Expertise at Lifesavers Has Domino's Effect

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When Cheryl Bachelder arrived at Domino's Pizza as VP-marketing & product development in May 1995, her work was cut out for her. She was Domino's fourth marketing chief in six years.

The company was still mending from a severe sales slump in the early '90s. And observers both within and outside the company called the company's image stale and disjointed.

Under the supervision of Ms. Bachelder, who had brand management stints with Gillette Co., Procter & Gamble Co. and, most recently, RJR Nabisco, where she headed LifeSavers, Domino's brand image has regained focus and energy.

She also exercised her influence last month when Domino's parted with Grey Advertising, New York, which had held the $75 million account since 1991. A review is expected to yield a new agency by spring.

Extensive consumer research dictated Ms. Bachelder's $150 million re-imaging scheme. The most serious findings concerned quality perception.

"We're almost saddled with our delivery image: That it's convenient, but not necessarily the best-tasting. Our goal is to say you can have both," Ms. Bachelder says.

Domino's countered with more menu-focused marketing and new product rollouts, including Roma Herb and Garlic Crunch crusts. Also included were redesigned logos, store signage and uniforms.

"Our signage and store locations are very much a part of our advertising," she says.

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