"We're doing something with chicken that no one else is doing," says
J. Patrick Doyle, CEO of Domino's, in a phone interview. "We look at
this as an opportunity to do chicken with a twist."
For the $35 billion pizza industry, it's all about inventing new ways
to grow. Most of the major chains already sell chicken wings. Now, it's
all about pushing the envelope -- but in a way that makes economic
sense. Pizza delivery sales, which got hit hard during the economic
downturn, have recovered nicely. But Millennials are increasingly
demanding new and creative offerings, which is nudging the big pizza
players beyond the edges of the traditional pizza pie.
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