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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