Domino's Pizza has handed a six-figure corporate PR account to
Lexis Public Relations as part of a drive to improve communication of
its brand strength to potential franchisees and investors.
Lexis was appointed by the AIM-listed fast-food firm on the back of a
consumer project last year, which saw the agency launch the pizza
chain's Heatwave delivery service.
Although other agencies were considered, no others were invited to pitch
formally. It is the first time the firm has outsourced its corporate PR
work.
Lexis will work alongside retained financial PR agency Buchanan
Communications, and Weber Shandwick Worldwide, which is tasked with
consumer work on a local and national level.
Lexis corporate PR director Duncan Mackenzie-Reid, who leads the
account, said: 'Our brief is to build credibility for Domino's corporate
brand to support its drive for growth over the next few years through
property acquisition and franchising,' he said.
The campaign will target the financial markets, he added: 'We will be
working closely with Domino's to raise its profile as a good investment
at a time when investors are looking for reliable returns.'
The Lexis team reports to Domino communications manager Bernadette
Eddisford.
Domino's is the leading home-delivery brand in the UK, and floated in
November 1999. Interim results released at the start of July saw the
firm report a 27 per cent increase in operating profit in the UK from
its 228 outlets nationwide.
The firm has enjoyed success with its online retailing ventures,
enabling customers to order food via the internet and through the
interactive service on Sky TV's digital platform.
According to the firm's half-yearly results, Domino's registers monthly
sales in excess of £300,000 through this medium, which is buoyed
by major ad campaigns this year on both digital and terrestrial
channels.
