In 2010, Domino’s became the poster child for transparency by admitting their pizza was bad, and then reinventing their recipe.As a result, sales and the stock price skyrocketed. But that was 2010. How could Domino’s maintain their reputation for transparency and honesty, while continuing to grow sales after their largest sales increase in history? Rather than retreat to the more deceptive tactics typically used by the fast food industry, Domino’s doubled down on honesty and transparency with a yearlong campaign that put their service, pizza, new menu items, and employees on the line, all in an effort to make Domino’s a better company.

When customers submitted their reviews on Dominos.com, they were posted unedited up on a giant electronic billboard in the middle of Times Square for everyone to see. A live webcam on the Domino’s site then let people see their reviews, no matter where they lived.

In the month-long campaign, Domino’s reviews rose by 95% as over 10,000 were submitted. As a result, over 91 million estimated media impressions were generated, and sales rose by over 4%. But most importantly, the customers who once compared Domino’s Pizza to cardboard and ketchup now gave them an average rating of 4 out of 5 stars.