I would suggest that Domino’s should tread carefully. Despite excellent financial results, the brand still needs to focus on the quality of its product and reconnecting with customers. It’s not that long ago that we were all talking about the YouTube video of employees with
“questionable” standards of hygiene. Is opening up this new front, with all the potential pitfalls of managing commercial relationships with consumers, a good idea?
Exploiting digital should be part of every brand’s strategy but I would argue that Domino’s needs to keep focused on its core activity for a little while yet.
Vanessa Cohen, partner, Prophet