Turning Around Our Brand

Stacie BarrettManager, Internal Communications and Global Events

A History of Innovation

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It all ended in December, 1993

But we continued to be known for

service.

High Marks on ServiceBrand Keys Customer Loyalty Engagement Index: Overall

1) Domino’s Pizza2.) Pizza Hut3.) Papa John’s4.) Godfather’s/Little Caesars/Round Table5.) Chuck E. Cheese

Not for Pizza TasteBrand Keys Customer Loyalty Engagement Index: Taste

1) Papa John’s2) Godfather’s3) Pizza Hut4) Little Caesars5) Roundtable Pizza6) Chuck E. Cheese & Domino’s Pizza

In 2008, after 3 consecutive years

of negative sales, we knew we had

to do something different.

Step #1: Innovate!

Oven Baked Sandwiches

American Legends

Chocolate Lava Crunch Cakes

And then came ournew and inspired pizza.

Two years of research

We changed everything

Step #2: Break Through!

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Advertising Results

TERRITORY

TO AVOID

Awareness Index

Pe

rsu

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ion

Ra

tin

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IDEAL TERRITORY

QSR

Norm

MB

Norm

‘New Pizza’(AI:16,P:47)

Millward Brown Scores

“Doing a Domino’s”

Republicans, Democrats, UK Labor Party, Airlines, Oil Companies, The NHL

Product Innovation Didn’t Stop There...

…And Innovation Didn’t Stop At Products

…And Innovation Didn’t Stop At Products

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In late 2015, we unveiled the DXP

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12,500 stores

7 consecutive years of positive sales

80 international markets – including Italy!

$8.9 billion in global retail sales

U.S. share price, 2009-2016: $4.71 - $135.22

Domino’s Today

Pizza TasteBrand Keys Customer Loyalty Engagement Index: Taste

1) Domino’s Pizza2) Papa John’s3) Godfather’s4) Pizza Hut5) Little Caesars6) Roundtable Pizza7) Chuck E. Cheese

Any lessons here?

Stakeholder buy-in is essential.

Embrace transparency.

If you’re going to claim that you’ve changed,make sure it’s real.

Recognize that you no longer “own” your brand.

Consumers do.

Engage them.

Questions?