Pizza is a wonderful culinary creation and one of America’s most beloved foods. Pizza practically sells itself—even when it’s greasy and kind of gross.
Take Domino’s and the brand’s hyper-authentic approach on Instagram.
According to Fast Company, the pizzas Domino’s photographs are all real, either pulled from a test kitchen oven or delivered by an employee. Domino’s is a living embodiment of a #nofilter brand.
“In this space, we actually are finding that less than perfect is sometimes actually perfect,” says Dennis Maloney, Domino’s chief digital officer.
Domino’s transparency strategy (which began in 2010 and led to several product improvements) continues to work its magic. Sales at Domino’s continue to climb in the U.S. while industry-leader Pizza Hut’s drop.
I wonder what, if anything, other brand managers are prepared to learn from Domino’s example? Domino’s knows who it is and how to be “comfortable in its own skin.”
Domino’s gets to the truth of its brand story, day by day. Domino’s reveals itself.
Domino’s is also one of the best brand transformation stories happening right now and their agency, CP+B Group in Boulder and Miami, deserves a lot of credit.
