Chapter Five

Take Us to Your Leader

What we learn from the people behind the things we buy

Back in 2009, Domino’s Pizza was in the final stages of a chain-wide makeover with an entirely new set of recipes for its hand-tossed pizza. When it came time to shoot commercials in support of the new “Pizza Turnaround” campaign, Domino’s ad agency didn’t prepare a script or audition any actors. Instead, a documentary film crew was hired to interview Domino CEO Patrick Doyle, the company’s head chef Brandon Solano, and a handful of other company employees. In their own words, each of them expressed to the camera the same direct, disarming sentiment: “We’re sorry our old pizza wasn’t very good.”1

Long before the ad campaign had been conceived, Domino’s ...

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