November 2004

Cover Story: Delivery Man
President and Chief Executive Officer David Brandon is determined to drive Domino's Pizza's top-line growth and combat steadily declining same-store-sales increases. The company is focusing on quality and innovative products to boost its volumes and image in a slow-growth and brutally competitive segment. Since Brandon's tenure, Domino's has increased systemwide sales by $800 million, built 1,200 stores and increased market share every year.
By David Farkas

Storyboard: Modern Latin
Loosely translated as "go get it," llégale! is a Spanish phrase used in Pizza Patron's latest ad campaign to court Hispanics and craft the chain into a national brand. The new spots feature young Latinos in a variety of everyday situations in which the idea of llégale! comes into play such as at soccer practice and at a party. While the company says it's hard to pinpoint the brand-building spots' direct impact on sales, it estimates that systemwide sales will double to $6 million this year.
By Margaret Littman

Restauratour: Selling the Sizzle
Customers visiting the new Sizzler in Antioch, Calif., see a lot more than they're used to. The new open and contemporary look features a gleaming display kitchen, expanded entryway, golden-hued walls, stainless-steel sconces and ledge rock. According to Sizzler, weekly sales of $60,000 are "double expectations" since the remodel. About half the restaurants in the Sizzler system have adopted at least some elements of the new design.
By Lisa Bertagnoli

Toque Of The Town: Mexican Ambassador
Pepe Lopez, executive chef and vice president of research and development for Long Beach, Calif.-based El Torito, is bringing authenticity to the 68-unit chain with dishes from Mexican regions such as Sonora, Baja, Oaxaca and Michoacan. Showcasing unfamiliar ingredients and indigenous techniques, the authentic dishes have increased traffic and guest satisfaction scores—crucial as the chain gears up for growth beyond the West Coast in 2005.
By Monica Rogers

The Learning Organization: Swapping Stories
Building on the theme “Excellence in Execution,” Chain Leader Live featured operators and experts discussing their successful execution strategies. The lively, interactive sessions included the challenges of new chain contenders, successful marketing campaigns, design trends, menu development and growth strategies from veteran operators.
By Maya Norris

Human Assets: School of Rock
Hard Rock Cafe created a modest revenue stream by inviting professionals outside the company to attend its Rock 101 management-development program and other training programs. While the dollars generated through these activities help the training department, it also leaves a positive impression about Hard Rock’s brand and culture both inside and outside the organization.
By Donna Hood Crecca

Editorial: Conquer Complacency

The Bernstein Perspective: Turbulence Ahead