Domino

In twenty oh nine, Domino's ran focus groups. Customers said the pizza was inedible. One woman compared the crust to cardboard. Another said the sauce tasted like ketchup. The company had been selling the same recipe for forty years. Patrick Doyle, the new CEO, watched the footage and realized: the product itself was the problem. He did something unusual. He put the negative feedback directly into television commercials. Domino's admitted, on national television, that their pizza was bad. They showed the harsh quotes. They showed the old product. Then they showed the new one. Sales rebounded sixteen point five percent that quarter. The stock price told a different story. When Doyle took over, it was trading under ten dollars. By twenty twenty-four, it had reached five hundred and sixty dollars.