New Domino's Exec Wants To Deliver - Ken Calwell - Brief Article

Brandweek, July 2, 2001 by Kathleen Sampey, Bob Sperber

Domino's new marketing chief Ken Calwell hopes to build strong relationships with executive teams and franchisees; get a "fact-based understanding" of which products work and which don't; and, "create a pipeline of growth initiatives against customer-research findings."

Calwell will join Domino's on July 16 as evp-build the brand from Wendy's, where he was vp of new product marketing, research and testing. (A Wendy's rep said Calwell will not be replaced there.) At Domino's, Calwell replaces Cheryl Bachelder, who went to KFC last December.

A 10-year Pepsi vet, Calwell has a track record of delivering new initiatives. While at Wendy's for the last three years, he developed the "garden sensations" line of salads now in five U.S. test markets. He also devised a new menu strategy that he said would match consumer tastes over the next 5-10 years, but declined to elaborate on the menu plan.

Calwell said that, in his first week, he will likely meet with executives at Deutsch, which has held the estimated $100 million Domino's account since 1999.

"I think the 'Get the door, it's Domino's' [campaign] is a step in the right direction," Calwell said when asked to assess the chain's current advertising. The campaign broke in March and replaced the "Bad Andy. Good Pizza" campaign that featured the mischievous monkey puppet.

Calwell said that the emphasis on Domino's delivery service is a more effective positioning for the brand in an economy that finds consumers "stressed and [in] need [of] convenience."