In 1960, Tom and James Monaghan borrowed $900 and bought a small, ailing pizza shop on the fringes of the Eastern Michigan State campus. By 1978, Domino's Pizza had expanded into a 200-store enterprise worth $500 million.
During this period of rapid growth, Domino's Pizza set an industry precedent that would prove critical to their success: they guaranteed that if a customer didn't receive his pizza within 30 minutes of placing the order, it'd be free. Domino's executives hired an external marketing firm, Group 243, to promote this new promise. The result? 'The Noid.'
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