4. The Assignment
With companies like Pizza Hut and Papa John’s offering fast delivery at low
prices, this is no longer a point of differentiation for Domino’s. Consumers are
instead becoming more focused on a company’s transparency and the
origins of their food.
We are advertising to rebuild trust with these consumers.
This campaign should stimulate trial by stressing the quality and taste of the
new recipe.
6. We love you for…
Making the kids happy and dinner easy
We know you for…
Thirty-minute delivery
We order you for…
Babysitter damage control
We remember you for…
Sunday night pizza, watching Wonder Years with the family
We kept coming back for…
Coupons and convenience
7. The Obstacle
Consumers have lost touch
with what the Domino’sbrand
stands for
10. Current Pizza Culture
• Category is segmented by:
– Delivery pizza - Frozen pizza - Gourmet pizza
• Category is characterized by:
– The “Big Four” – Domino’s, Pizza Hut, Papa John’s, Little Caesar's
– Convenient & value conscious meal options
– Heavy coupon use
– Dinner emphasis
• Attributes of category leaders:
– Delivery franchises
– Expanding product lines
– Embracing the “three screens”
– Recession proof
• Usually advertise in traditional media
• The top 50 pizza chains control %49.02 of sales
and own %41 of the countries 67,554 pizzerias
Source: PMQ Pizza Magazine, Pizza Power Report 2009
11. Why We Buy
The main influencers that decide whether or not a consumer will
patronize your establishment are price (68%), proximity (66%) and
coupons (55%)
Independent pizzerias are growing in popularity among consumers,
with 54% reporting that they prefer an independent over a chain
Consumers report that 45% of restaurant pizza orders are for carryout,
36 % are for delivery and 20% are for dine-in
46% of consumers report that coupons or promotions influence where
they decide to purchase their pizza, while 37% say that loyalty or
rewards programs would encourage them to patronize a specific
pizza concept more often
65% say that they typically order pizza for dinner. Just 11% of
consumers report that they are most likely to order pizza for lunch,
suggesting room for growth of pizza in the lunch category
Source: PMQ Pizza Magazine, Pizza Power Report 2009
12. The Competition
COMPANY BACKGROUND PRODUCTS WEBSITE COMPANY SOCIAL
EMPHASIS MEDIA
Pizza
Pasta
• Founded in 1958.
Wings
• A subsidiary of Yum! Brands,
Sides & Desserts • Menu focused
Inc.
Pizza Rollers • Homepage directs to deals Pricing
• Largest take-out and delivery
P’zones tab
pizza restaurant chain in the
Breadsticks • Emphasizes online ordering
United States
Cheese Sticks • Links to all social media
• 34,001 restaurants in 100
Cinnamon Sticks
countries.
Chocolate
• Named, “America’s Favorite
Dunkers
Pizza.”
Catering
• Founded in 1983 Pizza
• Third largest take-out and Sides
delivery pizza restaurant chain Breadsticks •Focuses on featured products
in the United States Cheese sticks and Papa John Schnatter. Quality ingredients
• 3,300 restaurants in all 50 Parmesan •Emphasizes online ordering,
states and 30 countries. breadsticks menu and special offers.
• "Better Ingredients. Better Chicken strips • Links to social media.
Pizza." Wings
• Official Pizza Sponsor of NFL Deserts
and Super Bowl Catering
COMPANY BACKGROUND PRODUCTS WEBSITE COMPANY SOCIAL
EMPHASIS MEDIA
• Founded in 1960 Pizza
• Headquartered in Ann Arbor, MI Pasta oven-baked •Product focused
• Second-largest pizza chain in the Sandwiches • One click deal navigation
???
United States. Wings •Pizza Tracker tab
• 9,000 corporate and franchised Salads • Showcases collaboration with
stores in 60 international markets. Breadsticks Cheesesticks St. Jude
• Known for 30-minute delivery Deserts • Links to social media
guarantee.
15. 2009 Pizza Hut Landscape
Pizza Hut holds the top spot with 7,564 locations, slightly up from last
year’s 7,466, and accounting for 11.2% of all pizzerias in the U.S.
