Consumer Satisfaction in Domino’s Pizza India Limited

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Consumer Satisfaction in Domino’s Pizza India Limited

COMPANY’S PROFILE
DOMINO’S PIZZA INDIA LIMITED
Type Industry Founded Headquarters Key people Products Revenue Employees Website Public (NYSE: DPZ) Restaurants Ypsilanti, Michigan, U.S. (1960) Ann Arbor, Michigan, U.S. Tom Monaghan, Founder; J. Patrick Doyle, CEO Pizza, sandwiches, pasta, chicken wings, desserts Increase $1.425 billion USD (2008) 145,000 www.dominos.com

Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States. Founded in 1960, Domino's is the second-largest pizza chain in the United States and has nearly 9,000 corporate and franchised stores in 60 international markets and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. The menu features pizza, pasta, oven-baked sandwiches, wings, boneless chicken, salads, breadsticks, cheese sticks, and a variety of dessert items.
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Consumer Satisfaction in Domino’s Pizza India Limited

Company BackgroundIn 1960, Tom Monaghan and his brother, James, purchased Domi Nick's, a small pizza store in Ypsilanti, Michigan. The deal was secured by a US$75 down payment and the brothers borrowed $500 to pay for the store. Eight months later, James traded his half of the business to Tom for a used Volkswagen Beetle. As sole owner of the company, Tom Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. The company logo was originally planned to add a new dot with the addition of every new store, but this idea quickly faded as Domino's experienced rapid growth. By 1978, the franchise opened its 200th store. In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging trademark infringement and unfair competition. On May 2, 1980, a federal appeals court found in favor of Domino's Pizza.

International Expansion:
On May 12, 1983, Domino's opened it s first international store, in Winnipeg, Manitoba, Canada. The same year, Domino's opened its 1,000th store overall, and by 1995, Domino's had 1,000 international locations. In 1997, Domino's opened its 1,500th
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Consumer Satisfaction in Domino’s Pizza India Limited

international location, opening seven stores in one day across five continents.

Sale of Company:
In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and ceased being involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer.

Current ScenarioIn 2004, after 44 years as a privately held company, an employee of Domino's Pizza rang the opening bell at the New York Stock Exchange and the company began trading common stock on the NYSE under the ticker symbol "DPZ". Industry trade publication

Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003 and did so again in 2010.In a

simultaneous celebration in
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Domino's introduced the Pizza Tracker.4 billion in gross income. an online application that allows customers to view the status of their order in a simulated "real time" progress bar. As of September 2006. the first Domino's with a dining room opened in Stephenville. Also that year. giving the customers the option to either eat in or take their pizza home.S. In a 2009 survey of consumer taste preferences among national chains by Brand Keys. Texas. Domino's introduced its Veterans and Delivering the Dream franchising programs and also rolled out its online and mobile ordering sites.238 stores which totalled US$1. Dublin. Ireland. the voice of Domino's Pizza's national phone ordering service 1 -800-DOMINOS has been Kevin Railsback. Domino's opened its 5. In 2009. it has 8.Consumer Satisfaction in Domino’s Pizza India Limited 2006. the Domino's Pizza store in Tallaght. In 2007.000th international store in Panama City. Domino's announced plans to entirely reinvent its pizza.000 total stores for the system. It began a self-flogging ad campaign in which consumers were filmed criticizing the pizza's quality and chefs were shown developing the new product. became the first in Domino's history to hit a turnover of $3 million per year. Illinois. Since 2005. Domino's was last tied with Chuck E. making 8. store in Huntley. In addition. In December that year.000th U. Cheese's. and its 3. Page 5 .

Domino's 50th anniversary. Pizza is the primary focus. The menu offers chicken side dishes. with traditional. While admitted not to endure. Products RangeThe current Domino's menu features a variety of Italian-American entrees and sides. From its founding until the early 1990s. the menu at Domino's Pizza was kept simple relative to other fast food restaurants. Additional entrees include pasta bread bowls and oven-baked sandwiches. Page 6 . Patrick Doyle as its new CEO experienced a historic 14. specialty pizzas and available custom in a variety of crust styles and toppings.Consumer Satisfaction in Domino’s Pizza India Limited The new pizza was introduced that same month. 11 toppings.inch). the company acquired J. Historically. and the following year. as well as beverages and desserts. to ensure efficiency of deliver y. and Coke as the only soft drink opt ion.3% quarterly gain. the success was described by Doyle as one of the largest quarterly same-store sales jumps ever recorded by a major fast-food chain. breadsticks and salads. Domino's menu consisted solely of one pizza in two sizes (12-inch and 16.

