Turning Around Our Brand - The Right Place · Turning Around Our Brand Stacie Barrett Manager, Internal Communications and Global Events. ... Pizza Hut 4) Little Caesars 5) Roundtable

Turning Around Our Brand

Stacie BarrettManager, Internal Communications and Global Events

A History of Innovation

Delivery in 30 Minutes

Guaranteed

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!

0

2

4

6

8

10

12

14

16

18

20

22

24

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

30

31

32

33

34

35

36

37

In late 2015, we unveiled the DXP

39

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?