Domino’s Pizza Defends Campaign

Don Meiji, the big man of Domino’s Pizza, is defending the hype surrounding its latest campaign that promises to revolutionize the pizza industry in Australia. Meiji said its latest line of premium toppings is a revolution even though it costs $8.

The Domino’s Pizza boss also denied that the company has misled its sharemarket when it held an earnings briefing last Feb. 13. Industry pundits are accusing of him of foreshadowing the earnings briefing by announcing the new toppings launch.

Domino’s Pizza shares rose from $9.95 to $11.55 since the earnings briefing and the campaign launch. The increase was at 16 percent.

Shares, however, dropped by some 3.3 percent early Monday when it was revealed that the new premium toppings and its square bases cost $8 each.

Meiji said the company did not mislead the market. He said the new premium pizza is a significant change.