Domino's: Brand Positioning Case Study
Nov 22, 2022
I’ll be honest. Domino’s isn’t usually the first brand I think of when it comes to empathy-driven marketing. But they won me over recently.
After placing an online order for a California Chicken Bacon Ranch pizza, I pulled up curbside to pick it up and Domino’s started their car-side 2-minute delivery guarantee timer.
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99% of the time they hit their clock, but this time they didn’t.
The timer hit zero and I received the email below and a bad experience turned into a better one. Here are just a few of the lessons can be learned from this simple, empathetic email:
1 - Email was delivered in seconds of the timer expiring. No time for frustration to build.
2 - The subject line felt friendly and personal. A good way to de-escalate the disappointment.
3 - Empathy-driven language that admits fault and takes ownership of the broken promise.
—Tyler Speegle, Co-Founder of The Empathy Marketing Co.
