Top pizza chain’s recipe confession pays off
ANN ARBOR, Mich. – Revamped pizza and a frank advertising campaign helped Domino’s Pizza Inc. more than double its fourth-quarter profit as curious customers tried out its new recipe, the delivery chain said Tuesday.
Executives have said that the chain decided to start overhauling its recipes more than 18 months ago after mounting criticism from focus groups and on social media sites.
And it boldly admitted in a series of documentary-style spots that under its old recipe, customers complained its crust tasted like cardboard and its sauce was reminiscent of ketchup.
Read more: Domino’s Pizza Q4 profit more than double as consumers try new recipes
