Dominos Pizza Essay Example for Free

Dominos Pizza Essay Dominos Pizza UK ILR plc Parent company listed on the AIM. Dominos Pizza Group Ltd Runs Dominos Pizza in the UK and Ireland, holds the exclusive franchise license to own, operate and franchise the Dominos brand. Dominos Corporate Team Based at Milton Keynes, comprising over 200 employees. The Leadership Team Responsible for strategic decision-making. Marketing Understanding customers needs and publicising the Dominos brand. Developing new products and use of technology. Food Service Manufacturing fresh pizza dough and sourcing fresh ingredients. Buying in or inventing equipment. Information Technology Technology and e-commerce activities. Property Acquires store premises, oversees planning permission applications and refurbishes stores. Flawless Execution Not a form of capital punishment! Actually, Dominos training and operations, including career development and store check activities. Finance Organises finance for franchisees, as well as overseeing cashflow, budget planning, sales and purchase ledgers, payroll, accounts and credit services What is its mission statement? Exceptional People On A Mission To Be The Best Pizza Delivery Company In The World. This is part of Dominos Vision and Guiding Principles including these statements: * We Demand Integrity * Our People Come First. * We Take Great Care Of Our Customers. * We Make Perfect 10 Pizzas Every Day. * We Operate With Smart Hustle and Positive Energy Source: Dominos Pizza Web site What is their field of operation? Dominos Pizza The UK pizza delivery and takeaway market. This market was estimated to be worth nearly ? 450 million in 2000. What are their main products? Pizzas and other home delivery fast foods. Our Unique Products Reasons why we guarantee you’ll love our Hot Wow Pizzas! 1. Our Crusts Our world famous Classic Hand Tossedâ„ ¢ and New York crusts are hand stretched from fresh dough 2. Our Sauces Domino’s Signature Sauce – Made from fresh vine-ripened tomatoes Top Secret Sauce – An aromatic blend of creamy, cheesy flavors with an unmistakable garlic zest! Spicy Sambal Sauce – For those who like a bit of spice in their life! 3. Our Cheese we use generous amounts of 100% mozzarella cheese 4. Our Toppings We top all our pizzas with only the highest quality meats and the freshest ingredients 5. Finally, all our pizzas are made fresh as soon as you place your order What are their main brands? The Domino name carries the companys main brand as market leader in its field of operation. The companys logo is a distinctive part of the business brand. The three dots domino image comes from the founders idea that originally he would open three stores. Dominos HeatWave delivery bags, introduced into the UK in 2000, contain a patented disc that is pre-heated electrically. The companys use of this innovation is used as a marketing tool in its cable and satellite TV advertising. Where is their head office? The companys UK headquarters are at:Lasborough Road,Kingston,Milton Keynes. MK10 0AB. UK. When did the company start? The business was founded in the USA in 1960 by Tom Monaghan, who ran the business until retiring in 1998, when he sold the company for $1billion. By using the concept of franchising where other people are encouraged to invest money to open their own pizza store, Dominos quickly expanded to the point where it is the worlds largest pizza delivery company and the eighth largest fast food brand. In 2002 there was a total of more than 7000 stores in 64 markets worldwide, employing over 250 000 staff and involving more than 2000 franchises. Dominos started trading in the UK in 1985 with a store in Luton. In 2002 there were over 200 stores in the UK and the Republic of Ireland. Who are its shareholders? Dominos Pizza UK IRL plc is quoted on the Alternative Investment Market of the London Stock Exchange (symbol: DOM). Who are their major competitors? The UK pizza delivery and takeaway market consists of many small businesses and the big three firms: Perfect Pizza, with over 200 outlets, Pizza Hut which has 170 restaurants and also delivers and Dominos. In Britain, pizzas are delivered by restaurants and a large range of outlets that also sell other food, like burgers and kebabs. It is estimated that there are as many as 4,000 pizza delivery companies. A look at a key feature of Dominos business. The Future Foundation Report (2003) was commissioned by Dominos Pizza to analyse the social, economic, demographic and technological factors likely to impact on the UK pizza delivery and takeaway market for the remainder of this decade. The following are some of the key points raised by the report: Lack of time the research shows that, on average, adults in the UK eat out and/or eat delivered/take-away meals around 80 times a year. The Foundation looks at the impact of freeing up time normally spent on preparing food at home, as creating a time oasis. Higher levels of disposable income real disposable household income is expected to increase by nearly 12% over the next five years resulting in more opportunity for expenditure on home delivered food. Demographic change over a twenty to thirty year period, the numbers of older people will continue to increase. The research suggests that firms in the home delivery market can benefit from this by building and keeping brand loyalty amongst a generation of people who have grown up as pizza consumers and whose incomes and affluence are likely to grow. In addition, there is expected to be a decline in the traditional family structure, which coupled with increasingly individualised tastes, will result in fewer formal family meals at home. Leisure activities the next decade will see more choice of a greater range of leisure activities. The research suggests that spending on home-delivered food and take-aways will continue increasing by 2. 