A host of competitors had copied Domino’s marketing model over the years so when our dominance of the category waned, we decided to change the game.
We conducted numerous econometric studies exploring big strategic issues for Domino's around communications, local vs national, performance marketing and pricing. It's given us the evidence to make a strategic shift in communications and marketing over the last four years.
Our resulting Greatness strategy orientated new products, promotions and communications around targeted family times, instead of the traditional promotional and impulse driven approach.
The result is the most successful three year period since Domino’s entered the UK with sales, profit and share price all nearly doubling as a result of our strategy.
Domino’s Pizza Group system sales and underlying profit before tax, 2012 – 2016. http://investors.dominos.co.uk/investors/5-year-financial-summary