Pizza Hut captured 14.46% of all U.S. pizza sales
Source: PMQ Pizza Magazine, Pizza Power Report 2009
16. 2009 Papa John’s Landscape
Papa John’s signed a deal to be the official sponsor of the NFL and the
next three Super Bowls, is on the verge of $2 billion in online ordering sales
and brought Papa John Schnatter to America’s doorstep
Papa John’s captured 5.55% of U.S. pizza sales
Source: PMQ Pizza Magazine, Pizza Power Report 2009
18. Family Feeders The Domino’s Consumer
Moms
Age 27 - 45
Middle to Lower Income
Married With Children
Employed Full or Part Time
19. Family Feeders Lifestyle
Shop Eat
Family
Media
Activities
Source: Mintel Market Reports, Marketing To Moms – US Feb 2009
20. Family Feeders Values
Family Feeders aren’t health freaks but they are conscious about what
they’re feeding their kids. They find a balance between quality and
convenience to avoid feeling guilty about what they put on the table.
Having Fun Convenience Quality Honesty
Enjoying both Bringing some Want to feel good Look for brands
family fun and an ease to their jam about what they that they can
adult social life. packed schedules. feed their kids. depend on
and trust.
21. Family Feeders On Food
• Moms are busy
– 71% are part of the workforce
– The majority of working moms are still the primary caretaker
– Cookingdinner is not always an option
• Moms care about their kids’ nutrition
– Nutrition is one of the top three traits in a good mother (according to
her peers)
– Lower income moms hold themselves to a higher standard of
mothering
• Purchase Decisions
– Moms consider familiarity first, followed by their child’s request and
recommendations from family and friends
Moms need to know the brand. Kids need to love it
Source: Mintel Market Reports, Marketing to Moms – US, Feb 2009
22. Family Feeders On Pizza
• Children drive pizza usage
• Takeout is the most popular segment, and still growing
– Recession - take-out saves money over delivery
– However, the option and the speed of delivery are still very highly
ranked for importance
– Those with children are far more likely to have had pizza delivered in
the last month
• Important factors overall: price, convenience, pizza variety, and
speed of service
• Most important to families: convenience and quality ingredients
Source: Mintel Market Reports, Pizza Restaurants – US, Feb 2009
23. Family Feeders Influencers
Factors in Moms' Purchase Decisions
TV Shows and Ads
Magazines and newspapers
Information on the Internet
Factors
Recommendation from other moms
Recommendation from family and friends
Child's request
If it is a brand you are familiar with
0% 10% 20% 30% 40% 50% 60% 70% 80%
Importance
26. Family FeedersThe Harsh Truth
[ Domino’s is flavorless and forgettable ]
“It might get there in 30 minutes… but you’re not
going to want to eat it once it gets there.”Saul, 34
“Domino’s crust tastes like cardboard and
their sauce tastes like ketchup.Honestly, you
couldn’t pay me to eat it.” Sharon, 42
27. Family FeedersThe Harsh Truth
[Domino’s is anything but fresh]
“I’d prefer not to feed my kids something that
tastes like it came out of a Sysco truck.
Their ingredients are processed and mass
produced.”Bill, 37
“Domino’s tastes like it came out of a
microwave, not an oven.” Diane, 34
28. Family FeedersThe Harsh Truth
[I’m trying to eat healthier and feed my kids better foods]
“I’d rather order Papa John’s because I know their
ingredients matterto them.” –Adrienne, 49
“I’m not going to feed my kids all organic, but
Domino’s for dinner makes me feel like a
bad parent.” – Carlos, 41
29. Shifts in Culture Meet The Maker
We know Domino’s is far from organic, but the brand can still
capitalize on the organic movement by showing who is behind
the food. Consumers want to associate the brand with a face. It
feels secure, real, and gives them someone they can trust.
30. Shifts in Culture Meet The Maker
• People want to know where their food is coming from
– Increase in buying local and organic
• The importance of organic is growing
– Organic claims on kids’ menus jumped from 13% to 31% from 2008
to 2009
• Increase in widespread distrust of mass production
− Documentaries: Food Inc., Supersize Me, Fast Food Nation
− Media has increased consumer’s knowledge about origins of food,
mistreatment of animals, etc.
