Pizza is a $35 billion industry and Domino’s gets a big slice of that — about $1.5 billion. The chain, which was founded 50 years ago in Ypsilanti, Michigan, today boasts almost 9,000 stores that deliver more than 1 million pizzas a day. But what Domino’s is known for is delivering pizzas quickly — not for making the most mouth-watering pie around. So in 2008, Domino execs began to reinvent its pizza. At the end of 2009, it rolled out the new and improved pizza, and launched an ad campaign that features consumers ruthlessly bashing its old recipe. Read more to know if the strategy has worked for Domino's
by maddy | March 28, 2010 · 4:10 am
Domino's: Why We Reinvented Our Pizza — and Then Promoted How Crappy It Used to Be.
Filed under Advertising, Brand Management, Business Strategy, Marketing
Tagged as 1 Million, ad campaign, Consumers, domino, Domino Pizza, execs, pizza, Register, ypsilanti michigan