Dominos Pizza Turnaround Campa ign Ben Carter, Tabatha Davis, Mike - - PowerPoint PPT Presentation

Pizza Turnaround Campaign

Ben Carter, Tabatha Davis, Mike Downss, Kaylee Hauesler, Carrie Hoeh

Domino’s

The Organization

1965 DomiNik’s Renamed Domino’s Pizza 1998 Heatwave Tech. Introduced 2004 Dominos Pizza = DPZ on NYSE 2008 Pizza Tracker Introduced 2009 New & Inspired Pizza

The Issue

2009 Brand Keys Report Findings

Domino’s 1st in delivery and value (on time and cheap). Last in Customer Taste Preference. Comments included: “bland” and “tastes like cardboard” Later that same year a disturbing prank carried out by Domino’s employees Kristy Hammonds and Michael Setzer is uploaded.

• n YouTube

(Vaughan, 2009, para. 3). (Gregory, 2009, para 3).

Issue Importance

• Domino’s portrayed negatively.
• Other pizza options.
• Investor confidence threatened.

Background

“How did Domino’s convince people to try its new, better- tasting pizza in record numbers? By admitting its old pizza sucked” Pizza Turnaround

(Crispin Porter + Bogusky Advertising, “Dominos Turnaround,”n.d.).

Public Perception

(:53-1:30)

Target Publics

• Active publics who provided negative feedback to Domino’s.
• Publics aware of the negative publicity.
• Latent, pizza loving publics, who are unaware or have never tried

Domino’s.

Reputation Management

Goal: Improve the company’s image with its customers and potential customers.

• Objective (Awareness):

○ To have an effect on the awareness of latent publics,

specifically to increase their knowledge of the new pizza recipe by 23% by the end of the fourth quarter of 2010.

• Objective (Acceptance):

○ To have an effect on the acceptance of latent publics,

specifically to increase their acceptance of an improved Domino’s.

Strategies & Tactics

• Strategy:

○ Publicity. ○ Spokespeople.

• Tactics:

○ Advertising Media: Primetime TV placements. ■ NFL Playoffs, Series Premiers, American Idol. ■ Drove Traffic to pizzaturnaround.com webpage (Pizza turnaround, 2011, pg. 465). ○ News Media. ■ Generate media impressions on CNN, Colbert Report, Oprah, etc. ○ Company Faces. ■ CEO- Patrick Doyle, Head Pizza Chef- Brandon Solano.

Task Management

Goal: Increase public support for Domino’s Pizza.

• Objective (Action):
• To increase pizza sales among active and aware

publics by 22% by the end of the the 4th quarter 2010.

Strategies & Tactics

• Strategy:
• Adjust the organization’s performance to include changes in

the pizza recipe.

• Dominos embraced a new culture within the company.
• Tactics:
• Organizational Media (Internal Publics).
• Changes within the company.
• Advertising Media.
• Emphasising improved recipe.

Relationship Management

Goal: To increase reporting communications.

• Objective (Awareness):

To have an effect on the awareness of latent publics, specifically to increase their knowledge of the new pizza recipe by 23% by the end of the fourth quarter of 2010.

• Objective (Acceptance):

To generate a positive perception of Domino’s improved pizzas with the aware publics by 35 percent by the end of 2010.

Strategies & Tactics

• Strategy:
• Use social media to generate audience engagement between

the company and its publics.

• Tactics:
• Promote audience participation via Facebook and Twitter.
• Nurture relationships with former focus group participants.
• Videos like this shared on social media.(1:22-1:47)
• Live Twitter feed to pizzaturnaround.com
• Transparency

Evaluation

• Same store sales rose 14.3% over the previous year
• DMZ stock rose 44% in the first month.
• 75% increase between Q1 2009 to Q1 2010.
• Earned over 2 billion free media impressions as of 2011
• Spent $1,000,000 less on advertising than the year prior.
• Q2 2010- Brand tracking study:
• “10% lift in taste perception”
• “45% increase in top of mind awareness,”
• (Pizza turnaround, 2011, pg. 465).
• 2011: CEO Patrick Doyle named CEO of the Year by CNBC.

References

About Domino’s Pizza (2013). History. Retrieved from http://dominosbiz.com/Biz-Public-EN/Site+Content/Secondary/About+Dominos/History/ Alfs, L. (2013, November, 1). Company of the year award: Domino's Pizza. In Mlive. Retrieved April 14, 2014, http://www.mlive.com/business/ann-arbor/index.ssf/2013/11/dominos_pizza_wins_company_of.html Campos, A. (2013). The Motely Fool. Why Domino's Spent Millions to Fix Its Pizza. Retrieved April 15, 2014, from http://www.fool.com/investing/general/2013/11/20/why-dominos-spent-millions-to-fix-its-pizza.aspx Gasparro, A. (2013). Wall Street Journal . Domino's 4th Quarter Profit Up 22% On Higher Pizza Sales. Retrieved April 15, 2014, from http://online.wsj.com/article/BT-CO-20130228-707859.html Gianatasio, D. (2010, ). AD Week. Domino's floors focus group with big reveal . Retrieved April 15, 2014, from http://www.adweek.com/adfreak/dominos-floors-focus-group-big-reveal-12030 Gregory, S. (2009, April 18). Domino's YouTube Crisis: 5 Ways to Fight Back. Time. Retrieved , from http://content.time.com/time/nation/article/0,8599,1892389,00.html Murphy, C. (2010). CBS Money Watch. Domino's New Recipe -- Only 50 Years Overdue. Retrieved April 15, 2014, from http://www.cbsnews.com/news/dominos-new-recipe-only-50-years-overdue/

References

Oches, S. (2010). QSR Magazine. The Many Acts of Domino's Pizza. Retrieved April 15, 2014, from http://www.qsrmagazine.com/menu-innovations/many-acts-domino-s-pizza Oh Yes We Did. (2009, December 21). Retrieved from http://pizzaturnaround.com/2010/02/our-new-hand-tossed-pepperoni-pizza-sausage-pizza-and-extra-cheese-pizza-beat-the- taste-of-papa-john%E2%80%99s-in-a-national-taste-test/index.html Pizza Turnaround: Speed Kills. Good Taste Counts. (2011). Journal of Advertising Research, 51(3), 461-474. Retrieved from http://eds.a.ebscohost.com.ezproxy.lib.usf.edu/eds/pdfviewer/pdfviewer?sid=645ec122-f9b2-4e64-b978- 0cc43ea978d0@sessonmgr4001&vid=3&hid=4208 The Pizza Marketplace.(2009). Domino's launches 'Oh Yes We Did' viral campaign. Retrieved April 15, 2014, from http://www.pizzamarketplace.com/article/96623/Domino-s-launches-Oh-Yes-We-Did-viral-campaign Vaughan, P. (2009, December 28). How dominos is using customer feedback and social media outreach to reinvent its brand. Retrieved from http://blog.hubspot.com/blog/tabid/6307/bid/5426/How-Dominos-is-Using-Customer-Feedback-and- Social-Media-Outreach-to-Reinvent-Its-Brand.aspx