• Consumers respond well to transparency
− Facilitatesa human connection
− Associating a face witha corporation givesthe consumer an
individual who can be held responsible
− Builds trust and security with consumers
Source: Mintel Market Reports, American Families & Dining Out, Quick Serve Feb 2009
31. Shifts in Culture Meet The Maker
Implications for Domino’s
• Domino’s isn’t organic, and neither are its consumers
– Lower income families care about nutrition but can’t afford organic
– Maintain affordability while offering quality ingredients
• Associate a face with the Domino’s brand
– Consumers lost trust with Domino’s employees after publicized
kitchen misconduct
– With the huge overhaul, introducing a face of the brand gives the
recipe credibility
– Give Domino’s a face that is caring, credible, and passionate
Source: Mintel Market Reports, American Families & Dining Out, Quick Serve Feb 2009
32. Shifts in Culture The Fast Food Mindset
Consumer’s don’t want to feel disconnected with what they
eat. Weary of what urbanization, industrialization, and
globalization has done to our food, consumers are no longer
looking for fast and easy. Instead, they’re looking
for simple and prepared.
33. Shifts in Culture The Fast Food Mindset
• Increase in childhood obesity
– National Survey conducted by Kaiser Permanente from 2003-2007
said 37% of children are overweight, 19.4% are obese, and 6.4% are
extremely obese
– Social causes of obesity in children
• Families spending less time eating meals together
• More than half eat meals together 5 times a week, but 34% eat together
only 1-3 times a week
• Fast and Easy vs. Simple and Prepared
– Quick Serve Restaurants are trending towards the quality of Fast Casual
Restaurants
Source: Mintel Market Reports, American Families & Dining Out, Quick Serve Feb 2009
34. Shifts in Culture The Fast Food Mindset
Implications for Domino’s
• Domino’s needs to lose the fast food association
– Opportunity to capitalize on consumers’ heightened levels of quality
and ingredient awareness
– “The recession may have caused consumers to eat out less
frequently, spend less while eating out, and trade down, but that
does not mean that they want cheap… what consumers really want
is value for their dollar.”
– Target took a financial hit, and therefore, are more demanding for
quality at a low price
• Domino’s needs to create a meal for mom and her kids
– Increased perception of quality would encourage moms to sit down
with their kids for a family dinner
– Pizza has always been kid friendly, Domino’s needs to make it mom
friendly
Source: Mintel Market Reports, American Families & Dining Out, Quick Serve Feb 2009
35. Shifts in Culture The Conversation
Consumers connect with everything online, so why not food?
Domino’s has already mastered the online ordering system which
is heavily weighted in consumer convenience. However,
consumers are looking for a two-way, interactive experience to
feel more connected with their food.
36. Shifts in Culture The Conversation
• Moms’ purchase decisions stem fromtheir familiarity with the
brand and they’re getting familiar through the web
– Moms who use social media regularly increased from 11% in 2006 to
63% in 2009
– 70% connect with friends and family through social networking
– Increasingly see social media as a way to connect with companies
• Moms consult other moms
– 23 million mommy-bloggers
– 96% of moms value recommendations from mommy-bloggers
• This communication is holding corporations to a new standard of
honesty
– Being involved in social media gives the company more control over
the conversation
Source: Mintel Market Reports, Marketing to Moms-US, Feb 2009; Public Relations Tactics Mom Bloggers
37. Shifts in Culture The Conversation
Implications for Domino’s
• Domino’s needs to be part of the conversation
– Online presence
– Listen to criticism
• Domino’s needs to be their own consumer - someone who loves
their pizza but is also their toughest critic
• Needs to rebuild trust and create positive online communication
• Domino’s needs transparency
39. Key Takeaways &Direction
• Domino’s needs to listen consumer criticism and
consumers need to know they were heard
• Bring the brand back to pizza and what goes into it
– Goes beyond ingredients to include efforts, commitment to the
brand, and passion of Domino’s pizza
• Domino’s needs to open up a two-way conversation with
their consumers
• Emphasize the magnitude of changing the original recipe
after 50 years
TAKE OWNERSHIP AND
WIN THEM BACK
40.
41. Voice |Visuals
Emeril + President Patrick Doyle Kitchen + Staff + Ingredients
Tone is humble yet confident, wholesome,
honest, excited
42. Pop Culture References
• Food Inc., Fast Food Nation, Supersize Me…with a happy
ending
• Food Network - freshness, real ingredients, stainless-steel chef’s
kitchen + seeing inside
• Intervention
43.
44.
45.
46.
47.
48. Rationale
• Transparency and ownership conveyed through documentary
– “Mom friendly” media
• Moms like to share - give them a format they can share with other
moms online through blogs,Facebook, etc.
• Banners drive traffic to the documentary with movie poster
inspiration – “Watch now”
• Quality ingredients and passion shown best through TV efforts
• Affordability and convenience still conveyed through emails
and banners
