Patrikc Doyle’s introduction as the new CEO of Domino’s came on the heels of a major announcement: Domino’s was changing the recipe of its pizza. The movement became known as The Pizza Turnaround, with the “cardboard complaint” one of the most contentious issues. A seasoned marketer, Doyle took to YouTube, admitted mistakes, recognizing and need for change and kicking off one of the edgiest marketing moves in recent years.