ANN ARBOR, Mich., Feb. 27, 2014 /PRNewswire/ --Domino's Pizza
(NYSE: DPZ) has finalized a renewal agreement with its national
agency of record, CP+B, through 2016 - establishing what will
be a nearly decade-long partnership that has seen the recognized
world leader in pizza delivery through an extraordinary era in
its 53-year history.
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The partnership began in 2008, and while early campaigns -
such as "oven baking" a competitor's cease and desist letter, as
well as heading to Washington to
offer consumers a "Big Taste Bailout" - got Domino's moving in
the right direction, it was 2010's landmark "Pizza Turnaround" that
marked the beginning of a true brand transformation.
Changing the recipe of its core hand tossed pizza after 50 years
in business was step one for Domino's, but the key was introducing
it with a message that broke the rules of traditional brand
advertising. What resulted has since become a case study in making
honest, transparent and accountable connections with
consumers - not to mention, tremendous sales growth and
unprecedented results.
"Both Domino's and CP+B take a great deal of pride in being a
part of one of the more memorable turnarounds in the history of
quick service restaurants," said Russell
Weiner, Domino's Pizza chief marketing officer. "But beyond
just the turnaround itself, the thing that has impressed us the
most about working with CP+B is the way we have found ways to
sustain both our strong results and consistent messages in the four
years since."
Additional projects CP+B has led during its time with Domino's
include the launch of Handmade Pan Pizza; the ability to follow the
pizza-making action in a Salt Lake
City store via 'Domino's Live'; helping Domino's design a
purpose-built delivery vehicle through a unique approach of seeking
open source, community-driven design submissions; and more
recently, demonstrating how some of the most productive, creative
thought is often #PoweredByPizza.
"CP+B is much more than just a group making great commercials –
they are a true strategic partner for our brand, and have
unquestionably earned this opportunity," said Weiner. "I
cannot wait to see what the next two years bring as this
partnership continues."
During the partnership, Domino's has experienced four
consecutive years of positive same store sales growth, and was the
first company to earn back-to-back "Chain of the Year" awards from
Pizza Today, the leading publication of the pizza industry. Since
the launch of online ordering in 2008, and helped by innovations
such as Pizza Builder and Domino's Tracker
®, Domino's now generates 40 percent of sales in
the U.S. from its digital channels.
About Domino's Pizza®
Founded in 1960, Domino's Pizza is the recognized world leader
in pizza delivery, with a significant business in carryout pizza.
It ranks among the world's top public restaurant brands with its
global enterprise of more than 10,800 stores in over 70
international markets. Domino's had global retail sales of over
$8.0 billion in 2013, comprised of
nearly $3.8 billion in the U.S. and
over $4.2 billion internationally. In
the fourth quarter of 2013, Domino's had global retail sales of
over $2.5 billion, comprised of over
$1.1 billion in the U.S. and nearly
$1.4 billion internationally. Its
system is made up of franchise owner-operators who accounted for
over 96% of the Domino's Pizza stores as of the fourth quarter of
2013. The emphasis on technology innovation has helped Domino's
reach an estimated $3 billion
annually in global digital sales. Domino's generated
approximately 40% of sales in the U.S. from its digital channels in
2013, helped by the introduction of ordering apps for
iPhone®, Android™, Windows Phone
8® and Kindle Fire™. Domino's ordering apps
now cover nearly 95% of the U.S. smartphone market. Continuing its
focus on menu enhancement, Domino's established itself as a player
in the pan pizza market with the launch of its Handmade Pan Pizza,
featuring fresh, never-frozen dough, in October 2012.
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SOURCE Domino's Pizza