Philippe Corbisier journalist at UPI (United Press International) « DOMINO’S PIZZA » COMMUNICATION PLAN ANALYSIS Press marketing

DOMINO’S STORY  1960  Creation  1965  « Domino’s pizza » name  1983  Conquers the world  1989  5,000th store  1995  Establishes in Belgium  1996  Launches its Web site  2000  World’s largest pizza home delivery company  2006  Mastor franchisor  2010  Domino’s Pizza celebrates its 50th anniversary 2

CURRENT SITUATION OF DOMINO’S PIZZA  Who is Domino’s pizza?  An international company  Market leader (n°1 in the world)  Uses the franchise system  Headquarters in Michigan, USA  Pizza restaurant offering three options: Delivery Take away Eat in 3

DOMINO’S PIZZA WORLD MAP « Domino’s Pizza Delivers 8,000th Store », QSR Magazine, January 27, Where Domino’s Pizza operates 4

DOMINO’S SPIRIT Logo from 5

DOMINO’S SPIRIT  It’s a state of mind  Pays attention to our tastes  Tries to give a good quality service  It’s all about being a good neighbour  Pretends to know pretty well their customers  Close relationship  It’s all about quality  The use of the right ingredients  They adapt themselves to suit our tastes  Rigorous quality charter  Fresh products  Staff trained by Domino’s 6

DOMINO’S SPIRIT  It’s about respect  A chain reaction of respect: Respect for what the customer wants Respect for recipes, cooking times, delivery times Respect for their employees  A corporate philosophy Smile and good humour  It’s about social mobility  Career opportunities 7

BRAND IMAGE ISSUE  Origin  Scandal  Rapid spread Power of the social media Tiny incidents  marketing crisis  Causes  Mismanagement of the crisis  High turnover  Delayed reaction  Inadequate resolution  Gap in communication Kristy Lynn Hammonds - Michael Anthony Setzer 8

COMPANY SITUATION ANALYSIS  Crisis impacts  Domino’s reputation damaged  Decrease in sales  Loss of confidence  Epidemic brand image issue International level  Weakened relationship with franchisees  Management strongly criticized 9

BRAND IMAGE CORRECTION  Issue management  Media/press relations Domino’s President respond on Youtube Sets up a Twitter account  Intern communication  New charter 10

BRAND IMAGE CORRECTION 11  New communication campaign  New marketing approach “marketing 101” Surveys and qualitative studies Consumer opinions, feedbacks (TV/Web spots) Social media uses (Facebook, twitter,…) Strong message  New recipe

CAMPAIGN OBJECTIVES  Three main objectives: 1) Create awareness and strengthen relationships with customers New recipe Feedbacks 2) Change attitude and behaviour New customers interest for the new pizzas Winning back old customers 3) Reach the target group years 12

DOMINO’S STRATEGIES  Banner on Youtube’s home page  Includes an embedded 15 second TV spot  Launches Pizzaturnaround Microsite  Includes live feeds, press coverage, videos  #newpizza Twitter feed  Documentary video  Website reordering  Pizza tracker feature  A rebranding  New logo 13

From PIZZA TURNAROUND 14

Rebranding (in USA) From 15

RESULTS  Domino’s sales shot up 14%  US stock prices jump over 50%  Increase of customer satisfaction  A frank image improvement 16

CONCLUSION  Real success in terms of marketing communication  New different approach  « Marketing 101 »  « Take the bad to make it better. » Domino’s CEO, Patrick Doyle  Perfect takeover  Example of PR communication 17

For any others questions, just ask me… 18