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
Chocolate Lava Crunch Cakes
And then came ournew and inspired pizza.
Two years of research
We changed everything
Step #2: Break Through!
0
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0 5 10 15
Advertising Results
TERRITORY
TO AVOID
Awareness Index
Pe
rsu
as
ion
Ra
tin
g
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
In late 2015, we unveiled the DXP
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.