Domino’s Pizza has hired its first marketer devoted to promoting the chain as a lunch option, luring The Coffee Club marketing manager Jessica Spee to the role.
The appointment of Spee as lunch marketing manager follows the pizza chain’s launch of its first lunch product, Oven Baked Sandwiches, in December.
Domino’s chief marketing officer Allan Collins explained: “From the success we’ve seen here we know it’s an area of the business which can grow for us, hence the addition of a lunch marketing manager.
“Domino’s is constantly looking at new products for all areas of our menu including lunch,” he said. “We know people don’t necessarily want pizza at lunch, which is why we introduced pasta, salads and oven baked sandwiches.”
Spree’s arrival takes Domino’s marketing team to 11 staff.
The decision to tackle the lunch market was announced late last year [AdNews.com.au, 4 December 2009] with a $2 million launch campaign. Its core target audience is 18 to 30-year-old workers who can’t get out of the office for lunch.
Spee joined The Coffee Club in May 2007 and has 10 years experience in marketing for hospitality and entertainment brands. She has also worked at Suncorp, McDonald’s UK, Tabcorp and Keno.
Collins said Spee’s appointment won’t affect its agency roster, which includes The Campaign Palace on creative and Mitchell & Partners Brisbane on media.
Domino’s spent $10.0 million on main media advertising in 2009, on par with its 2008 spend, according to Nielsen.
Helen Schuller
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