Page 7 . In August 2003. The breaded. with the introduction of its "Brooklyn Style Pizza".Consumer Satisfaction in Domino’s Pizza India Limited The first menu expansion occurred in 1989. Domino's continued its move toward specialty pizzas in 2006. Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken Kickers. and larger slices that could be folded in the style of traditional New York –style pizza. in August 2002. The new product launch cost approximately $25 million. as an alternative to Buffalo wings. white-meat fillets. the Philly Cheese Steak Pizza. with the debut of Domino's deep dish. of which $15 million was spent on new sheet metal pans with perforated bottoms. Domino's started testing extra-large size pizzas in early 1993. whose beef Check-Off logo appeared in related advertising. starting with the 30-slice. or pan pizza. yard-long "The Dominator". baked. are packaged in a custom-designed box with two types of sauce to "heat up" and "cool down" the chicken. Its introduction followed market research showing that 40% of American pizza customers preferred thick crusts. The product launch also marked the beginning of a partnership with the National Cattlemen's Beef Association. Domino's announced its first new pizza since January 2000. similar to chicken tenders. featuring a thinner crust. cornmeal baked in to add crispness.

sauce and cheese used in their pizzas. Domino's once again branched out into non-pizza fare. Domino's management is led by J. CEO from March 2010. along with a greater variety of toppings. the company changed its pizza recipe "from the crust up". In 2010. Patrick Doyle. making significant changes in the dough. Domino's began selling its Bread Bowl Pasta entree. Previous chief executive David Brandon. intended to compete with Subway's toasted submarine sandwiches. and Lava Crunch Cake dessert. a lightly seasoned bread bowl baked with pasta inside.000 cakes to deliver at Hoffstadt Bluffs Visitor Centre near Mount St Helens. offering oven-baked sandwiches in four styles. That same year. composed of a crunchy chocolate shell filled with war m fudge. Early marketing for the sandwiches made varied references to its competition. featuring 40% more cheese than the company's regular pizzas. The company introduced its American Legends line of specialty pizzas in 2009. Domino's promoted the item by flying in 1. such as offering free sandwiches to customers named "Jared. Their advertising campaign admitted to earlier problems with the public perception of Domino's product due to issues of taste." a reference to Subway's spokesman of the same name. formerly and president of Domino's USA.Consumer Satisfaction in Domino’s Pizza India Limited In 2008. made athletic director of the Page 8 .

Among 11 executive vice presidents are Michael Lawton. Scott Hinshaw. Asi Sheikh. remains chair man. and Kenneth Rollin. Other members of the board are Andrew Balson. Diana Cantor. Franchise Operations and Development. Mark Nunnelly. Page 9 . Domino's operations are overseen by a board of directors led by Brandon. General Counsel. Team USA.Consumer Satisfaction in Domino’s Pizza India Limited A make line at domino’s University of Michigan in January 2010. Robert Rosenberg and Bud Hamilton. CFO.

the company stores in New York City and Washington D.000 pizzas to relief workers following the September 11 attacks on the World Trade Centre and The Pentagon. That same year. Domino's launched a two-year national partnership with the Make-A-Wish Foundation of America. Through a matching funds program. raising more than $1. the corporation donated $350. Advertising and sponsorship In the 1980s.C. Domino's Pizza was well known for its advertisements featuring The Noid. In 2004. Domino's began its current partnership with St.000 to the American Red Cross' disaster relief effort. Jude Children's Research Hospital.3 million in 2006. That concept Page 10 . participating in the hospital's "Thanks and giving" campaign since it began in 2004. provided more than 12.Consumer Satisfaction in Domino’s Pizza India Limited Charitable activities In 2001.

Consumer Satisfaction in Domino’s Pizza India Limited was created by Group 243 Inc. which was driven by Arie Luyendyk."Domino's also sponsored Page 11 ." Due to a glitch on the Domino's website. 2009 and promised to reimburse store owners for the pizzas. The code was never deactivated though and resulted in the free giveaway of the pizzas across the United States after someone discovered the promotion on the website by typing in the word "bailout" as the promotion code and then shared it with others on the Internet. The company had planned the campaign for December 2008 but dropped the idea and never promoted it. Domino's deactivated the code on the morning of Tuesday.000 free medium pizzas in March 2009. Domino's sponsored CART's Doug Shierson Racing. and the team won the 1990 Indianapolis 500. the company gave away nearly 11. March 31. Domino's teamed up with NASCAR for a multi-year partnership to become the "Official Pizza of NASCAR. The catch phrase associated with the commercials was "A the Noid. In 2003. who then hired Will Vinton Studios to produce the television commercials that they created.

