Domino's Pizza asked folks what they thought of their product and received back the cold, hard truth. According to surveys, focus groups and social media chatter, Domino's learned that their pizza well...sucked. Despite the painful reality, Domino's was able to leverage the bad rap into a brilliant campaign.

"The Pizza Turnaround" YouTube documentary, which circulated through Twitter, Facebook and the like, follows Domino's employees through denial, anger, bargain and acceptance of the truth about their product. Domino's then revamps their pizza and leaves viewers and fans with a cliffhanger ending of hand-delivering the new and improved pizza. A follow-up video was later made when Domino's delivered their refined pizza to some of their harshest critics.

Many companies' PR efforts are focused solely on controlling the damage of bad reviews or negative comments. Domino's, with their claim of an 85% spike in sales, demonstrates that perhaps the best public relations efforts are in listening to the public, even when it hurts.

Click here to take a poll on what you think of Domino's new and improved pizza.

Click here to view a video about another innovative product.

"Innovation is the central issue in economic prosperity."

Michael Porter

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