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Article: Marketing malaise hurts Domino's; After a hot streak in '02, dearth of new ideas hamstrings its IPO.(News)
- Article from:
- Advertising Age
- Article date:
- August 9, 2004
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: KATE MACARTHUR
Domino's appears to be a victim of its own marketing success.
When Chairman-CEO David Brandon rang the opening bell at the New York Stock Exchange on July 13, the country's No. 2 pizza chain was seen as a potentially tasty initial public offering. But its stock has barely managed to hold near $13, a full dollar below the opening price. Wall Street observers and company executives blame a volatile restaurant industry, a weak IPO market, bad timing and low-carb mania. The chain's unspectacular debut, however, is as much the fault of marketing malaise that resulted in fewer new products, a failure to stay ahead of new menu trends and ...