Buy our pizza. It is better than it used to be.

This article describes the “tasty turnaround” engineered by Domino’s Pizza.

Dominos’ current marketing campaign is brutally honest.  Domino’s directly confronts the perception that its product, heretofore, wasn’t very good.   They call it “The Pizza Turnaround” – how Domino’s has recognized its failings and is now working hard to make a better pizza.

Certainly an atypical campaign but so far it seems to be yielding positive results.

What makes this work?  Just the refreshing honesty?