Monday, March 8, 2010

Dominos gets a bigger slice

Back in January, I wrote a post about Domino's new campaign and the daring strategy of dissing their old product while introducing their new pizza recipe. A lot of pundits were wondering if that was so smart. Smart or not, it appears to be working.

Since instituting the new recipe and promotion, Domino's sales are up $40 million, over 8%. Their profit for the period more than doubled, proving that fortune favors the bold.

It's early in the campaign, but those are significant results, showing that consumers are at least trying the new pie. They question is, do they like the new recipe enough to come back for more? If not, this campaign will prove another truth: nothing kills a bad product faster than a good advertising.

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