“Dominos tastes like cardboard,” reads a Tweet used in the opening sequence of a documentary called “The Pizza Turnaround” made by the pizza maker. The 4:21 long clip begins with Domino’s staff lamenting negative feedback from consumers. They literally print Twitter comments, focus group findings, etc, and hang the remarks on the wall for all to see. It’s the kind of acceptance and transparency that the company was forced to see thanks to social media.

Commentary from focus groups and Tweets dominate the Crispin-made clip, which ends with a cautionary “to be continued.” You can expect to see evidence of the purported turnaround in part 2.

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