By 2008, Domino’s faced a crisis; customers hated the pizza. Surveys called it “the worst-tasting national pizza chain.” The crust was “like cardboard,” the sauce tasted like “ketchup.” Revenue stagnant, franchisees frustrated, stock at $3 a share, customer satisfaction plummeting. Most companies ignore criticism or spin it. Domino’s did the opposite; they embraced their failure publicly and promised transformation. In 2009, they launched “Pizza Turnaround,” showing real customers trashing their
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