1. Domino’s: The Pizza Turnaround By Caitlan Fetzer & Michael Rodriguez

2. Changing Cardboard Crust “Domino’s pizza crust, to me, is like cardboard”, “Worst excuse for pizza I ever had”cardboard The change wasn’t prompted by underperformance or lack of market share They wanted to show that they were committed to their customers "We're proving to our customers that we are listening to them by brutally accepting the criticism that's out there.” Patrick Doyle, incoming CEO

3. Advertising the Turnaround New commercials focused on their new and improved tastecommercials Started in early 2010 and has continued to focus on their fresh ingredients and commitment to their customers Their latest marketing campaign is called Behind the PizzaBehindPizza Success? YES! Fourth quarter profits more than doubled from previous year (23.6 million from 11 million) Store sales increased by 3.9% Shares traded at a new 52-week high of $16.63 A restaurant and hotel analyst said that Domino’s resurgence wouldn’t be a one-quarter phenomenon “The new menu and new products are a very impressive effort.”

4. Relation to Class Promotional Mix Advertising New ad campaign with commercials and blogs and websites Personal Selling Personal Costly, but showed they were committed to their customers Sales Promotion 5-5-5 deal Direct Marketing Internet, Direct Mailing Internet Lead to overall re-positioning Before: Discount Now: Bought because it tastes good. Many reviewers said “I just crave it”

5. Questions?/Comments?

6. References Watson, Bruce. "Domino's Pizza Reborn? Risky Campaign, New Recipe Help Boost Sales - DailyFinance." Business News-DailyFinance. Web. 05 Jan. 2011.. New Domino's Pizza - Oh Yes We Did. Web. 05 Jan. 2011.. "Domino's Pizza - Pizza Holdouts." YouTube. Web. 05 Jan. 2011.. Farhi, Paul. "Behind Domino's Mea Culpa Ad Campaign - Washingtonpost.com." Washington Post - Politics, National, World & D.C. Area News and Headlines - Washingtonpost.com. Web. 05 Jan. 2011.. http://popsop.com/41409 http://www.benzinga.com/press-releases/11/01/c753833/dominos-pizza-52-week-high-recently- eclipsed-dpz