according to Monaghan. the company settled a lawsuit brought by the family of an Indian woman who had been killed by a Domino's delivery driver. The guarantee was dropped that same year because of the "public perception of reckless driving and irresponsibility". Page 12 . Domino's settled another lawsuit. The guarantee was reduced to $3 off in the mid 1980s. 30-minute guarantee Service Starting in 1973. or they would receive the pizzas free. this one brought by a woman who was injured when a Domino's delivery driver ran a red light and collided with her vehicle. paying the family $2.Consumer Satisfaction in Domino’s Pizza India Limited Michael Waltrip Racing and driver David Reutimann during the 2007 season in the NASCAR Sprint Cup Series. Domino's Pizza had a guarantee that customers would receive their pizzas within 30 minutes of placing an order.8 million. In 1993. The woman was paid nearly $80 million. In 1992.

30 Page 13 .Consumer Satisfaction in Domino’s Pizza India Limited In December 2007. Domino's introduced a new slogan. "You Got 30 Minutes". alluding to the earlier pledge but stopping short of promising delivery in a half hour.

Page 14 .Consumer Satisfaction in Domino’s Pizza India Limited minutes guarantee for hot and delicious pizza or free.

The product breadth or number of products offered by Dominos can be classified as:  Vegetarian products  Non vegetarian products  Beverages  Deserts Vegetarian Products: o Veg. etc. quality and design of the product. brand name.e. Cheese Pizza o Veg. product range. i. I o Non-Veg. its packaging. II Desserts: o Soft serve cone Page 15 . Onion Pizza o Feast Pizza Beverages: o Cold Coffee Non-Vegetarian Products: o Simply Chicken Pizza o Non-Veg. In this section we will study the product mix of Dominos Product line of Dominos includes the products offered for sale. the range of food products offered to the customers. Product MixAs explained earlier Product mix deals with the dimensions of product line.Consumer Satisfaction in Domino’s Pizza India Limited Four P’s in Domino’s Pizza India Limited 1.

is consistent throughout the life of the product. Despite extensive and meticulous quality tests at the supplier end. all products are once again carefully scrutinized Page 16 . We seek out fresh lettuce and tomatoes. That‟s why they take pride in the foods they serve and your family. Besides that the quality of Dominos according to the survey and general findings. That's how Domino‟s plan their product range. quality buns and potatoes. select poultry and fish and wholesome dairy products. Food quality is key at Dominos.Consumer Satisfaction in Domino’s Pizza India Limited o Hot serves o Soft drinks o Shakes o Choco lava cake All this shows the wide product range of Dominos.

. A specialized nursery with a team of agricultural experts. Trikaya Agriculture . Ltd. Vista Processed Foods Pvt. special herbs and many oriental vegetables.Supplier of Cheese: Dynamix has brought immense benefits to farmers in Baramati. produces a range of frozen chicken and vegetable foods. Cold Chain: The term Cold Chain describes the network for the procurement. Ltd.. Easy accessibility has enabled Page 17 . and Dominos India Pvt.separate processing line for chicken and vegetable foods. transportation and retailing of food products under controlled temperatures. Our immaculate standards of quality allow for nothing but the best to reach your tray.Supplier of Iceberg Lettuce: Implementation of advanced agricultural practices has enabled Trikaya to successfully grow specialty crops like iceberg lettuce.Supplier of Chicken and Vegetable range of products: A joint venture with OSI Industries Inc. Ltd. warehousing. USA. Maharashtra by setting up a network of milk collection centers equipped with bulk coolers. Vista Processed Foods Pvt. Dynamix Diary .Consumer Satisfaction in Domino’s Pizza India Limited at the restaurant.

However. which firms adopt. The main benefit of this strategy is low cost of operations.Consumer Satisfaction in Domino’s Pizza India Limited farmers augment their income by finding a new market for surplus milk Product strategies: In order to achieve the desired rate of profits and growth. Trading up implies addition of some higher priced products to the Page 18 . it implies the offering of a large number of products to meet the requirements of different customers in different markets. This matching of products to the requirements of competition and buyers is known as product strategy. 2) Full Line Strategy: This Ids also known as broad line strategy. it cannot meet the requirements of different types of customers in different markets. Some of the important product strategies. are as follows: 1) Limited Line Strategy: This refers to the offering of one product or a small number of products to cater specific market. a firm has to continuously adjust its products and product mix to the changing needs and targets of the market. 3) Trading up and trading down: These are alternate or opposite strategies for expanding the product mix.

