If you’re in this business long enough, you will eventually be assigned to work on an account that you just don’t believe in. And even though this is mutually disadvantageous for all parties involved, it happens. But what happens if it’s not just you not believing in the product, but everyone?

50 years ago, a pizza company was started. When it was time to expand their business, the owners created a supply chain and set standards to ensure that every pizza created at every store tasted the same. It seems like a no-brainer to us now, but at the time, it was revolutionary.

For their next innovation, they introduced a 30-minute or less delivery guarantee that basically set the delivery time standard for all forms of delivered food.

Now Domino’s, with the help of Crispin Porter + Bogusky, has done their most revolutionary move yet; something that every brand should be willing to do: they changed. After years of producing a mediocre product and seeing a steady decline in sales since the early 90’s, Domino’s listened to the criticism and admitted that they were creating an inferior product.

For most of 2009, they worked on creating an improved product that rolled out in mid-December. I happen to try the product before seeing any commercials for it, and it really was better tasting. The crust has an herb seasoning, the sauce has the slightest amount of heat, and the ingredients seemed to be placed on the pizza in a more purposeful way than before.

Is it the best pizza I’ve ever had? Probably not, but that’s so subjective that it’s a moot point. Do I wish I had loaded up on Domino’s stock back in the beginning of December? I’ve already started building a time machine.

I’m very interested in seeing a case study comparing the success of Domino’s change and the failure of New Coke. I’ll probably do some research on it when I have some more time, but it anyone in the blogosphere beats me to it, please let me know so I can read it.