Russell J. Weiner is Chief Advertising and marketing Officer for Domino’s Pizza. Previously Pepsi’s Vice President of Advertising and marketing, Colas, Weiner has been named certainly one of Brandweek’s Prime 10 Entrepreneurs of the Subsequent Era. Domino’s has 5,047 U.S.-based shops and three,726 worldwide areas. The corporate’s development lately has come abroad, whereas home shops have struggled.
PT: Are you able to evaluate and distinction what it’s prefer to work for Domino’s and Pepsi?
RW: They’re very completely different. If you work for an organization with plenty of manufacturers versus an organization that’s singularly centered on one model … the whole lot we do once we get up each single day is deal with Domino’s Pizza. However there actually are plenty of similarities if you consider it. The family penetration of soda could be very excessive, and the family penetration of pizza could be very excessive. In a manner, every firm makes its enterprise attempting to insulate losses in sure areas of the enterprise and attempting to develop in others. I feel 2009 will probably be an excellent 12 months for Domino’s.
PT: What attracted you to Domino’s?
RW: Domino’s is without doubt one of the few QSR manufacturers that’s an actual thrilling model. I take into account myself a model man. I get actual excited concerning the manufacturers I work on. There’s one thing concerning the Domino’s model and the 49 years it’s been round. I’m getting right into a model with a wealthy historical past and that’s lucky sufficient to work with one of many premier advert companies.
PT: You’ve in all probability seemed again at Domino’s previous advertising and marketing efforts, each good and unhealthy. Fudgems wasn’t a excessive level. What measures will you’re taking to make sure one thing like that isn’t repeated in your watch?
RW: We’re going to be very data-focused right here. We’re not going to place out a foul product — and I’m not saying it was a foul product; I wasn’t right here then — as a result of we received’t launch a product if the information doesn’t help it. I’m an actual stickler in relation to analysis. We’re going to deal with the whole lot going ahead as if it’s a everlasting menu product.
PT: You in all probability can’t disclose any product launches in the mean time, however is there something you assume goes to do significantly effectively that you would be able to speak about?
RW: I really feel assured the whole lot we’re going to do in 2009 goes to do effectively. We’re doing a number of the similar kind of pondering that was finished behind sandwiches … incremental gadgets to drive gross sales.
PT: Do you work together with franchisees a lot to get their enter on promoting initiatives?
RW: One of the best a part of my job is speaking with the franchisees. I really feel like I’ve the proper job. I’m within the company setting, however day by day I discuss to a small- or medium- sized enterprise proprietor. I’m an emotional man, and I actually get pleasure from speaking to the franchisees about their companies and listening to what they assume will work. I’ll not at all times lend a hand as them, however I by no means disagree with them as a result of we’re all companions on this collectively. In the event that they don’t do effectively, we don’t do effectively. If we don’t do effectively, they don’t do effectively.
