Russell J. Weiner is Leader Advertising Officer for Domino’s Pizza. Previously Pepsi’s Vice President of Advertising, Colas, Weiner has been named one in every of Brandweek’s Best 10 Entrepreneurs of the Subsequent Era. Domino’s has 5,047 U.S.-based shops and three,726 global places. The corporate’s enlargement in recent times has come in a foreign country, whilst home shops have struggled.
PT: Are you able to examine and distinction what it’s love to paintings for Domino’s and Pepsi?
RW: They’re very other. Whilst you paintings for an organization with numerous manufacturers as opposed to an organization that’s singularly enthusiastic about one logo … the whole lot we do after we get up each and every unmarried day is focal point on Domino’s Pizza. However there truly are numerous similarities when you take into consideration it. The family penetration of soda may be very prime, and the family penetration of pizza may be very prime. In some way, each and every corporate makes its industry seeking to insulate losses in positive spaces of the industry and seeking to develop in others. I believe 2009 can be an excellent 12 months for Domino’s.
PT: What attracted you to Domino’s?
RW: Domino’s is among the few QSR manufacturers that’s an actual thrilling logo. I imagine myself a logo man. I am getting actual enthusiastic about the manufacturers I paintings on. There’s one thing in regards to the Domino’s logo and the 49 years it’s been round. I’m coming into a logo with a wealthy historical past and that’s lucky sufficient to paintings with one of the most premier advert businesses.
PT: You’ve almost certainly appeared again at Domino’s previous advertising efforts, each excellent and dangerous. Fudgems wasn’t a prime level. What measures will you are taking to verify one thing like that isn’t repeated in your watch?
RW: We’re going to be very data-focused right here. We’re now not going to position out a nasty product — and I’m now not pronouncing it used to be a nasty product; I wasn’t right here then — as a result of we received’t release a product if the information doesn’t make stronger it. I’m an actual stickler with regards to analysis. We’re going to deal with the whole lot going ahead as although this can be a everlasting menu product.
PT: You most likely can’t expose any product launches this present day, however is there anything else you assume goes to do in particular neatly that you’ll be able to speak about?
RW: I think assured the whole lot we’re going to do in 2009 goes to do neatly. We’re doing probably the most similar form of pondering that used to be accomplished in the back of sandwiches … incremental pieces to power gross sales.
PT: Do you engage with franchisees a lot to get their enter on promoting projects?
RW: The most productive a part of my task is speaking with the franchisees. I think like I’ve the very best task. I’m within the company atmosphere, however each day I communicate to a small- or medium- sized industry proprietor. I’m an emotional man, and I truly experience chatting with the franchisees about their companies and listening to what they suspect will paintings. I won’t all the time be in agreement as them, however I by no means disagree with them as a result of we’re all companions on this in combination. In the event that they don’t do neatly, we don’t do neatly. If we don’t do neatly, they don’t do neatly.
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