Domino's Pizza Gives 'Em Transparency It's hard to get used to the fact that there are no secrets anymore. People are going to chat about us, often in very public ways.
Domino's Pizza has turned and faced and embraced their critics with their new ads. In the first one they air footage of focus group participants talking about how crappy their pizza is.
In the current ad they take the focus group out to the field to see where the tomatoes come from and meet the farmer. Then they invite everyone to the website for more info.
You want to talk about how we suck? Go ahead, talk.
If you are worried about secrets or shortcomings being exposed, these are great examples of how to get ahead of the story and take ownership of the narrative.