Domino's Pizza Inc.: "Avoid The Noid" campaign

Daryl Mallett

As a 23-year-old architecture student, Thomas S. Monaghan, along with his brother, purchased a failing restaurant near a college in Ypsilanti, Michigan, in December 1960.

Domino's Pizza Inc.: "Avoid The Noid" campaign

Daryl Mallett

Overview

As a 23-year-old architecture student, Thomas S. Monaghan, along with his brother, purchased a failing restaurant near a college in Ypsilanti, Michigan, in December 1960. Five years later, after having bought out his brother and a second partner, Monaghan took the business in a different direction. He eliminated everything but pizza from the menu, and he eschewed dine-in service entirely, focusing instead first on take-out and then delivery—a move that reversed the restaurant's fortunes and, eventually, revolutionized the pizza industry.

By the end of 1969 Monaghan's business had expanded to...

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