Pizza chain Domino’s plans to take on the lunchtime market have suffered a setback after the marketer charged with overseeing the move left the company in late June after just two months in the role.
Domino’s is not planning to replace lunch marketing manager, Jessica Spee, but insists its plans to promote the chain as a lunchtime option are still on track.
Chief marketing officer Allan Collins told AdNews that during Spee’s brief spell with the company, she developed an action plan that will be followed despite her early exit.
“Jess identified a specific action plan. These activities will be implemented by the various people throughout the organisation who can initiate the various action points identified,” he said.
The appointment of Spee as lunch marketing manager [AdNews, 9 April 2010, page 2] followed the launch of a $2 million campaign last year for Domino’s first
lunch product, Oven Baked Sandwiches, [AdNews.com.au, 4 December].
Collins said the new product will continue to be supported through local store marketing and online activity, but it has no plans to back the foray with above-the-line activity.
“We continue to look at ways to innovate our lunch offerings to consumers,” he said.
It is understood Spee, a former
marketing manager at The Coffee Club, is planning to launch her own consulting business.
In the UK, Domino’s is preparing to roll out a social media driven campaign to back the lunchtime sandwich menu, following a soft launch late last year.
Helen Schuller
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