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Dominos Final

Dominos Final

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Published by Ari Morris

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Published by: Ari Morris on Oct 21, 2011
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07/10/2013

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Domino’s Pizza Inc.

The Pizza Turnaround Case Study

By Ari Morris and Mike Gordon

Table of Contents

Content

Pages

History of Domino’s Inc.

Key Figures

Situation Analysis

1‐3

Research conducted by company

4‐6

Goals

7

Objectives

8

Target Audience

9

Tactics

10‐12

Messages

13

Slogans

14

Execution

15‐18

Evaluation

19

Media Coverage

20‐22

Personal analysis

23

PR contact interview

24‐25

Current information

26

Citations

27‐28

Appendix A

29‐30

Appendix B

31‐32

Appendix C

33‐34

Appendix D

35

History of Domino’s Inc.

1960s

1960: Tom Monaghan and his brother, James, purchase
"DomiNick's," a pizza store in Ypsilanti, Mich. Monaghan
borrowed $500 to buy the store.

1965: Tom Monaghan, the sole owner of company, renames
the business "Domino's Pizza, Inc."

1967: The first Domino’s Pizza franchise store opens in
Ypsilanti, Michigan.


1980s

1983: Domino’s 1st international store opens in Winnipeg,
Canada.

1983: The 1,000th Domino’s store opens.

1989: Pan Pizza, the company’s 1st new product, is introduced.

History of Domino’s Inc. (continued)

1990s


1990: Domino’s Pizza signs its 1000th franchise

1992: Domino’s introduces its breadsticks, the company’s 1st
non‐pizza menu item

1995: Domino’s Pizza International opens its 1000th store.

1996: Domino’s launches its web site, www.dominos.com

1998: Domino's launches another industry innovation,
Domino's HeatWave®, a hot bag using patented technology
that keeps pizza oven‐hot to the customer's door.

1999: David A. Brandon is named Chairman and CEO of
Domino’s Pizza.

History of Domino’s Inc. (continued)

2000s

2001: CinnaStix were introduced

2001: “Get the Door. It’s Domino’s.” Advertising campaign

2003: Domino’s became the Official Pizza of NASCAR

2007: Domino’s introduced online and mobile ordering

2007: Domino’s launches its “You Got 30 Minutes” campaign
with CP+B

2009: Introduces new pizza recipe

Key Figures

David Brandon, Former CEO


In December 2007, David Brandon became chairman of Detroit
Renaissance, since renamed Business Leaders for Michigan. He serves
on the board of economic development group Ann Arbor SPARK. He also
serves on the board of directors at Burger King. Brandon created the
new core pizza recipe and stepped down from Domino’s at a crucial
time during its marketing process. He became an integral part of the
company's marketing strategy since he was the central figure in the
company's TV advertising, a move that heightened his national profile.


J. Patrick Doyle, CEO


Patrick Doyle's role as David Brandon's successor was already in place
by the Domino's board. The company had previously identified Doyle as
the company's next CEO, if Brandon chose to leave. Doyle’s duties as
CEO began in early January 2010.

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