Domino’s:The Pizza Turnaround

By Caitlan Fetzer & Michael Rodriguez

Changing Cardboard Crust

“Domino’s pizza crust, to me, is like cardboard”, “Worst excuse for pizza I ever had”

The change wasn’t prompted by underperformance or lack of market share They wanted to show that they were

committed to their customers "We're proving to our customers that we

are listening to them by brutally accepting the criticism that's out there.” Patrick Doyle, incoming CEO

Advertising the Turnaround

New commercials focused on their new and improved taste Started in early 2010 and has continued to focus on their fresh

ingredients and commitment to their customers Their latest marketing campaign is called Behind the Pizza Success? YES!

Fourth quarter profits more than doubled from previous year (23.6 million from 11 million)

Store sales increased by 3.9% Shares traded at a new 52-week high of $16.63

A restaurant and hotel analyst said that Domino’s resurgence wouldn’t be a one-quarter phenomenon “The new menu and new products are a very impressive

effort.”

Relation to Class Promotional Mix

Advertising New ad campaign with commercials and blogs and websites

Personal Selling Costly, but showed they were committed to their customers

Sales Promotion 5-5-5 deal

Direct Marketing Internet, Direct Mailing

Lead to overall re-positioning Before: Discount Now: Bought because it tastes good. Many reviewers said “I just

crave it”

Questions?/Comments?

References Watson, Bruce. "Domino's Pizza Reborn? Risky Campaign, New Recipe Help Boost

Sales - DailyFinance." Business News-DailyFinance. Web. 05 Jan. 2011. <http://www.dailyfinance.com/story/investing/dominos-pizza-reborn-risky-campaign-new-recipe-help-boost-sal/19383979/>.

New Domino's Pizza - Oh Yes We Did. Web. 05 Jan. 2011. <http://www.pizzaturnaround.com/>.

"Domino's Pizza - Pizza Holdouts." YouTube. Web. 05 Jan. 2011. <http://www.youtube.com/watch?v=A-lphVQkM1s>.

Farhi, Paul. "Behind Domino's Mea Culpa Ad Campaign - Washingtonpost.com." Washington Post - Politics, National, World & D.C. Area News and Headlines - Washingtonpost.com. Web. 05 Jan. 2011. <http://www.washingtonpost.com/wp-dyn/content/article/2010/01/12/AR2010011201696.html>.

http://popsop.com/41409

http://www.benzinga.com/press-releases/11/01/c753833/dominos-pizza-52-week-high-recently-eclipsed-dpz