Domino’s Pizza – How to Revitalize the Domino’s Brand
Domino is a game of skill and timing. Players set up a line of dominoes in a straight or curved pattern and then flick the first one to start a chain reaction that cascades down the entire row of tiles. In a typical set, each tile bears an arrangement of spots–called “pips”–that correspond to numbers on a die. Traditionally, domino sets are made from bone, silver lip ocean pearl oyster shell (mother of pearl), ivory, or a dark hardwood such as ebony, with contrasting black or white pips inlaid or painted on them. More recently, sets have been made from polymer materials such as resin or plastic.
In the early days, Domino’s success depended on its focus on pizza delivery and placing stores in areas where college students were likely to be located. The company also emphasized hiring young, enthusiastic workers and providing them with opportunities for advancement. It was a model that worked well for many years. But then, in 2004 Domino’s faced some major challenges. Its sales began to slide and the company had accumulated more than $943 million in debt. Clearly, something had to change.
The problem was that Domino’s delivery system was not working as effectively as it should be. The company’s previous CEO, David Brandon, had instituted a series of changes to the business, including new leadership training programs and a system for recruiting employees. But these initiatives were not enough to reverse the company’s decline. By 2004, Domino’s was in danger of going out of business.
Doyle knew that if he wanted to revitalize the Domino’s brand, he needed to address its most serious complaint–the quality of the pizza. To do that, he took a risky approach and launched an advertising campaign that shared comments from focus groups. The ads featured Domino’s customers saying things like “the sauce tastes like ketchup” and “the crust is greasy.”
Those bold moves allowed Domino’s to connect with its core audience in a way that no other fast-food company had done before. It also forced the company to change its business practices and get back on track, so that it could make the most of its biggest strength.
Domino’s now has a strong reputation for delivering pizza quickly and accurately. In addition, it offers an impressive array of food options and is a leader in developing innovative ways to order its products, including texting, using voice assistants, and ordering by emoji.
As a professional domino artist, Lily Hevesh spends hours setting up complex arrangements before filming them for her YouTube channel, Hevesh5. She makes test versions of each section of the installation and then films them in slow motion to ensure they work properly. She’s even made a domino set for Katy Perry’s new album launch.
Hevesh has also learned that starting with small changes is key. She says that it’s important to “keep it simple and consistent.” This is an essential lesson for writers trying to build a habit of writing daily. The more consistent you are with your habits, the more likely they will lead to success. It’s like that old adage: “One good turn deserves another.”
