The pizza market is one of the most ferociously fought in the Australian marketplace, where prices can change on an hourly basis and new pizza styles are developed daily. At Domino’s, more than 470 stores across the country report sales to head office every 30 seconds—what Domino’s chief marketing officer Allan Collins has dubbed ”Store Wars”—allowing marketing strategies to be tailored instantly. Bad marketing disappears faster than a slice of pizza at a party. The pizza chain runs under the guidance of the evangelical chief executive and managing director Don Meij, the self-styled ”chief enthusiasm officer”.
Last year, the company reported a 44 per cent lift in sales with its total slice of the pizza market worth $518.9m. Revenue lifted 33 per cent. Meij has predicted net profit after tax next year will rise by between 25 and 30 per cent. Under Meij and Collins, the brand has dumped its long-standing positioning of ”I’ve got the hots for what’s in the box with the dots” for the new line ”The Domino’s Effect”, unveiled to franchisees and shareholders a few weeks ago. Collins says there are three key elements to the success of the company — marketing, logistics and taste. The Australian, December 3.
