Domino‘s Pizza is a true giant in the quick-service restaurant industry, with over 19,500 locations worldwide and $17.8 billion in global retail sales in 2022. But back in 2009, the company was in a very different place. Sales were stagnant, customer satisfaction was low, and the brand had developed a reputation for subpar food quality.
Enter the bold "Oh Yes We Did" campaign. In this article, we‘ll take an in-depth look at how this slogan marked a major turning point for Domino‘s, and why it‘s been so effective from the perspective of a picky consumer and retail industry expert.
The "Pizza Turnaround" That Started It All
In the late 2000s, Domino‘s was facing a crisis. The company‘s growth had slowed, and it was losing market share to competitors like Pizza Hut and Papa John‘s. Even more concerning, customer feedback was overwhelmingly negative, with frequent complaints about the taste and quality of Domino‘s pizza.
Then-CEO Patrick Doyle decided to take a radical approach: publicly acknowledging and even showcasing the harsh criticism. In a 2009 ad campaign, Domino‘s featured real customer complaints describing the crust as "cardboard" and the sauce as "ketchup."
But Domino‘s didn‘t just own up to its problems – it vowed to fix them. The company completely reformulated its 50-year-old pizza recipe, with a new sauce, cheese blend, and garlic-seasoned crust. Domino‘s documented the process in a mini documentary called "The Pizza Turnaround," which culminated with the reveal of the new slogan: "Oh Yes We Did."
The Power of Transparency and Accountability
As a consumer psychologist and retail industry analyst, I was immediately struck by the audacity of Domino‘s approach. In an era where most brands tried to sweep negative feedback under the rug, Domino‘s chose to confront it head-on.
This radical transparency was a huge risk, but it paid off in spades. By openly admitting its faults and making a public commitment to improve, Domino‘s sent a powerful message that it valued its customers‘ opinions and was willing to put in the hard work to earn back their trust.
The "Oh Yes We Did" slogan perfectly encapsulated this ethos. It was a succinct, impactful way of saying "we heard you, we took action, and we delivered on our promise."
Putting the Slogan Into Action
Of course, a catchy slogan alone isn‘t enough – it has to be backed up with real, tangible changes. And that‘s exactly what Domino‘s did.
The new pizza recipe was just the beginning. Over the past decade, Domino‘s has consistently pushed the envelope with menu innovations like Handmade Pan Pizza, Stuffed Cheesy Bread, and Specialty Chicken. The company also pioneered industry-leading ordering technology, from the Pizza Tracker to tweet and text ordering, to the DXP delivery vehicle with built-in warming ovens.
These continuous improvements, all in line with the "Oh Yes We Did" spirit, have translated into impressive results. From 2009 to 2022, Domino‘s U.S. same-store sales grew at a compound annual rate of 8.3%, far outpacing the industry average. The company‘s stock price has also soared over 2,000% in that timeframe.
| Year | Domino‘s U.S. Retail Sales (millions) | U.S. Same-Store Sales Growth |
|---|---|---|
| 2022 | $8,725.5 | 2.6% |
| 2021 | $8,635.8 | 3.5% |
| 2020 | $7,922.8 | 11.5% |
| 2019 | $7,044.5 | 3.2% |
| 2018 | $6,588.6 | 6.6% |
| 2017 | $5,925.1 | 7.7% |
| 2016 | $5,335.2 | 10.5% |
| 2015 | $4,810.5 | 12.0% |
| 2014 | $4,115.9 | 7.5% |
| 2013 | $3,801.8 | 5.4% |
| 2012 | $3,526.9 | 3.1% |
| 2011 | $3,450.6 | 3.5% |
| 2010 | $3,085.1 | 9.9% |
| 2009 | $2,926.2 | 0.0% |
Source: Domino‘s Pizza Financial Reports
Winning the "Pizza Wars"
Domino‘s success with "Oh Yes We Did" is even more impressive considering the fierce competition in the pizza delivery space. For decades, Domino‘s has been locked in a battle with rivals Pizza Hut and Papa John‘s, each trying to win over customers with better deals, faster service, and tastier food.
In this context, Domino‘s marketing strategy has been a key differentiator. While Pizza Hut has cycled through numerous slogans and Papa John‘s has struggled with controversies, Domino‘s has stayed consistent with its "Oh Yes We Did" messaging and focus on self-improvement.
Industry experts have taken notice. "Domino‘s has been the clear winner in the pizza wars," said restaurant analyst John Gordon. "Their commitment to innovation and their willingness to disrupt themselves has kept them ahead of the curve."
Extending the Message Beyond Pizza
Interestingly, Domino‘s has found ways to extend the "Oh Yes We Did" concept beyond just its food and service. One prime example is the "Paving for Pizza" program, started in 2018.
The initiative has Domino‘s partnering with local governments to repair potholes and improve road conditions, with the goal of ensuring a smoother, faster ride for delivery drivers and customers. Domino‘s even stamps its logo and "Oh Yes We Did" on the repaired potholes, turning a marketing slogan into a tangible community benefit.
"This is a really smart move by Domino‘s," said marketing professor Kelly O‘Keefe. "It‘s a great way to build goodwill and show that they care about more than just selling pizza."
A Slogan With Global Resonance
While "Oh Yes We Did" originated in the U.S., its impact has been felt across Domino‘s global footprint. Many of the product and technology innovations that were part of the "pizza turnaround" have been adopted in international markets.
However, Domino‘s does take a localized approach to its marketing and slogans in different countries. For example:
- In the UK and Ireland, the slogan is "It‘s What We Do"
- In Japan, it‘s "なんてったってドミノ・ピザ" ("It‘s Gotta Be Domino‘s")
- In India, it‘s "Hungry Kya?" ("Are You Hungry?")
Despite the varied taglines, the core emphasis on quality, innovation, and customer focus remains consistent. And it‘s paying off – international sales now make up over half of Domino‘s total revenue.
"Domino‘s has done an excellent job of adapting its brand to different cultural contexts while staying true to its overarching values," said global marketing consultant Natalie Berg. "The ‘Oh Yes We Did‘ attitude resonates globally, even if the exact slogan differs."
The Staying Power of "Oh Yes We Did"
Over 10 years later, "Oh Yes We Did" remains a cornerstone of Domino‘s identity. The slogan has taken on a life of its own, with customers using it organically on social media to express excitement over Domino‘s latest innovations.
So will Domino‘s ever move on from "Oh Yes We Did"? Only time will tell, but given the slogan‘s enduring resonance and association with Domino‘s remarkable turnaround story, it‘s unlikely to disappear anytime soon.
"‘Oh Yes We Did‘ is more than just a slogan for Domino‘s – it‘s a rallying cry and a promise to keep pushing forward," said Domino‘s Chief Marketing Officer Art D‘Elia. "As long as there are new ways for us to improve and innovate, you can bet we‘ll be saying ‘Oh Yes We Did.‘"
As a discerning consumer and industry watcher, I have to agree. In an era where authenticity and action are everything, Domino‘s has set a high bar with its bold, transparent, and impactful approach to brand transformation. "Oh Yes We Did" encapsulates that perfectly – and it‘s a big reason why Domino‘s is riding high as the world‘s top pizza brand.
![](https://pinterest.com/pin/create/bookmarklet/?media=https://www.marketingscoop.com/wp-content/uploads/2024/04/20240416174654-661eb98e64e94.jpg&url=https://www.marketingscoop.com/consumer/dominos-slogan/&description=Domino‘s%20Slogan:%20How%20"Oh%20Yes%20We%20Did"%20Transformed%20the%20Brand){kind=link}