In fact, the statistics surrounding the love for pizza in the US are simply mind-blowing: around 69,000 pizzerias across the United States produce three billion pizzas every year; universal standard sizes for pizzas now exist; and while 94 percent of the population admits to eating pizza, only 64 percent voted in the 2008 Presidential election.

Clearly the love for pizza is strong, which probably goes a long way to explain why companies like domino’s take their business so seriously.

Flashback two years though, and Domino’s had a serious problem with their image. Criticisms were coming in thick and fast – “Domino’s tastes like cardboard”, wrote one on Twitter; “Mass produced, boring and bland,” argued another.

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But Domino’s didn’t take the issue lying down. For one thing, it was clear that it would not be enough to start serving a new product and hope customers would take notice. Instead Domino’s announced the development of a new recipe that would reinvent the brand.

“Our view was, if the source of the problem is the internet, then that is where we need to address it. We went out and showed our employees the harshest criticisms and immediately got everybody’s attention,” explains CEO Patrick Doyle in a new interview with MeetTheBoss.tv. “We knew there was no way we were going back to where we had come.”

The movement became known as The Pizza Turnaround, with Domino’s taking to YouTube, admitting mistakes, recognizing the need for change and kicking off one of the edgiest marketing moves in recent years – resulting in second quarter growth of 56 percent and a change in customer perception of the brand.

Find out more about Domino’s innovative marketing move with our exclusive interview with Patrick Doyle here.