround.com/

It does take some “corporate bravery” to create a site like this. Not everything is scripted. The live Twitter feed they have on the page is not always positive. They are laying the results out there for the world to see. In a way, they are encouraging us to see for ourselves – to not only try the new pizza but to see what our peers think. This is a company that believes in openness, and I hope they are rewarded for it.

I haven’t tried the new Domino’s pizza yet (if you’re listening Domino’s, I would like a real iPhone app), but it has me interested enough to try it.

Tags: Domino's, social media