Dominos Pizza Delivering the Gift of Time
Dominos cleverly suggests that when you place an order you're not just getting a pizza but also 30 minutes back in your day.
When Dominos Pizza (DPZ) went public in 2004, it already operated 7,400 units across the world. Since then it has expanded by nearly 1000 stores, brings in over $1.5 billion in revenue, and has enjoyed a 14.7% rise in sales for 2007.
For the 9th year in a row, Entrepreneur Magazine listed it a top 10 franchise opportunity. And while the pizza certainly keeps customers and investors coming back, it's Dominos persistent emphasis on fast delivery that sets it apart from competitors.
Most notably, Dominos resurrected the rhetoric of its famous 30 minute delivery "promise" that defined the company's message over a decade ago. Back then, if your pizza was late, you'd get your money back. Unfortunately, the pressure to deliver resulted in car accidents and law suits, so it made sense when Dominos swept the campaign under the rug. But now it's back-although without that pesky guarantee.
This time around, Dominos cleverly suggests that when you place an order you're not just getting a pizza (or Breadsticks, Cinna Stix, Buffalo Wings, or Oreo Pizza), you're also getting 30 minutes back in your day. Free free-time! And according to the financial numbers, the new ads seem to be working. As Hoofy and Boo find out, it's convenience, and not necessarily a piping hot deep-dish, that keeps Dominos Pizza's phones ringing.
In this week's World in Review episode, Hoofy and Boo talk about what they would do with an extra thirty minutes in their days.
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