Pizza Chain's Marketing Ploy Works Like A Charm

The great self-loathing-filled reinvention of the Domino’s Pizza recipe was big business for the Michigan-based purveyor of cheese and dough, with sales up 18.4% (to $381.1 million) and same-store sales up 14.3% in the first quarter of 2010. Domino’s head pizza-tosser Thomas Doyle said that “all of it” was pretty much the result of the revamp and its attendant advertising blitz. Three months from now, expect to see similar smiley-faced proclamations from the Yum! Brands camp.