Looking ahead, Wall Street analysts expect Domino's and other national pizza chains, including Papa John's, to take market share away from smaller chains and independent players, in part by using their bigger advertising budgets and more sophisticated online ordering platforms.
Doyle, who has been CEO of Domino's since 2010, recently spoke with The Associated Press about the company's prospects at home and abroad:
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Q: Domino's launched an ad campaign in late 2009 to address the negative perceptions about the taste of its pizza. Do you think the image still needs work?
A: I think there is room for improvement, but clearly people's impressions of Domino's have improved.
We built a brand for 50 years that was around the convenience of delivery. Nobody loved the food. There are a lot of people who tried it in the past, didn't love it and haven't tried it again.
It takes time to work through that. So I think absolutely there's still opportunity to change people's minds about the brand.
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Q: What prompted Domino's to acknowledge its taste problem so openly?
A: Marketing 101 says you always talk about your point of differentiation. For us, that was delivery.
So we just kept hammering away at delivery as the point of differentiation. And there just came a point when it stopped working. In 2006, 2007 and 2008, our sales were negative in the U.S. I think we finally stepped back and realized there is no conflict between delivering a pizza quickly and consistently and having it taste great.
Q: Tell us about the new "pizza theater" store design that you're in the process of rolling out.
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A: When you walk into the stores, the kitchen is going to be open, the walls are going to be gone and you're going to be able to watch the process of your pizza or somebody else's pizza being made.
We realized customers want to see the food. They want to see how it's being prepared. The fact that we're starting from a fresh dough ball is powerful for the consumer.
Even if it's only once or twice that they're coming to the store and seeing it, now they've got a mental image of how that pizza's being made. That stays with them.
Q: Why has Domino's performed so well overseas?
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A: The wonderful thing about pizza is that it adapts incredibly easily to different tastes. The bread, the sauce and the cheese works fundamentally everywhere. Then we top it differently around the world.
So in Asia there's a reasonable amount of seafood and fish that's on the pizzas. In Latin America it looks a lot more like it does in the U.S. In France, the four cheese pizza is incredible.
It's the great thing about pizza - it's actually very easy to adapt to local taste profiles.