It was a year ago that Domino's was struggling to find a game-changig strategy to get them out of a cycle of flat sales, and store closings.
With a public acknowledgement that a new pizza recipe was desparately needed, and a self-deprecating rebranding campaign, Domino's has seen a major turnaround--just in time to celebrate 50 years in business.
Domino's differentiated itself by re-vamping its recipe to make the pizza taste better, and built a better relationship with consumers by acknowledging it's negative perceptions, and proving that it had changed its ways.
The result? Domino's generated a record 14.3 percent jump in same-store sales for the first quarter,and maintained the momentum during the next two quarters, which saw same-store sales rise 8.8 percent and 11.7 percent, respectively.
Congratulations Domino's and happy anniversary.
Source: Detroit News
Here's a Domino's produced video on how they made the turnaround happen: