DMP, just what is happening?, page-225

@ralom

The strategy being implemented is to increase prices indirectly via bringing out new ranges of higher-priced premium products which allows DMP to offset the higher cost of inputs such as energy, wheat, cheese and meat but still make the customer feel as though they are getting value (which is the companies key USP). The Don refers to this as a “More for More” strategy (which also promotes up-sizing meal offerings to enable the company to retrieve the cost of rising ingredient input costs and energy prices). Very clever imho. These new “Premium Costs pizzas” are only $3.45 more expensive and apparently proving to be popular.