Of all the entrepreneurs, paper millionaires and media moguls
revelling in the birth of the digital age, it is hard to believe anyone
is enjoying themselves quite as much as Chris Moore, 40, marketing
director of Domino’s Pizza.
’The whole thing is all ’fire, ready, aim’ and I love it,’ he
As unlikely as it might have seemed only two years ago, Moore and his
pizza delivery company - perhaps best known for its fleet of wobbly
mopeds - have become British new media pioneers.
’We approached Sky when it launched digital TV and said we wanted to be
the first company on their interactive service. We signed the deal
almost immediately and had a system in all 95 stores inside of seven
Deals with digital operators Open, Telewest and Cable & Wireless
Moore is zealous about having a presence on all the new media channels
and being first. ’You can’t measure the value of being first. We are
getting experience, customer awareness and plain good deals from media
providers because we are moving quickly.’
Domino’s web-based pizza ordering service is the only one of its kind in
the UK and Moore has spent much of the past few weeks signing WAP mobile
phone deals that will see the company’s web site address programmed into
phones prior to them leaving the stores.
The new economy is also throwing up business opportunities beyond
Last month, Domino’s signed a deal to deliver computer games - and a
pizza, of course - on behalf of computer game retailer Gameplay.
Announcement of the deal led to a host of approaches from third-party
companies and Moore admits that such logistics -based transactions could
change the nature of his business: ’It was a breakthrough for us but
pizza is still what we are about - for the time being at least.’
It is a sense of urgency, which parallels the new economy, as much as
business opportunities, that stir Moore - ’I can’t stand working and not
seeing results.’ Patience is not one of his virtues, a trait he blames
on a Latin business background and attitude that belies his very English
Born and raised in Bath, Moore left England at the age of 17 to live
with his parents in Rio de Janeiro, where his father, an engineer, was
teaching the local Navy to use British weapons systems.
After a crash course in Portuguese, Moore’s career stuttered between
passing flings as a restaurateur - ’I got out when the local Mafia told
me it was the business or my knee caps’ - and a rock promoter - ’Lost
all my money on the first show’.
His fast food break came in 1981 when he joined McCann-Erickson Brazil
to work on the McDonald’s account. ’At that time in Brazil, businesses
weren’t thinking long-term. Inflation was running at 1000%, so the
important thing, even for a company such as McDonald’s, was to get money
in and get it into the bank.
’We would do whole ad campaigns, conception to TV, in two weeks. Client
meetings were smoky, caffeine-fuelled and full of arguments - but work
got done. That is how I learned to do business and I still can’t stand
doing deals over months.’
Thirteen years after leaving Rio to return to the UK, Moore’s links to
Brazil are as strong as ever. He has a Brazilian wife with whom he has
three young kids and he holidays in Rio at least once a year. ’I
returned to Britain in 1987 with McCanns under the notion that London
was the centre of the advertising universe. That was my first mistake,’
he laments. ’My second was moving to Lintas in 1989 to work on Unilever.
I was there for a year and I think we did one poster. The pace drove me
Frustrated, Moore leapt at a job offer from Domino’s Pizza UK, where he
was appointed European marketing manager of the infant delivery
’When I first joined, we were very much a local pizza brand. Over time,
we built outlets and planned our regional strategies, but in the end we
made the jump from local to national brand fairly seamlessly,’ he
This leap is firmly attributed to ad agency Booth Lockett Makin, which
in 1998 engineered Domino’s massively successful sponsorship of The
Simpsons on Sky.
’Our brand awareness went from 65% to 81% in one year. We weren’t
advertising, so we know exactly what to blame,’ he says.
The success of the sponsorship freed Moore from brand-building duties
and let him pursue the new media opportunities that now dominate
As Steve Booth, managing partner at Booth Lockett Makin, says: ’Moore
has an eye for the future and an appreciation for new economy
opportunities far ahead of any other client.’
Moore himself is just having a ball: ’There is a real buzz - it’s
business just the way I like it.’
1981-1984: Account director, Caio Domingues (Brazil)
1984-1987: Account director, McDonald’s, McCann-Erickson Brazil
1987-1989: Account director, Esso, McCann-Erickson London
1989-1990: Senior account director, Unilever, Lintas
1990-1998: Marketing manager, Domino’s Pizza UK
1998-present: Marketing director, Domino’s Pizza UK.