The Importance of 'Brand Humanity' for Customer Loyalty

Domino’s Pizza CEO Doyle at the Domino's headquarters in Ann Arbor, Mich. Photograph by Mark Bialek/ZUMA Press via Corbis

When Domino’s Pizza introduced a new pizza recipe in late 2009, Chief Executive Officer Patrick Doyle took the unusual step of appearing in TV commercials to offer customers his humble apologies that Domino’s old recipe hadn’t been very good. In the first quarter of 2010, Doyle’s heartfelt requests for a second chance earned Domino’s the largest single-quarter revenue boost in the history of the fast-food industry. The pizza chain has enjoyed industry-leading growth ever since.

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