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DOMINO'S PIZZA NAMES LARRY SHEEHAN VP MARKETING & PRODUCT DEVELOPMENT

 ANN ARBOR, Mich., Nov. 23 ~PRNewswire~ -- Domino's Pizza has named Larry Sheehan vice president of marketing and product development.
 Sheehan was asked this spring by Domino's President and CEO Tom Monaghan to serve as Monaghan's personal consultant. Sheehan had been conducting an overall review of the pizza chain's policies and procedures for four months when Mike Raymond, former vice president of marketing, resigned. Monaghan did not hesitate in naming Sheehan to the post on an interim basis, and has now made the appointment permanent.
 "Larry had been consulting with me on product development, menu expansion, advertising and marketing," said Monaghan. "He's got an incredible street-smart type of analytical mind for marketing in the pizza industry. He is truly profit-oriented.
 "His role, really, had been that of vice president of special projects, and the marketing slot became his first special project very suddenly. I've been very pleased with the job he's been doing, and decided to make the appointment permanent."
 Sheehan is no stranger to the pizza industry, having opened his first pizza shop in 1959. He worked nearly 10 years for Little Caesars starting as vice president in January 1970, and later was named executive vice president.
 "Since the company was much smaller then, I was basically responsible for most all facets of the corporation," Sheehan said, "including product development, marketing, advertising, franchising and operations."
 Sheehan added that his most notable contribution while at Little Caesars was the "2-for-1" free pizza concept still in use today as "Pizza, Pizza."
 Sheehan resigned in late 1979 to head his own company, Sheehan Enterprises, Ltd., which operated six of his Little Caesars franchise restaurants in Michigan, and owned and operated a chain of Irish pubs, called O'Sheehan's, in Michigan and Florida. Sheehan sold the Little Caesars stores some time ago. He has also sold some of the O'Sheehan's which specialize in gourmet hamburgers and pizza. His sons are taking over the remaining pubs so he can devote all of his time and attention to Domino's.
 "Tom Monaghan is now very open-minded about the pizza business," said Sheehan. "He believes we need to take a different approach to this business and be willing to change.
 "I'm being asked to create that change and to give the system a 'shot in the arm' -- to make Domino's the dominant pizza figure in the '90s. My top priority is to create an awareness -- an identity -- of Domino's that is unrivaled in the industry."
 Sheehan believes the key to achieving this goal is a heightened perception of Domino's Pizza as the value leader in the mind of the public.
 "Domino's owns the word 'free' -- as in 'Free Delivery' -- and we're going to expand on this 'free' concept," said Sheehan. "We must have the consumer perceive Domino's as the best value. Price alone is not value; quality alone is not value. But when you put price and quality together, that's real value -- that's Domino's value."
 Sheehan said his main priorities are menu expansion through new product development; making sure Domino's is the best tasting pizza; rebuilding Domino's quality image; emphasizing 'free,' hot and fresh, fast 30-minute-guaranteed delivery; making stores carryout friendly; creation of a more aggressive, value-oriented advertising program which ties together national and regional advertising; and in general, developing more profitable, but customer-perceived value promotions.
 "Of the 'Big Three,' I think Domino's has the best opportunity to be No. 1 in the pizza industry over the long haul," said Sheehan.
 He reasoned that Pizza Hut is burdened with the operations and overhead of their red roof restaurants and will have a difficult time separating carryout and delivery, and that Little Caesars is so tied to its discount carryout concept that it can't profitably deliver.
 "Domino's on the other hand, has more than 30 years' expertise in the delivery business, and can build on additional profitable carryout sales," said
Sheehan. "All of those people outside the Domino's Pizza delivery area feel 'disenfranchised.' If we make our stores 'carryout friendly,' and promote the carryout business, our stores could essentially double their market share."
 Sheehan resides in Northville, Mich., with his wife of 38 years, Joan. They have six children and eight grandchildren.
 -0- 11~23~92
 ~NOTE: Larry Sheehan is available for interviews. Call 313-930-3653.
 CONTACT: Mike Jenkins of Domino's Pizza, Inc., 313-930-3653~


CO: Domino's Pizza, Inc. ST: Michigan IN: LEI ADV SU: PER

KE-JG -- DE016 -- 0491 11~23~92 11:48 EST
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Date:Nov 23, 1992
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