As pizza&#x27;s value wars intensify, Domino&#x27;s is rethinking how to deliver value without blending in. CMO Kate Trumbull discusses the brand&#x27;s focus on consistent deals, menu choice and &quot;talk value&quot; promotions like Emergency Pizza and You Tip, We Tip. She also discusses making the brand more &quot;craveable&quot; through a recent rebrand.

Creating value marketing that stands out, with Domino's CMO

Ad Age Marketer's Brief

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**Podcast:** Ad Age Marketer's Brief

## Transcript

This episode is sponsored by Warner Brothers Discovery Advertising. You've probably seen the headlines, and yeah, there's a lot happening at WBD right now. But here's the thing. Change is happening everywhere. Media planning has never been this complicated. More platforms, more data, more pressure to drive results. And that's what WBD delivers. Iconic stories and the audiences who love them, so your brand shows up in the right place, at the right time, with real impact.

Visit adsales.wbd.com to learn more. The value wars in pizza have been building for a while, and now they're intensifying. Domino's Pizza said this week that same-store sales missed expectations as consumer sentiment worsened and competitors rolled out similar deals.

That challenge, making an offer that doesn't look like everyone else's, is what we'll be discussing this week with Domino's CMO Kate Trumbull on the Marketers Brief, our weekly discussion of marketing news and trends that have the industry buzzed in the industry buzzing. Trumbull says that consistent deals, greater menu choice, and storytelling have been key to Domino's efforts to stand out in a crowded value landscape. With promotions like Emergency Pizza and U-Tip, we-tip, generating not just sales, but also talk value.

We'll also discuss other marketing challenges, including a high-stakes rebrand. I'm John Springer, senior reporter at AdAge. Before I get into my discussion with Kate, I want to call your attention to a new awards program. AdAge mid-sized brand leaders honor senior in-house marketing leaders making a difference at mid-market brands, typically companies with $50 million to $1 billion in annual revenue. Does this sound like you or anyone you know? Find out more, including how to enter at adage.com slash mid-sized leaders.

Kate Trumbull, welcome to the Marketer's Brief podcast. Hi, John. It's great to be here. Thanks for having me. Well, thanks for joining. Is it right to characterize the pizza business as in a value war going on right now? Yeah, I would tell you that pizza business, the QSR business, we're seeing so much value out in the marketplace. I think we know consumer sentiment is challenged and at a low point, and brands are really trying to meet consumers where they are.

But then again, what really is value? I think it's really only value if consumers say it is. I think a lot of brands try to chase it, try to have limited time offers or offer deals on things that maybe people don't want. You know, our approach has really been around, you know, not only giving the best price value for our consumers, but giving them exactly what they want and the ability to have the most delicious products on our menu for the best deal.

And you've seen our best deal ever work, which does just that, right? Doesn't matter if you love stuffed crust or you love New York style. If you want three toppings, five toppings, we're giving people ...

Creating value marketing that stands out, with Domino's CMO

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Creating value marketing that stands out, with Domino's CMO

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.