Domino’s Reinvents Their Pizza
Shares of Domino's Pizza, Inc. hit a new record high value in just one month thanks to an aggressive marketing program coinciding with the firm’s 50th Anniversary. Shares jumped from $7.75 up to $ 11.40 thanks in part to a new pizza recipe to go along with the new advertising campaign. The rise in stock price equals a surprising 44% increase in value.
Beginning in mid-December ’09, Domino’s ran documentary-style television advertisements acknowledging customer complaints that Dominio’s pizzas were lacking in taste. The ads announced a new Domino’s recipe featuring bolder sauce, more flavorful cheeses and a crust baked with herbs and garlic. Domino's new pizza campaign and recipe are supported by a new customer satisfaction guarantee as well as an introductory deal featuring two-topping medium pizzas for just $5.99 each. The new pizza recipe has been served at all Domino’s franchises since January 1st of this year. So far, customer reviews have been good, but sales have been great. Domino’s is hoping the combination of new recipe and ad campaign will help the brand out-perform competing pizza delivery chains.
Domino's Pizza, Inc. operates 571 Company-owned stores across the United States. The company also holds over 8,000 franchise stores in more than 55 countries, giving the Dominio’s name high visibility and brand recognition around the world.
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