Domino's seeks to boost Brazilian presence

Rio de Janeiro-based agency Factual Comunicacao has announced it will take over Domino's Pizza PR in Brazil.

Factual provides media relations services to Brazilian fast food company Spoleto, which in January was handed management of Domino's Brazil operation by Mexico's Alsea Group.

According to Factual's executive partner Lucia Rego, the company has a strong relationship with Spoleto. "Factual has provided services to Spoleto since the company's creation in 1999. They are happy with our work and decided to put us in charge of Domino's," Rego told PR Week.

Factual and Rio de Janeiro advertising agency Mar Design were brought on board in June after a period of restructuring, which included a re-design of Domino's Pizza shops.

The Spoleto deal is an attempt to boost Domino's Brazilian performance. The pizza chain, which is headquartered in Rio and has 27 franchises in six states, has been operating in the country for seven years. But Alsea, which manages Domino's, Burger King and Starbucks in Mexico, was reported to have been disappointed by Domino's progress in Brazil. In just six years, Spoleto has managed to build a local network of 111 Italian franchise restaurants.

Rego will co-ordinate the team in charge of the account, working directly with Domino's Brazil marketing manager Antonio Moreira Leite.

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