For its latest cover story, Bloomberg Businessweek digs into the thriving business model of the once-maligned Domino’s Pizza. And for those who don’t subscribe to the print magazine, Bloomberg created a super-sleek online presentation of its Domino’s story. Much like the franchise itself, the online article is full of fancy bells and whistles, like a “choose your background toppings” feature that lets pineapple, pepperoni, or black olives cascade across the screen. But in addition to those visual flairs, Susan Berfield’s article also offers a lot of substance about the rise, fall, and resurrection of Domino’s.
After gaining a reputation during the early 2000s as the worst pizza chain (people in consumer tests liked a pizza less if they knew it was Domino’s rather than just an unbranded pizza), Domino’s went through a major shift in late 2009. The company started airing self-deprecating commercials that openly acknowledged their pizza was shitty and that they were committed to upgrading their product.