How Dominos Used Psychology to Become the World’s Biggest Pizza Chain

Jennifer Clinehens
7 min readJan 6

In 2009, a viral video almost destroyed Domino's Pizza.

But with some hard work, difficult choices, and a bit of psychology, they managed to go from being the world’s worst pizza chain to the biggest — with 17, 000 stores in 90 countries as of 2022.

Dominos’ PR Crisis Begins

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