CHICAGO – Domino’s Pizza has quietly begun rolling out submarine sandwiches in East Coast markets in efforts to broaden its appeal beyond its core pizza delivery franchise. After initial testing in Norfolk, Va., the Ann Arbor, Mich. company has begun expanding a made-to-order sandwiches menu into the Southeast and up the Atlantic corridor, with a gradual national rollout imminent. The menu extension comes part and parcel with the efforts of Larry Sheehan, the company’s national director of marketing and product development, to build upon Domino’s delivery capacity since he took over as marketing chief last fall.
Copyright Adweek L.P. (1993)
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