What a turnaround for Domino’s Pizza!
After receiving a year or two of bad publicity, Domino’s has ripped up the script and utterly changed their fortunes. For the first quarter of 2010, their profits are up 14.3%. As Russell Weiner, chief marketing officer for Domino’s Pizza, told QSR, the biggest previous leap in sales was 14.2% by McDonald’s. This surge truly is unprecedented in the history of food franchising.
The rise of Domino’s can be partly put down to good marketing. But behind its “New and Inspired” pizza campaign is a small truth: their pizza has actually improved.
We’ve blogged a lot in the past about the strategy and it’s remarkable to see how extraordinarily successful it has been. Congratulations to Domino’s and we wish them the best with keeping their profits high.