DOMINO ’ S PIZZA CANADA
FDF WORLD has nearly 400 locations across every province in Canada and two territories — but within those provinces and territories there is plenty of room to grow , especially in Quebec .
“ We have a presence in Quebec , but that is an area within the country where we would like to focus on expanding our presence — we think that it ’ s an under-serviced market ,” says Curran . “ Over the next few years we would like to expand our presence into more of the cities in Quebec . Presently , we ’ re in Montreal , Quebec City and some of the suburban areas , but we would like to expand into other parts of Quebec within the next couple of years .”
A native of Quebec , Curran understands that there are key points to successful growth in such regions , and these are points that Domino ’ s Pizza Canada is taking to heart in order to meet its end goal of becoming the pizza of choice for Quebec consumers .
“ Quebec ’ s a phenomenal market with incredible opportunities — but one of the issues that can be a challenge , and that most companies don ’ t spend enough time focusing on , is that if you are going to operate in Quebec you need to operate as a Quebec company ,” he explains . “ You need to have an independent operating base and localize your product .”
But what does effective independent localization mean ? At the heart of it all it ’ s about not taking your consumer base as a monolithic whole — to make an impact , a progressive brand
Michael Curran , President , Domino ’ s Pizza of Canada Ltd .
Jeff Kacmarek , Vice President of Marketing & New Product Development , Domino ’ s Pizza of Canada Ltd .
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