But today, we're going to buck that trend and look at one of the holy grails of restaurant franchises, Domino's Pizza, and see whether it's worth investing in.
So, as Dominic's, which obviously was the original Domino's, scaled up, the original owner told Tom that he could no longer use the name as they didn't really want to create confusion with their customers.
So, by 1965, the name Domino's was chosen. And so, you'll notice here that the name is actually very similar to Dominic's. And this was completely done intentionally. So, since Dominic had this kind of loyal customer base, Tom didn't want to end up losing those customers by choosing a name that would be buried somewhere else in the phone book under some different letter.
So he figured Domino's works because it would be close enough to Dominic's in the phone book.