Domino's Pizza isn't afraid of a little criticism. In fact, the 500,000 people who pass daily through Times Square in New York will see customer complaints and praises as the company posts direct feedback on a 4,360-square-foot digital billboard.
"Our customers deserve, and have come to expect, honesty from us – and when it comes to the idea of posting direct feedback in Times Square, it really doesn't get more honest and open than this," said Patrick Doyle, Domino's Pizza president and chief executive officer. "Our hope is that most of the feedback is positive, but our top priority is that people are seeing what is real."
The feedback will come from the company's online ordering Domino's Tracker, which allows consumers the ability to follow the stages of an order, as well as the names of who in the store is responsible for every stage – all the way to the delivery driver soon to appear at the door.
A new national television campaign, starring actual New York-area Domino's store managers Jess Hreniuk and Jose Castillo, shows not only the attention placed on customer feedback in the midst of a Domino's store – but also the surprise of seeing the comments themselves among the bright lights of Times Square.
"Among all things that it offers, Domino's Tracker is really about connecting the consumer more closely with our stores," said Russell Weiner, Domino's Pizza chief marketing officer. "Jess and Jose take pride in knowing that consumers know them by name during the Domino's Tracker process – and use that accountability to do whatever it takes to offer the best customer experience possible."
The new campaign will broadcast the direct feedback whether good, bad or neutral. This follows previous campaigns of honesty and openness, which included boldly admitting its old pizza wasn't up to par, swearing off fake food photography, displaying a photo of an unacceptable pizza and an apology to the customers on national television from Doyle himself.
Consumers who have their feedback posted in Times Square will also receive a link to a video clip of their feedback as it ran on the billboard. Consumer feedback will be featured on the Domino's billboard through Aug. 23.
For more info on digital signage, visit the Digital Signage research center.