
Domino’s Pizza, founded in 1960 by Tom Monaghan, saw its birth as a small pizza store in Ypsilanti, Michigan. Some 50 years later, Domino’s Pizza now stands as the second-largest pizza chain in the United States, laying claim over 9,000 corporate and franchised stores in all 50 U.S. states and markets across the world. For most of us, we’ve grown up with the brand, so it’s doubtful we often think twice about the brand…the people behind it, their creative process, the corporate culture, and the mass production of an individual product like a pizza. What better way to get behind the scenes than to jump in head first and check out their corporate head quarters in Ann Arbor, MI and one of their nearby production facilities? That’s exactly what we did.
Within the past year, Domino’s has taken some considerable risk in overhauling their core product…their pizza. The new recipe was coupled with some rather interesting and commendable marketing tactics consisting of bringing the brand’s taste problems and critiques to the forefront, voicing complaints about their “bland” tasting pizza of yester-year and subsequently responded with this brand new recipe. Results were reportedly fabulous, as Domino’s new recipe led the company into consecutive quarters of positive growth. During our visit, we got to learn more about their upcoming initiatives, some new products and technologies, as well as become a direct part of their goal of brand transparency into the future.
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