DOMINO ’ S PIZZA CANADA
needs to look at the needs of individual regions and integrate those needs into a strategy that makes sense to the brand overall .
“ It ’ s a brand first and foremost — a promise of consistency ,” says Curran , explaining that any localization still has to take place within what makes sense for Domino ’ s as a unified chain . “ Then there is the localization consumers look for , where there ’ s an interest from consumers that make economic sense both from the
60 March 2015