DOMINO’S DFA – LAS VEGAS 2008 Calendar/Strategic Planning Within your Budget

DOMINO’S DFA – LAS VEGAS 2008 Why Plan? In Mack’ stores we run 9% total advertising… = $2.88 Million If you want to guess…go for it…

DOMINO’S DFA – LAS VEGAS 2008 Why Plan? Reason #2 - Integration

DOMINO’S DFA – LAS VEGAS 2008 Step One: Build Your Plan in Relation to Promotions

DOMINO’S DFA – LAS VEGAS 2008

Build the plan and work backwards to the budget… -Fill in dates, sponsorships, print purchases, niche marketing, -Establish a real sales projection -Make it work with vendors: long term commitments, lower pricing, etc. Get the plan you want!

DOMINO’S DFA – LAS VEGAS 2008 Advertising Structure National Co-Op Local

DOMINO’S DFA – LAS VEGAS 2008 Advertising Structure Local Advertising: 1. Promotional Support A. Mailing B. Doorhangers/Boxtops C. Sampling D. Local media (non-co-op) support 2. Niche Marketing A. Database 1. Lapsed Customers 2. Service Issues 3. Specific Customers – Ticket, etc B. Schools C. Apartments

DOMINO’S DFA – LAS VEGAS 2008 Advertising Structure Local Advertising: 3. Sponsorships A. Professional B. Collegiate 4. Community A. Donations B. Fundraising C. Board Service

DOMINO’S DFA – LAS VEGAS 2008 TRAPS! 1.Not Knowing Your Market A.Just Because you live there doesn’t mean you know it B.The population you see may not be the largest population C.Would you target you 2.Un even community support spending A.Determine Community Support by market size B.Don’t do it the same way as everyone else C.Use your time and product, not advertising dollars D.Get the team involved E.Don’t regulate it to only what you like

DOMINO’S DFA – LAS VEGAS 2008 Results First several years I was with the company we had yearly increases in the 1-3% range Was first full year of integration and new budget approach: 12% Sales Increase 17% Order Increase Under Budget $70K 2006 had a 5% sales increase 2007 had a 1% sales increase 2008….not so good

DOMINO’S DFA – LAS VEGAS 2008 Does it have anything to do with process? Why the sales loss over the last year? -Massive competitive intrusion in high volume areas 76% of lost sales from 20% of stores -Non-pizza competition -Competitive situations in small address markets -York, SC 4800 addresses, has PH, PJ’s in 2 weeks, Sales from $18K to $13K -Lake Wylie, SC 4200 addresses, has PH & PJ and hardest demo to reach -Indian Trail, NC 9800 addresses, LC & PJ’s within four months of each other, despite big pushes drop from $20K to $11K -Loss of 555 -Over discounting

DOMINO’S DFA – LAS VEGAS 2008 Do I change the process? No…refine it. 1.Mass material offers inline with slight edge over competition A. Weekly competitive offer review 2. Store versions for LSM print determined by demographics A. Price Sensitivity B. Number per household C. Diversity Skew D. Hispanic Population E. OLO Sensitivity 3. Ease of order A. Value Menu…re-brand it as the menu, no coupons needed B. Restructure phone scripts C. Push more olo

DOMINO’S DFA – LAS VEGAS 2008 What about…? 1.Pricing…why do we seem to have to discount so much or do crazy weeks/deals to get customers moving and not all competitors do? 2.How do I utilize Pulse more effectively? 3.How do I make it easier for customers to order? 4.How do I get to know them better? No guessing!

DOMINO’S DFA – LAS VEGAS 2008 The Future Right now is not business as normal… Economic vomit…expels those who don’t belong The Future is about… Ease of order Giving customers what they are looking for before they even know

DOMINO’S DFA – LAS VEGAS 2008 Contact Damien Carper Domino’s Pizza, Charlotte 9107-F South Tryon Street Charlotte, NC Mobile