- March
Posted By : Thomas Gilmore
Can Innovation Really Drive Sales?

Domino’s Sees Profits Grow from New Recipe

By now we’ve all seen all the commercials and maybe even tried the new pizza recipe. Frank comments from focus groups prompted Ann Arbor based Domino’s Pizza to go all in with innovation, change their recipe and shout from the roof-tops that they were lost, but now are found. Certainly a bold marketing move, but also one of self-awareness and responsibility.

Domino’s looked into the mirror, didn’t like what they saw, and decided to do something about it.

According to the number of self-help books purchased each year, there must be room for individuals to change, but what about brands? Can every brand take the necessary steps to innovate and truly change? Can change be gradual or does a brand need to slap itself in the face and let the world know its intentions are real and not just for show?

It took courage for Domino’s to go down this path—especially during an economic downturn. While many brands are looking for ways to cut costs and focus on maintaining share, Domino’s bet big. From the looks of it, the bet has paid off. Only time will tell if it will continue to do so.

Detroit News: Domino’s profit more than doubles on new recipes

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