Name any quick-serve giant, and a signature dish with a time-honored formula comes to mind. From McDonald’s Big Mac to Arby’s Roast Beef Sandwich, such historic menu items have defined brands for decades, catapulting both sales and brand awareness.
Since its 1960 founding, Domino’s Pizza relied on a pizza formula that delivered millions of customers and an unmistakable national presence. In December, however, the Ann Arbor, Michigan–based pizzeria announced it was dropping its 50-year-old pizza recipe and starting a new.
“We want to be the preferred pizza-delivery company for everyone, and there were places where consumers were telling us we could make the pizza better,” says Russell Weiner, Domino’s chief marketing officer. Read more.