Industry News | June 25, 2013
Domino's Emphasizes Franchisee Success Story
One of the recognized world leaders in pizza delivery has always been a leader in opportunity – something Mauricio “Reece” Arroyave can attest to. He is one of the 90 percent of current Domino’s Pizza franchisees in the U.S. who started as delivery drivers or pizza makers at the store level.
Domino's launched an unprecedented Spanish-language campaign highlighting Arroyave’s story. He began with handing out flyers, taking calls, and making pizzas – and has now reached the height of Domino’s franchise ownership at his ten Chicago-area locations. The television campaign begins today nationwide and is the first story of its kind for Domino’s.
“We are so proud to help tell Reece’s story, which is one that truly defines what Domino’s is all about,” says Patrick Doyle, Domino’s Pizza president and chief executive officer. “He is one of the many who have worked extremely hard, seized opportunity, and are now able to call themselves Domino’s franchise owners.”
Arroyave, who was born in Medellin, Colombia, and raised in Libertyville, Illinois, will make his national television debut when the ad begins.
“Domino’s has delivered, to me and my family, the dream of owning and operating my own business,” says Arroyave. “While it is a thrill to be on national TV and have my story told, I am simply one of the many who have worked very hard to take advantage of the opportunity Domino’s provides.”
The campaign also marks a change in direction for Domino’s Hispanic advertising – which in the past, has mostly focused on promoting offers through scripts and actors, rather than storytelling with real Domino’s people.
“The journey only begins here, because at the end of the day I’m a pizza guy, not a TV star,” says Arroyave. “My job is to continue doing what we do best – making great pizzas; delivering them with exceptional service, day in and day out; and doing what I can to help Domino’s continue to grow in the Chicagoland area.”
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