Domino’s Pizza – Forward Franchising

When Franchisees Innovate: Discussing The “Big Mac” Provision

April 5, 2012 Matthew Kreutzer, Las Vegas Franchise Attorney

Domino’s introduces “Bread Bites,” which were created by a franchisee, following in the footsteps of other franchisee creations like the Big Mac. How do franchisors balance encouraging innovation but also, at the same time, protecting and enforcing brand quality and system standards?

The McRib: A Marketing Success Story

October 28, 2011 Matthew Kreutzer, Las Vegas Franchise Attorney

A recent story in Inc. magazine talks about McDonald’s advertising campaign for the McRib sandwich as a good example of great marketing.

More On The Domino’s Turnaround Story…

October 13, 2011 Matthew Kreutzer, Las Vegas Franchise Attorney

There is an interesting new article on Fast Casual.com about the Domino’s Pizza “radical transparency” campaign and its success in turning around the brand — a story that I will continue to follow as the company comes up with new and inventive ways to continue its marketing narrative.

Seeing Red (Envelopes): When Contrition Doesn’t Work

September 21, 2011 Matthew Kreutzer, Las Vegas Franchise Attorney

Those of you who follow me know that I’m a big fan of the “radical transparency” campaign that Domino’s Pizza designed almost two years ago — an advertising initiative that is still going strong, and continues to build customer loyalty, quarter after quarter. One of the key most appealing aspects of the radical transparency approach was the admission by the company that, in the past, its pizza just wasn’t very good. By admitting its mistakes and using that platform to explain why its “new and improved” pizza was better, Domino’s Pizza was able to attract customers who had long-ago given up on the company and its product. Now Netflix is the latest company to jump on the contrition bandwagon.

Domino’s Continues To Innovate

August 3, 2011 Matthew Kreutzer, Las Vegas Franchise Attorney

Domino’s Pizza continues its innovative “radical transparency” marketing campaign by displaying completely unfiltered customer reviews of its product and services on a billboard in Times Square.

Update: Domino’s Marketing “Narrative” Pays Off

May 10, 2010 Matthew Kreutzer, Las Vegas Franchise Attorney

Domino’s reports that its ad campaign — wherein the company introduced its reinvented pizza by admitting that its product taste was not up to snuff — resulted in a 14.3% sales increase during the first quarter 2010.

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