Dominos

Reputation Game Changer

Once upon a time, Domino's pledged "pizza in 30 minutes." Now Domino's has launched an advertising campaign that admits its pizza tasted bad, but is now much improved.

It wouldn't have been that hard – or violated the sacred rites of mission statements – to make the original pledge "good pizza in 30 minutes." But Domino's thrived on quick service, regardless of taste – or apparently delivery driver safety.