Then he upped the ante with “hundreds of $800 Rolexes.” In the early days of what is now known as the Rolex Challenge, turning in $20,000 in sales one week at Domino’s would get you a Rolex. A franchisee asked what he had to do to get that watch from me, and I told him, ‘Turn in a twenty-thousand-dollar sales week.’ He did it.”Īfter that, Managhan began giving away Seikos to top earners. In his 1986 autobiography, Pizza Tiger, Monaghan wrote, “I wore a Bulova with our Domino’s logo on its face. Other exercises in horological employee rewards? The Coca-Cola and Winn-Dixie dials.ĭomino’s began incentivizing its franchisees with Rolex in 1977 when Domino’s Pizza founder and CEO Tom Monaghan gave a high-earning franchise owner the watch off his wrist. So how did one of the world’s foremost watchmakers end up producing a watch for the official pizza of laser-tag parties? Look on any number of online vintage watch dealers and you’ll see them pop up from time to time: Domino’s Rolexes. I wonder how Baldwin’s character would feel about a Rolex Air-King - the 34mm dateless three-hander that, until being discontinued in 2014 (and subsequently revived at a large diameter), was Rolex’s entry-level watch - loudly branded with the familiar red-and-white logo of the world’s second-largest pizza chain. Baldwin’s particular model of Rolex is nicknamed the “ President,” for God’s sake. A character who defines himself so much by his wealth would wear the one brand that is universally synonymous with status, power and success. Of course Baldwin’s venomous “motivational” diatribe would include a gold Rolex. I made $970,000 last year…that’s who I am.” He waves his gold Rolex DayDate in front of Ed Harris’s face before setting it down on his desk. “You see this watch?” a smug, young and skinny Alec Baldwin asks during his “ Always Be Closing” speech at the beginning of Glengarry Glen Ross. It added depth to the brand and name by infusing a concept into the fold.Welcome to Watches You Should Know, a column highlighting little-known watches with interesting backstories and unexpected influence. The Dominos Logo design did what design communication is supposed to do. He needed a name quick and he needed one that sounded like the old name and whilst the name Domino’s wasn’t relavant to the consumer, it held relevance for his business strategy and created a brand history of sorts. The naming of the brand may have been a careless and rushed solution but Tom’s decision to name it Domino’s was a strategic one. The previous owner disallowed the use of the original name DomiNicks for his new store so on a whim after a suggestion from one of his delivery guys, Tom re-named the company to Domino’s Pizza. Tom’s first pizza joint was an already trading pizza place called DomiNicks and after Tom took over he expanding his pizza business from 1 to 3 stores within 5 years. The name is not an ideology or symbolic of anything to do with pizza, lifestyle or it’s customers. The owner Tom Monoghan didn’t name the business after himself, he didn’t use a “what it says on the tin” strategy and neither did he get conceptual about the business name. Domino’s is a company that defied the rules of brand naming and logo design.
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