Domino’s Pizza reinvents itself: The story-behind-the-story of the new product launch

Occasionally the launch of a new product makes national headlines. That’s what happened when Domino’s Pizza (NYSE: DPZ) relaunched its flagship product—pizza—with an unconventional publicity blitz. For this article, Senior Contributing Editor Greg Githens interviewed three executives involved in the Domino’s Pizza relaunch for a behind-the-scenes look at how the company reformulated—and then launched—its core product. Along the way, he also discovered how this remarkable project was related to a new product platform. As a result, Domino’s can claim solid business results.