Authentic, credible voices now key to success…

By Robert Wheatley

The world’s largest pizza chain knows a thing or two about delivery and convenience. But according to national consumer research, they have much to learn about that other half of the food equation: taste experience. They came in dead last on taste among national chains in a study done by Brand Keys last year.

So in keeping with what we already know about the consumer’s growing savvy-ness concerning quality and flavor experiences, the chain moves to substantially improve its recipes. But more importantly, Domino’s now recognizes that medium and message also matter to the outcome of brand communication.

The chain is going into the maw of the very audience previously doling out the criticism about its not-so-great tasting pies: food bloggers. Yes, into the new-age PR realm Domino’s jumps by inviting outsiders, who are beyond its control to sample, savor and sing through posting live comments at their web site.

According to USA Today’s coverage, Domino’s has tested “dozens of cheeses, 15 sauces and 50 crust-seasoning blends over two years.” Headed towards the biggest pizza consumption occasion of the year the Super Bowl, Russell Weiner , marketing chief at Domino’s said, “The best defense is a good offense.” Amen.

Bravo first to Domino’s for its willingness to take the larger risk of altering the franchise recipe in the name of better quality and taste. Second, coming from its earlier run-in with social media’s sharper knife in the form of stupid YouTube video hijinks, the chain now embraces the paradigm of transparent, conversational communication.

When you’re a $5.5 billion dollar organization there must be great temptation to revert to the old interruption model. But what we know today is that consumers look for validation brand claims and assertions from sources they trust. The rest is routinely tuned out and serves mostly as reminder media. The true convincing comes when others with the right pedigree agree and chime in.

Love the faith and belief that trust is ultimately at the core of successful brand relationships. This will be interesting to watch. What do you think?