02 PM | 21 Aug



Despite being one of the most recognizable brands in America, between 2006 and 2008 Domino’s Pizza was in crisis. When current Chief Marketing Officer Russell Weiner arrived in Ann Arbor, Michigan, in October 2008, he inherited a brand with plummeting sales and a less than stellar image thanks in large part to a lackluster product. A month after he joined the company from Pepsi, Domino’s stock price hit a record low–$2.83 a share in November 2008. Today, it’s up around $72 a share.

What Weiner and agency CP+B did in the intervening years was no less than a complete reinvention. Starting with a very public admission that its pizza sucked, the company undertook a much-discussed revamping of the menu and its ingredients. Just as important, was how the brand got the new product to its customers. Through its pizza tracker and builder tools, the company made online ordering a cornerstone of its business.

And it’s an ongoing process. The brand recently launched its newest iPad app, featuring a 3-D pizza builder, joining successful tools and initiatives like Pizza Tracker, Pizza Hero and customer pizza profiles, as the latest example of how the company is using digital utility and user experience as the basis of its marketing efforts.

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