Domino's Pizza: Franchiseurship
Brief
Raise awareness of franchising as a successful business model and help Domino's lead a debate about franchising on a national level.
SolutionWe created a Government facing discussion paper to explore the role of franchising within Enterprise Britain. Working with Professor Simon Parker of Durham University, we created the concept of 'franchiseurship' - exploring the role of franchising in boosting the economy and national enterprise culture. To give our story added news value we commissioned research examining the reasons why people choose not to open their own business and explored their understanding of franchising as a concept. 'Franchiseurship' was subsequently circulated to all relevant Government officials, the business community and media.
ResultLaunched to coincide with National Franchise Week the campaign was successful in drawing media and stakeholder attention to the issue of franchising and its role in the broader economy. The campaign achieved (among others) two pieces of national coverage in the Sunday Times and Daily Telegraph and several pieces of regional coverage, targeted where Domino’s has a franchise recruitment requirement.