ChipsAway specialises in providing high quality repairs within a matter of hours and claims its prices are “a fraction of the cost” of its competitors.
Auld says he wants to build the brand’s profile in the UK. “The timing is absolutely right for ChipsAway. Those who know the brand rate it extremely highly, with 85% stating that they would use ChipsAway again and recommend it to others.
“We will be applying the same key marketing principles to ChipsAway as at Domino’s, namely reaching out to consumers, implementing effective communications and delivering return on investment to franchisees, which will enable us to grow and advance the brand.”
Auld says he will now spend time “looking at where and how budgets are spent, measuring return and maximising benefit. The rest is down to continual evolution and improvement.”
ChipsAway operates vehicle based franchises as well as CarCare Centres. Auld says he will look to recruit franchisees committed to significant growth and development of their own business and the ChipsAway brand. The company has recently aired a national TV advert.
Marketing Week revealed Auld was leaving Domino’s Pizza after six and a half years in January.
The pizza company has poached Papa John’s UK marketing director Simon Wallis to replace Auld.
In February, Domino’s Pizza UK & Ireland reported a 28% increase in full-year pre-tax profit and says it will speed up its expansion plans, buoyed by its high-profile marketing campaigns, including sponsorship of ITV shows Take Me Out and Britain’s Got Talent.