Inside Domino’s quest to revive sales with ‘emergency pizza’

Emergency Pizza was promoted as a backup for life's downers. (Image: Supplied)

Mon, 30 Sep 2024

By Heather HaddonDomino’s Pizza needed a hit. Sales at the biggest pizza chain in the US had lost their pandemic-driven momentum, and a string of weak quarters sent its shares lower. The company’s marketers debated a range of strategies, including offering a free pizza to every American, an idea the finance team nixed.What eventually emerged was “Emergency Pizza”, a deal that rewarded US members of the company’s loyalty programme a one-time free pizza to claim within 30 days after making a single purchase.That...

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