Then we went to various parts of the country and did random sampling that we could then project to the U.S. as a whole. Market data provided by ICE Data Services. Email. We have never seen the kind of reaction, from consumers and media, that we're getting with our new pizza and from our advertising campaign. So direction from the boss, combined with direction from our consumers, made it a no-brainer. So a conversation started to take place about how much we could capitalize on strength while addressing a perceived weakness. 4, and so on. So you have to make sure that all the elements taste great together. The data was important, but the product much more so. In each case, the market research found that the new elements recorded double-digit improvements in terms of purchase intent. So in 2008, Domino execs began to reinvent its pizza… 3 and sauce No. Be in the know. We would make the exact same pizza, and change, say, just the sauce. In 1986, Pillsbury acquired Jeno’s Pizza to broaden its product offerings. Domino's tested dozens of … I did a taste test the other day with a slightly older bag i found in my freezer and a new bag on the same plate. Emphatically yes! When it was invented. Some followed, and some didn’t,” she said. Yes, but the decision was not just based on data. Powered and implemented by FactSet. We put the pizzas in front of them, too. Updated May 29, 2019 Advertisement. The "New Coke" analogy that we've heard isn't quite right. Rose sold Totino’s to Pillsbury®, where it would eventually become part of the General Mills family. The chain, which was founded 50 years ago in Ypsilanti, Michigan, today boasts almost 9,000 stores that deliver more than 1 million pizzas a day. The remarks, conceded a company chef, "hit you right in the heart.". The first task for J.Patrick Doyle, who became the CEO of Domino's in 2010, was to change the company's core pizza recipe. When the data came in, it was compelling, and we put it in front of the leadership team. one woman asked scornfully. I want to taste it.' We dissected our pizza, then reinvented it from the crust up. Since, 1951, when Rose and Jim Totino baked their first pizza, we've been all about serving up quick and fun deliciousness. Family and friends urged this young couple to transform their family’s “Italian Pie” tradition into a business, and on February 7, 1951, Totino’s Pizza restaurant was born. Everyone knew — and there were a lot of analytics behind this — that we got high marks for delivery, convenience, and value. We talked to them, and read their blogs, and this is what they were saying. Copyright © 2020 CBS Interactive Inc. All rights reserved. Once we established a sense of direction, we went back for another round of testing — the five best doughs, for example, and narrowed that down. / MoneyWatch, Domino's Pizza Chief Marketing Officer Russell J. Weiner, "Where's the love?" The two quickly became involved in the community, making pizzas from her mother’s recipe for neighborhood friends. Rose then became Pillsbury’s first female corporate vice president, and worked with Pillsbury scientists to perfect frozen pizza. The results were incredible; the amount of support when we were out there was just remarkable. 1, say, with cheese No. No matter how much we worked on the dough, there is no way to get around the fact that most of it is covered with sauce and cheese. If you were a kid in the '90s or early 2000s, Totino's pizza rolls were at least 30 percent of your diet. Scratching a known and popular product to roll out a new one is risky — as is letting people tell the world just what they thought of the old one. Advertisement. All rights reserved. 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News provided by The Associated Press. Kathee Carter followed. We tried scores of different sauces, cheeses, and doughs, with the idea of improving each of them. Her accomplishments live on in Totino’s products today. Totino's Pizza Rolls are iconic on their own, each cheesy, delicious pizza-flavored bite. © 2020 General Mills. Get the latest breaking news delivered straight to your inbox. Together with tasty, bite-sized Pizza Roll s snacks, they're the best selling hot snack and frozen pizza in America today. The closest thing to that was probably with the crust. 2; cheese No. The positions were different. And we didn't stop there. “Change is hard, and that was hard for some of our customers to accept. So we spent tons of time — about 18 months — and millions of dollars looking at all the options. The restaurant was an instant success. In the beginning, we focused on evaluating each element. First published on January 26, 2010 / 3:00 AM. What we tried to do was tell a true story — not brutal, but the truth. So we realized that the best way to improve the dough was to improve the part that was not covered up. Then we did a road show telling the story to the franchisees and we had them try it as well. A company that began as a family pizza parlor in Minneapolis, MN, now serves over 300 million Crisp Crust Party Pizzas every year. And now? Then we would ask people to taste the two samples, and give us their opinion — was the sauce too thick, too spicy, too sweet, too this, too that? ICE Limitations. Then we brought in different combinations — dough No. The decision dates to early 2008, when we were having our annual strategic planning meeting in Ann Arbor, where the leadership looks five to seven years out. Pizza is a $35 billion industry and Domino's gets a big slice of that — about $1.5 billion. Save Pin FB. Then in the early 90s, we went from 10 slices to eight and made a few small tweaks, but nothing like this has ever been done before. It's sad how Totino's pizza has gone from being my all-time favorite pizza in the 1970's, '80s, and maybe even into the '90s, to being my LEAST favorite from the 2000's on up, or whenever it was that you changed the recipe. In 1993, Jeno’s Pizza Rolls were rebranded as Totino’s® Pizza Rolls®, which are still thriving today as America’s #1 selling hot snack. Well, we have our own chefs and kitchens here in Ann Arbor, but obviously our plan is to sell outside of this building. These were people who had spent a lifetime making pizzas and they were able to taste the difference for themselves. Definitely a shitty recipe change. On average, Totino’s sells one million Party Pizzas every day, and our Pizza Rolls are America’s #1 selling hot snack. These Combination Totino's Pizza Rolls did not, so either they taste like heartburn to begin with, or taste so strong that the stomach acid, it does nothing. Family and friends urged this young couple to transform their family’s “Italian Pie” tradition into a business, and on February 7, 1951, Totino’s Pizza restaurant was born. And we’re just getting started. People are talking about Domino's, and more importantly, they're trying us — many for the first time in a long time. Send Text Message Print. The idea was if we could win back some of those people, that would be a big opportunity. Family members were soon recruited to help meet the demand of the business, which sold up to 500 pies every day. And I knew that, other than my mom, no one would care about "new and improved." Awareness is high; we're being talked about on blogs, in newspapers, on television news shows, and even the late-night entertainment programs. Though there are many places that can serve you pizza these days, few of them are as well known or as distinct as Pizza Hut. More. Legal Statement. At the end of 2009, it rolled out the new and improved pizza, and launched an ad campaign that features consumers ruthlessly bashing its old recipe. Most mouth-watering pie around, bite-sized pizza Roll s snacks, they 're the best way to improve dough. Of that — about $ 1.5 billion franchisees and we put a garlic-butter-herb seasoning on the crust.... Part of the country and did random sampling that we could then to! Midwest over 50 years ago, Totino ’ s recipe for the first time in Decades ' I n't... Best way to prepare pizza crust that was patented by Totino ’ s in is... Data came in, it was compelling, and that was not just based on data retail business place! Who were concerned 1.5 billion that put us over the top execs to... Them, too on in Totino ’ s Hall of Fame for inventing frozen plant... 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