Domino's Pizza: Pizza Turnaround

In late 2009, the pizza category was in decline and the nation’s three largest pizza companies were struggling.

Domino's Pizza: Pizza Turnaround

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

A Struggling Business in a Declining Industry

In late 2009, the pizza category was in decline and the nation's three largest pizza companies were struggling. While overall U.S. fast-food had grown 6.4% from 2002 to 2007, pizza sales had risen only 2.5% during that period. Squeezed between healthier and fresher dining options on one side and less expensive burger and sandwich players on the other, pizza had fallen out of favor with American consumers. Papa John's predicted 2010 U.S. franchised same-store sales would be flat to down 1%. Pizza Hut expected...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands