Poor perceptions and waning sales were sinking Domino’s. They came to Kelton to help with a big change—something bold, something unexpected, something that would reinvigorate marketing, energize customers, and get people to consider Domino’s again…for the first time. We eagerly took on the challenge and partnered with Domino’s to play a role in their now-famous Pizza Turnaround, combining a deep understanding of evolving consumer desires with an action plan to get the brand cooking once again.
Our team conducted:
The Pizza Turnaround campaign is widely regarded as the most successful comeback in quick-service restaurant history, resulting in 43 percent year-on-year growth. Since then, Domino’s has retained Kelton to conduct research and provide insights on a wide range of challenges and opportunities, including developing a retail strategy and launching lunch and carryout offerings, ensuring Domino’s remains ahead of the curve.