Summary of Domino's Atoned for Its Crimes Against Pizza and Built a $9 Billion Empire

Looking for the article?
We have the summary! Get the key insights in just 5 minutes.

Domino's Atoned for Its Crimes Against Pizza and Built a $9 Billion Empire summary
Start getting smarter:
or see our plans


8 Overall

8 Applicability

8 Innovation

7 Style


How does a restaurant chain survive lawsuits, a viral video so disgusting that the health department gets involved, declining sales and customers who think your main product is awful? The pizza chain Domino’s figured it out. After revamping its pizza recipes, the company launched a clever advertising campaign, revolving around an apologetic admission that it needed to do better. Bloomberg Businessweek writer Susan Berfield traces how Domino’s revived its damaged brand reputation using technology and a well-executed mea culpa. getAbstract recommends the article to executives of companies with a suffering brand and to pizza lovers everywhere.

In this summary, you will learn

  • What problems the pizza restaurant chain was facing in 2006,
  • How publicly facing up to its problems helped turn the company around, and
  • How Domino’s is innovating in terms of ordering and delivery.

About the Author

Susan Berfield is a writer for Bloomberg Businessweekk



In 2006 – two years after its IPO – the pizza restaurant chain Domino’s was in trouble: Sales dropped; two lawsuits led to high costs in damages; and then, a video that showed two Domino’s kitchen employees messing with the food went viral, repulsed customers and led the health department to close the restaurant temporarily. On top of all this, customers complained about the pizza. People didn’t like it, and the company’s executives agreed: It wasn’t good pizza.

Comment on this summary

More on this topic

Customers who read this summary also read

More by category