Home › Case studies › Hermes
ManagementBrand PositioningFashionAdvanced1837
Hermes: Scarcity as Luxury Strategy
The challenge
In 2009, Domino's Pizza faced a crisis — their own customers were publicly mocking their pizza as tasting like cardboard. Social media had amplified consumer criticism. Pizza Hut and Papa John's were gaining market share. Domino's needed to respond.
The strategy
Instead of defending their pizza or ignoring the criticism, Domino's made the radical decision to admit publicly that their pizza was bad, show exactly what was wrong with it, and document their journey to fix it transparently.
Want the full story, outcome and quiz?
Read how Hermes executed it, the results, key lessons and test yourself with a quiz. Free on CaseLearn.
Try the full case free →Key lessons (preview)
- Radical transparency about product failures can rebuild trust faster than defense or denial.
- Consumer criticism on social media can be turned into content that demonstrates responsiveness.
- Admitting failure before announcing improvement makes the improvement story more credible.