Is Domino’s Pizza lazy? Are they innovative? They’re Laznnovative!
I’ll be honest, I’ve never been a huge fan of Domino’s Pizza. Something about their cardboard-y tasting pizzas always turned me away. The only time I ate them was when I worked at a Subway next door. We used to trade a couple 6” subs for a pizza, and I still felt we got ripped off.
I must not have been the only one, because a couple years ago Domino’s decided to change their recipe. While the new pizza was an improvement, it still wasn’t enough to sway me into choosing Domino’s as my pizza destination. But they’re not done.
Domino’s is making more changes. Give the fans what they want? Well, they’re doing just that. They’ve begun using Facebook (maybe you’ve heard of it) to ask the people what they want though their Think Oven initiative.
Aside from just being an online ‘Suggestion Box’, where anybody who adds the Domino’s Pizza App can submit an idea (they completely disregarded my idea of Slurpee Pizza), Think Oven has a project each month where fans can help with a certain aspect of the company.
So is this “thinking outside the pizza box” and innovative? In a way. It’s instant feedback on the consumer’s time, instead of your own.
Not to mention, it saves the company money. Domino’s can cut down on the number of focus groups it holds. They don’t need to create and pass out questionnaires to people that’ll mostly end up in the trash, (they can even claim they’re “going green!”). And most cost-efficient, they no longer have to pay employees to do those things. They just hire a couple people to sit in front of Facebook all day (which most the office probably does anyway).
It’s easy, quick, direct contact with your customers. But Domino’s is also making other people do their job.
Questions/suggestions about their pizza or their food items, I get it. But look at February’s Think Oven project: designing new uniforms.
I feel like I speak for most people when I say: I don’t care! As far as I’m concerned, they could be wearing short-shorts, a wife-beater shirt and a trucker hat advertising “free mustache rides” as long as they can make a pizza that’s… what’s the word I’m looking for?… oh, yeah, EDIBLE.
Their prizes for winning add up to $2,000. A definite cop-out to hiring a real designer. But that’s not even my real beef with this (writer’s note: I don’t think their beef is “real beef” either). How about instead of asking random people, you ask the ones who will be wearing the uniforms: your employees. They’re the ones working in front of a hot oven all day or driving around town, delivering the (hopefully) hot and fresh pizzas. The employees are the ones you should want happy, as their work defines your brand.
So in this instance, Domino’s is simply being lazy, not wanting to put in the work themselves.
So there you have it. When it comes to this Think Oven initiative, Domino’s is clearly laznnovative.
Have you heard of the Think Oven project from Domino’s? Do you think they’re innovative, or “laznnovative”? Other companies, like Tempurpedic, are also using crowdsourcing in social media — do you love it or hate it?