"Get the Door, it's Domino's"

Category Disruption

How do you get consumers to pay attention to your new pizza products and value deals in the cluttered world of retail fast food? Disruption, disruption and more disruption. At the time, Domino’s was not the category leader and everyone in the QSR world of pizza was doing the same thing, so we zigged while they zagged, and the result was a fresh, new way to stand out in the category and increase market share.