Come From Behind Victory

Domino's Pizza president and CEO will keynote Multi-Unit Franchising Conference

By now everyone is familiar with the Domino's Pizza "turnaround" campaign that's been all over the airwaves. The brand created a high profile marketing campaign that addressed negative consumer attitudes about its pizza by embracing the criticism and showing consumers that the brand was listening. The project has been an overwhelming success for the 9,000-store chain and president and CEO J. Patrick Doyle will offer an insider's look at the campaign from soup to nuts when he keynotes the 2011 Multi-Unit Franchising Conference in Las Vegas April 27-29.

Doyle is only the third person to hold the CEO title in Domino's storied history. He was groomed for the top position during years of leading several key departments within the organization. He's had wide-ranging experience serving as president, executive vice president, and senior vice president of marketing. He stepped into the role of CEO in March of 2010.

Domino's has had a long history of providing great service and value, says Doyle, but not always recognized for great pizza. He says changing this perception was the force behind the efforts to re-launch with a great pizza and talk honestly about it in the brand's marketing efforts. So Domino's ads began talking about the dough, crust, cheese, and sauce.

But beyond traditional marketing channels, the brand has also relied on social media to spread the message and measure feedback. The turnaround campaign has been hard to miss over the past 14 months. It's gotten people's attention, changed perceptions, and helped to reenergize the brand. Doyle's keynote should be a great inside look at Domino's and how a storied brand has gotten its mojo back.

Doyle is scheduled to give the keynote address at 2:00 p.m. Wednesday during the 2011 Multi-Unit Franchising Conference, which takes place April 27-29 at The Venetian in Las Vegas. The annual conference is organized by Multi-Unit Franchisee Magazine, and the 2011 theme is, "What's Next. Plan Tomorrow Today."

For full conference details, please visit www.mufranchisee.com/2011