What kind of crisis did Dominos’ 30 Minutes Campaign cause?

Campaign that says your pizza is free if it doesn’t reach you within 30 minutes. Dominos’un It may have been the key campaign that played a role in its success.

So how did this legendary campaign that took Domino’s to the top of the pizza industry happen to Domino’s? opened a big business?

This campaign, which started in the 1960s, succeeded in making Domino’s one of the leading pizza chains first in America and then in the world.

At that time, people were complaining about the long delivery times of pizzas, and Dominos rolled up its sleeves to make a difference by solving this problem. legendary campaign had implemented it.

To achieve this, we worked on a minimalist menu, practical pizza boxes and efficient kitchen layouts, with processes optimized for fast delivery. in 28 minutes It was possible to deliver it to the address.

The main focus of this strategy was customer satisfaction, and the 30-minute campaign accelerated Dominos’ speed. brand identity made it happen.

This campaign, which was a great success, increased Domino’s market share. %15’e He took it up to .

However, every success had a price, and this price had a very painful result.

The campaign focused on speed and had an impact on couriers who had to deliver orders in a short time. a big pressure He had created.

In the 1980s, couriers who were under pressure to fulfill orders, for the sake of speed violated traffic rules and traffic accidents began to increase.

Traffic accidents that result in deaths and serious injuries are harmful for both the company and the victims. great tragedies created and turned into a major crisis.

According to the company’s reports in 1988, 20 people lost their lives in delivery accidents…

Hundreds of lawsuits filed after the accidents in question to become unsustainable and it was claimed in the courts that the campaign endangered couriers and traffic in general, thus indirectly responsible for the accidents.

After a major lawsuit filed in 1993, Domino’s millions of dollars in compensation He was sentenced to pay.

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