5% a year on average during the next five years. Technology In the short term, (the five years from the date of the report), more people will have access to interactive technologies, up from. 70% today to 90%, and the number of broadband users will rise. These people will become better at and more confident about e-commerce and buying food online. The report indicates that home food delivery firms already active in this area are likely to be especially successful. What is the companys vision for growth? The company has a 20% share of the UK pizza delivery and takeaway market. This market was estimated to be worth nearly ? 450 million in 2000. At present, 20 percent of all pizzas consumed are delivered. This figure is expected to increase to 40 percent. Home delivery now makes up 70% of the total take-away and home delivered food sector, up from 62% in 1997. The Future Foundations report (see The Business section of this case study) estimates that the UKs home delivery pizza market will more than double by 2010 to approximately ? 800 million. Dominos believe that their business model and brand strength place them well to exploit this growth. Fast growth in franchised stores is planned, coupled with more aggressive marketing including terrestrial TV advertising and local store initiatives What is their policy on ensuring best quality product? Dominos HeatWave delivery bags contain a patented disc that is pre-heated electrically. This innovation, combined with the bags 3M Thinsulate lining and water-repellent nylon exterior, keeps the pizza hot during delivery. Pizza packaging plays an important part in ensuring the quality of the product on which the success of the business is based. Retaining heat and dispersing steam are the chief features of Dominos pizza packaging. Dominos training and operations, including career development and store check activities, through its Flawless Executions department, is another important element of the companys quality management. Packaging and the environment is clearly also a concern of Dominos. They state that more than 80% of the corrugated board used in their pizza boxes is made from recycled paper. The remainder is sourced from sustainable forests. The company encourages its customers to recycle their box packaging. The packaging for a pizza plays an important part in the marketing of the business: it carries the companys distinctive logo, and it also carries the product on which the success of the business is based. Protecting the product, retaining heat and dispersing steam are the chief functional features of Dominos pizza packaging. What sort of people work for the firm? Think about the type of person who wants to become a Dominos franchisee. What qualities do you think potential franchisees should have? What are the risks and what are the potential benefits? Do they have an equal opportunities policy? Yes. Dominos Pizza state that they are committed to the development of positive policies to promote equality of opportunity in employment. They aim to ensure that no job applicant or employee receives less favourable treatment on the grounds of sex, marital status, race, colour, creed, ethnic origin, sexual orientation, religious beliefs, age or disability. By how much has their workforce grown over recent years? In both 2001 and 2002 Dominos opened more than 225 new stores. Running each store takes a team of about 25 people. Team member numbers should therefore have risen significantly over this period. How are their employees motivated? Employees (or team members, as Dominos term them) are motivated and trained to offer high standards of customer service. Franchisees and their staff teams have access to training programmes and can attend corporate events in the UK and abroad. An awards system operates and some Dominos team members go on to buy their own franchise. It costs a fee of around ? 160 000 for the right to open your own Dominos Pizza store. This sum buys a fully-fitted store and enables the franchisee to use the company brand image, ingredients, recipes, marketing materials and packaging. The company does offer a finance service for franchisees. Can I have some information about product development? The company has developed or invented many of the systems and pieces of equipment that are now used as standard by the industry. Examples of these include: * Dominos HeatWave delivery bags, introduced into the UK in 2000, contain a patented disc that is pre-heated electrically. This innovation, combined with the bags 3M Thinsulate lining and water-repellent nylon exterior, keeps the pizza hot during delivery. * Nationwide service system through Internet and interactive TV ordering. What is their brand positioning? Dominos calculate that their brand awareness is 81% and that this is partly as a result of their sponsorship of The Simpsons, and also their marketing of the launch of their HeatWave heated delivery system. Can you give me some information about a recent marketing campaign? Dominos nationwide service system through Internet and interactive TV ordering is beginning to show results, with its e-commerce net sales increasing by over 25% in the six months to July 2002, totalling ? 