Doyle (Domino’s CEO): Domino’s 12 percent sales growth driven by top-in-class marketing messages

Domino’s third quarter 2010 earnings report led with the happy news of almost 12 percent same-store sales growth on the domestic side, the company’s sixth consecutive quarter of positive comps.

The biggest reason for the increase, company CEO Patrick Doyle said, is that the effectiveness of the revamped recipe and “Oh Yes We Did” campaign started late 2009 are now hitting full stride. Indeed, follow-up TV spots seek to capture the same candidness as this initial admittance of sub-par product, and it appears the approach has paid off.

“We’re 10 months into the strategy and it continues to work,” Doyle said on the earnings conference call. “In short, we’re a new Domino’s. … even though we’ve been at this for 10 months, we’re still getting new customers. They continue to call and to try the new pizza. And we’re maintaining strong repeat sales from the bigger base of customers we’ve built up throughout the year.”

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