Domino’s Pizza CEO Asaf Greenberg resigns, submits a franchise acquisition offer

Asaf Greenberg, CEO of Domino’s Pizza Israel, has submitted an offer to purchase the franchise, together with two franchise operators – Yossi Elbaz of the Krayot branch, and Dani Gold, sub-franchise operator of Haifa’s Carmel branch. In light of the offer made to the company receiver, Attorney Ronen Matri, Greenberg has announced his resignation. “I didn’t want to be involved in a conflict of interests,” he said. Greenberg added that the franchise’s employees and sub-franchisee had expressed their support for the acquisition. Greenberg started out with the franchise in 1991 as delivery boy, and over the years went on to hold a series of positions including branch manager, regional manager, marketing director, operating director and CEO. In late 2000 he traveled to Switzerland to found the franchise there, and in early 2003 he returned to Israel and was appointed CEO of the Israel franchise. There are currently 3 main offers to purchase the company: that of Domino’s Pizza Switzerland franchise operators, the Moldawsky diamond dealers family; the Turkey franchise operators; and the i-Mesh company. The receiver is expected to complete the internal bidding process by the end of the month and to submit his recommendations to the court.

An agreement was recently reached between the Domino’s Pizza receiver and the Domino's Pizza International regarding the conditions for continued operation of the franchise in Israel. According to the agreement, whoever purchases the franchise from the receiver will operate under the business conditions in which the franchise has operated in the past: the purchaser will not be required to pay an additional franchise development fee. The purchaser will pay 33% less in royalties than what is paid elsewhere in the world.
February 10, 2004, Maariv