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to paper coupons in the next few years, there is one area where mobile is the clear winner: speed. If a pizzeria operator needs to boost business on a rainy day or to move a slow-selling item, he or she can design and issue a mobile coupon to participants in the shop’s loyalty program in a matter of minutes. In addition, quick-response codes placed on posters or in newspaper and magazine advertisements can be a convenient way to sign up new customers. 22 leapfrogpos.com Artisan Crusts From 2006-2011, 800 new food items were labeled “artisan.” Domino’s pushed the term into the mainstream in 2011 with the launch of its Artisan Pizza Line, including Tuscan salami and roasted veggie, Italian sausage and pepper trio, spinach and feta and chicken and bacon carbonara. Smaller chains have added artisan offerings to their menus as well, including Mazzio’s rustic Italian artisan pizza and Round Table Pizza’s Prosciutto Artisan pizza. Cause Marketing 23 Cause marketing refers to a type of marketing where a business partners with a non-profit organization or other charitable or social cause. Dallas-based Boston's Restaurant & Sports Bar, for example, raised nearly $56,000 to benefit St. Jude Children's Research Hospital through the sale of specialty menu items and paper Valentines. Figaro’s Pizza awarded 141 grants totalling nearly $20,000 through its “Helping Education with Love and Pizza” charity. According to Chicago-based sponsorship research firm IEG, cause marketing has grown 16 percent over the past four years, to $1.68 billion in 2011 from $1.44 billion in 2007. 24 Non-traditional Toppings Upscale pizzerias have long offered unusual pizza toppings, but lately larger players are getting into the act. Although cheese and pepperoni still rule as the most popular pizza toppings, according to Technomic, companies are adding non-traditional ingredients to their offerings in an effort to boost sales. New Orleans-based Reginelli’s offers a pizza topped with shrimp and pesto sauce, and Garlic Jim’s offers pizza topped with roasted garlic, black beans or almond slivers. Even Domino’s has added a range of non-traditional toppings, including spinach, feta cheese, bacon carbonara and a mixture of Alfredo and marinara sauce. 25 Food Trucks As more cities ease restrictions on food trucks, the number of meals being served on wheels is rapidly increasing. The 2010 National Restaurant Association show featured a food truck pavilion for the first time and participation doubled in 2011. Best-in-class examples include Streetza, which is ranked as one of the nation’s top food trucks, and the Big Green Truck Pizza, a New Haven, Conn. catering company that delivers a party on wheels using antique trucks and wood-fired Mugnaini ovens. Fueled by the popularity of food trucks, more mobile pizza ovens are entering the marketplace, making it easier for brands to take it to the streets. 30
leapfrogpos.com J. Patrick Doyle CEO, Domino’s Pizza Few can deny that J. Patrick Doyle, CEO of Domino’s Pizza, has driven the chain’s dramatic turnaround, and his mantle is full to prove it – earning CNBC’s “Berbie” for best CEO of 2011 and being named to Zeta Interactive's "most buzzed about" list as one of the mosttalked-about CEOs of the year. Under Doyle’s leadership, the company has embraced creativity and innovation, and has developed a close relationship with its fans. These initiatives have paid off, as the company's total debt has been reduced by $200 million since the end of 2007, and its stock prices year-to-date are up 110 percent. Even though he’s steering the ship, however, Doyle has continuously deflected credit. TOP PEOPLE "It's not about me. If you really think about what drove this (turnaround), it started from innovation from the marketing department and ad agency," he said in an interview with CNBC. "The most important thing was our franchisees and store managers executing. If they aren't executing, I'm on the other (worst CEOs) list." When asked what 2012 holds in store for the company, Doyle said Domino's will continue to listen to its customers and drive innovation in both product launches and technology. 31
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