1. 9 million. The company believe that their continued sponsorship of The Simpsons on the Sky TV service and increased advertising on cable and satellite channels gives them an unchallenged position at the forefront of delivered food by e-commerce. DOMINOS MALAYSIA ABOUT US Domino’s Malaysia – Milestones’s and Achievements. 1997: Tom Monaghan, the founder of Dominos Pizza Inc, officially launched Dominos Pizza Malaysia in September 1997. 1998: The Crunchy Thin Crustâ„ ¢ pizza was introduced storewide. Dominos Malaysias commissary was recognized in the Annual Dominos International Audit as the Best Commissary in Asia Pacific. Dominos Malaysia embarks on its first community programme, the Dominos Points for Pizza Programme in support of education. Dominos partners in this 6-month programme were Hewlett Packard and Insoft. Dominos Malaysia holds the first Fastest Pizza Maker Competition. 1999: Launch of Dominos delivery number 1300-888-333 In December, Dominos expanded its operations to the state of Johor with the opening of 3 stores concurrently. Dominos Malaysia embarks on another 6-month charity campaign and aids two charitable homes, Rumah Ozanam and Montfort Boys Town through the Dominos Community Support Programme by raising a total of RM20,000 for both homes. Keeping true to their commitment to work and road safety, Dominos Malaysia organized the first Dominos Safety Rodeo to instill sound driving habits and knowledge in their delivery. riders. Tan Sri Dato Lee Lam Thye, Chairman of NIOSH officiated the event. The Dominos Millennium Gold Card launched in November. The card offers a Buy 1 Free 1 privilege. 2000: Launch of our first pasta-based side item, Spaghetti Chicken Bolognese Launch of our first dessert side item, Dominos Premium Ice Cream, available in Chocolate and Vanilla flavors. 2 Uniquely Malaysian pizza flavors, Spicy Sambal and Flaming Tuna were introduced featuring a sambal sauce in place of tomato pizza sauce. 2001: In July Dominos opens Gurney Plaza in The Pearl of the Orient, Penang. A second dessert was added to the local menu with the introduction of CinnaStix a tasty dessert treat of cinnamon bread sticks. The latest oven-hot sensation Chicken Lasagna is introduced. 2002: Banana Kaya Dessert, a delectable offering of kaya, banana slices and icing sugar on a pizza crust, is introduced. A product uniquely Malaysian. 2003: Dominos launches Malaysias first fastfood on line ordering portal (recognized by the Malaysian Book of Records). 2004: Double Decker Crust is launched a base of 2 Crunchy Thin Crust â„ ¢ with a layer of creamy cheddar cheese sauce sandwiched inbetween. 2005: Dominos partners with Dato George Ting resulting in rapid store expansion. Dominos arrives in Seremban with the opening of its Yam Tuan store. 2006: Dominos opens its second store in Penang, Taman Inderawasih Prai. Syed Zubair Abdul Hamid, a Dominos pizza employee sets a new record for Fastest Pizza Maker, making 3 Large pizzas in 69 seconds. (Recognized by the Malaysian Book of Records). 2007: Dominos celebrates its 10 Year Anniversary. 2008: Dominos Express Card was launched in January, replacing the Millenium Goldcard, this card offers a Buy 1 Pizza Free 1 pizza privilege. The New York crust was introduced to the Malaysian market. This featured the very first extra-large 15-inch pizza by an international franchise pizza brand in Malaysia. 2009: Domino’s launched its Incredible Meals from RM10 per person. The Terminate Your Hunger campaign brought Domino’s the Terminator franchise together, a first of its kind collaboration for Domino’s. RM40,000 was raised for Hope Worldwide Malaysia’s Food for the Poor program through out charity screening of Terminator Salvation movie. Our Unique Products Reasons why we guarantee you’ll love our Hot Wow Pizzas! 1. Our Crusts Our world famous Classic Hand Tossedâ„ ¢ and New York crusts are hand stretched from fresh dough 2. Our Sauces Domino’s Signature Sauce – Made from fresh vine-ripened tomatoes Top Secret Sauce – An aromatic blend of creamy, cheesy flavors with an unmistakable garlic zest! Spicy Sambal Sauce – For those who like a bit of spice in their life! 3. Our Cheese we use generous amounts of 100% mozzarella cheese 4. Our Toppings We top all our pizzas with only the highest quality meats and the freshest ingredients 5. Finally, all our pizzas are made fresh as soon as you place your order Our Guarantees As the Pizza Delivery Expertsâ„ ¢ what do we offer? Everytime you order Domino’s, we guarantee you can expect hot, fresh great tasting pizzas on time. | | 30-Minutes Delivery Guarantee! | | Domino’s is the only pizza company that guarantees your order will arrive within 30 minutes or we’ll give you a free Regular Pizza voucher! | | Product Satisfaction Guarantee| | Domino’s guarantees satisfaction! Your pizza is guaranteed to be hot, fresh, and great tasting when it arrives at your doorstep, otherwise we’ll replace your order or refund your money. | | 15-Minute Take-Away Guarantee| | Dominos guarantees youll receive your Take-Away orders within 15 minutes or well give you a RM10 off your next pizza purchase voucher| Nett Pricing Domino’s pricing is all inclusive. We do not add any extra charges for delivery. So what you see is what you pay. No surprises.