Media: Film, Mobile App

When Domino’s ranked last for their flagship product, pizza, they turned to CP+B for help. Knowing that their product would take time to reinvent, we decided to focus on something Domino’s had always done well – time. This launched the new tagline, “You got 30 minutes” and would end up being the focus for the initial push of work.

Once this theme was established through commercials and a number of innovative apps, Domino’s started to focus on other offerings and new products, like ice cream.

Domino’s went on to totally reinvent itself, becoming the second largest pizza chain in the world with a remarkable increase in their stock price from $8/share to $160/share. One of their key moves was to acknowledge that they weren’t just in the pizza-making business, but in the pizza delivery business, which meant it had to be in the technology business too.