Many of us have seen the new Domino’s® commercials that tell consumers they’ve listened to customer feedback and have reinvented their pizzas. Well, the promised improvements are increasing sales for Domino’s Pizza, Inc., and could help boost slumping cheese prices. The below information was shared at www.cattlenetwork.com.
David Brandon, Domino’s CEO said the company’s efforts to retool and promote its pizzas are paying off, resulting in traffic growth in all four quarters of 2009. The largest increase happened in the fourth quarter, showing momentum moving into 2010.
Increased pizza consumption may help trim excess cheese supplies and provide a lift for dairy producers who are still reeling from the milk price crash. Pizza generates approximately $32.5 billion in annual restaurant and grocery store revenue, and about a quarter of all cheese sold is used to make pizza, according to Dairy Management Inc.
In November, Brandon told Dairy Herd Management that using more cheese was yielding benefits for Domino’s. He said the company’s cheese-enhanced American Legends pizzas account for a double-digit share of the overall pizza sales, and that share is still growing.
“When you talk about a product that achieves double-digit mix in its first year of introduction, that is big,” Brandon told Dairy Herd Management.
What do you think about Domino’s reinvention?
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