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Authors: Pooja Dave
Published by: Amity Research Centers
Published in: 2011

Abstract

Domino’s Pizza, the fastest growing multinational fast food chain, committed to prompt delivery of exceptional quality Pizzas began its operations in US, way back in 1960s. In its 50 years of journey from 1960-2010, Domino’s grew from a small delivery store to the second largest pizza chain in the US. Over the years, Domino’s had expanded in many countries through its franchise model. But in 2008, Domino’s realised that it needed to change its menu and the quality of its pizza to attract new customers. Considering the complaints from the customers about the taste of its pizza, Domino’s launched a new recipe and changed majority of its menu. The introduction of the new and improved pizza was promoted through 'Pizza turnaround' campaign. Through the marketing campaign, Domino’s accepted the poor quality of its old pizza and also showed how it worked on the recipe to make the quality of its pizza better. The campaign and change in core recipe involved risks, but Domino’s took up the challenge to re-brand itself in terms of quality as well as service. Just after the launch of new recipe of the pizza in December 2009, Domino’s sales in US witnessed an increase in 2010. The case discusses the reinvention of recipe made by Domino’s and the challenges and risks involved in changing its brand image.
Location:
Industry:
Other setting(s):
2008-2011

About

Abstract

Domino’s Pizza, the fastest growing multinational fast food chain, committed to prompt delivery of exceptional quality Pizzas began its operations in US, way back in 1960s. In its 50 years of journey from 1960-2010, Domino’s grew from a small delivery store to the second largest pizza chain in the US. Over the years, Domino’s had expanded in many countries through its franchise model. But in 2008, Domino’s realised that it needed to change its menu and the quality of its pizza to attract new customers. Considering the complaints from the customers about the taste of its pizza, Domino’s launched a new recipe and changed majority of its menu. The introduction of the new and improved pizza was promoted through 'Pizza turnaround' campaign. Through the marketing campaign, Domino’s accepted the poor quality of its old pizza and also showed how it worked on the recipe to make the quality of its pizza better. The campaign and change in core recipe involved risks, but Domino’s took up the challenge to re-brand itself in terms of quality as well as service. Just after the launch of new recipe of the pizza in December 2009, Domino’s sales in US witnessed an increase in 2010. The case discusses the reinvention of recipe made by Domino’s and the challenges and risks involved in changing its brand image.

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Location:
Industry:
Other setting(s):
2008-2011

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