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Dominic's of New York started fielding requests to have Dominic's of New York in other venues. Its best asset quickly became the name - and the good will and quality that surrounds it. The customer knows that Dominic's of New York means quality all the time. Dominic's of New York realized the very things we did instinctively would be the elements that would take Dominic's of New York to that next level.
From that point on, Dominic's of New York broke down everything associated with the name and rewrote the business model. The new model focuses on a given market and all the venues within that market where Dominic's of New York can instill the brand experience to the consumer. Dominic's of New York's ultimate goal is to drive down Main Street USA and think of 20 different ways to bring Dominic's of New York to that town. And because the volume is increased in a given market, it becomes easier to support the brand. It's more efficient, it's more productive, and it can creat a brand overnight.
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