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Industry: Email Alert RSS FeedDomino's develops new brand strategy
Nation's Restaurant News, April 14, 1997
ANN ARBOR -- Now that it has its pepperoni pies in order and its agency of choice selected, Domino's Pizza is aiming to embark on a new brand strategy under the creative auspices of Minneapolis-based Campbell Mithun Esty.
Having re-established itself in the marketplace as the delivery leader, Domino's realized a gain of about 7.6 percent in same-store sales during 1996. according to Cheryl Bachelder, executive vice president of marketing and product development. "Now is the time to implement a brand strategy going forward," she said regarding the chain's signing of Campbell Mithun Esty.
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"We have clearly been given credit for being the experts at delivery,".she said. "We are now in a position to build more meaning and power into that expertise."
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