They see Page 19 . most companies follow buyer based pricing. Now-a-days. Trading down refers to the addition of lower-priced products to the existing higher priced product to boost total sales. It is the plan defining the initial pr ice range and the planned price movements through time that the firm will use to achieve its marketing objectives. The aim is toensure that the salespeople quote prices that are reasonable to customers and profitable to the company. Company pricing policies:The price must be consistent with company pricing policies. They are basing their prices on the Product‟s perceived value.Consumer Satisfaction in Domino’s Pizza India Limited existing product line of lowered priced products for improving the sales of old products. Price MixPrice is the key element of marketing mix because it relates directly to the generation of total revenue. The term pricing policy refers to a systematic approach to pricing of different products in different markets to evolve an appropriate pattern of prices in the long run. Many companies set up a pricing department to develop policies and establish or approve decisions. 2. Pricing policy includes not only the determination of base prices but also the terms and conditions of sale.

relatively insensitive to price. The objective of selecting and managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis. The initial high price serves to skim the cream of the market. Place Mix (Distribution)This element of marketing mix involves a choice of the place where the products are to be displayed and made available to the customers. But now it introduces new schemes for value of money. Dominos began with skimming prices. not the seller‟s cost. Page 20 . setting a very high price for a new product initially and to reduce the price gradually as competitors enter the market.e. an experimental search for the right price and it may result in a market-determined price. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The company using perceived-value pricing must establish the value in the buyers‟ mind concerning different competitive offers. in effect. This method starts with a high price and moves the price downward by steps until the right price is reached. 3.Consumer Satisfaction in Domino’s Pizza India Limited buyers perception of value. i. as the key to pricing. that is. This approach to pricing is. Initially Dominos charged high price than what is being charged now.

Surat (1)  6 in Karnataka . Gurgaon (4)  Karnal (1) (Highway and Drive . Doraha (1) (Highway and Drive .Chandigarh (1).Thru)  2 in Rajasthan .Jaipur (2)  1 in Uttaranchal . Mathura (1) (Highway and Drive Thru)  Kanpur (2). Patarsi (1) (Highway and Drive .Thru). Allahabad (1). Ludhiana (1). Ghaziabad (4). Vadodara (2).Thru)  Jalandhar (1). Meerut (1).Hyderabad (4) Page 21 . Drive-Thru. Agra (1). Dominos has Dine-in restaurant. Panipat (1)  5 in Punjab .Dehradun (1) o 50 in west and south India:  30 in Maharashtra . Nasik (1)  7 in Gujarat . Pune (7).Bangalore(6)  4 in Andhra Pradesh . Lucknow (4).Mumbai (22).Faridabad (3). located in every area of India. Manesar (1) (Highway and Drive .Thru).Consumer Satisfaction in Domino’s Pizza India Limited Dominos distribution centers are wide. Dominos has 122 restaurants in India of which 72 are in north & east India and 50 in west & south India:o 72 restaurants in North & East India:  32 in Delhi  20 in Uttar Pradesh .Ahmedabad (4). Varanasi (2)  10 in Haryana .Noida (4).

besides at residential areas with significant footfalls.Indore (3) For the Big Mac. another dominos outlet could come up at Delhi's Nizammuddin railway station. Page 22 . domino‟s India. and Managing Director. expected to be by year-end. the Delhi. informs Vikram Bakshi. 16 new restaurants would be in place.Consumer Satisfaction in Domino’s Pizza India Limited  3 in Madhya Pradesh . the chain will mark its presence through an outlet at the ambitious Delhi Metro Rail Corporation project. outlets at railway stations. The fourth Dominos highway outlet on the Delhi-Jaipur highway is expected to begin operating shortly. The chain‟s other three highway restaurants are located on the Delhi-Agra highway. the current calendar year will be the biggest in terms of restaurant openings. In Delhi. India recently won the tender for setting up an outlet each at railway stations in Mumbai and Jaipur. The new outlets will be a combination of highway restaurants.Ludhiana highway and the Mumbai-Pune highway. And if all goes according to plan. at shopping malls and Cineplex. operational by year-end.

sales promotion and publicity. personal selling. maintain and increase demand. Promotion mix refers to the combination of various promotional tools used by a business firm to create. Promotion MixPromotion is a process of communication with the potential buyers involving information. It involves an appropriate integration of advertising. persuasion and influence. It includes all types of personal or impersonal communication with customers and intermediaries.Consumer Satisfaction in Domino’s Pizza India Limited 4. Page 23 .

They have used the effective strategies to maintain the consistency in the market for their survival. •Staff: The employees and their general capabilities. •Shared Values: Called "super ordinate goals" when the model was first developed. •Structure: The way the organization is structured and who reports to whom.  Skills: The actual skills and competencies of the employees working for the company. these are the core values of the company that are evidenced in the corporate culture and the general work ethic. Domino‟s has been able to maintain the structure and the disciplinary approach. •Style: The style of leadership adopted. The all things are in accordance and the customer is given a special attention and satisfaction. Page 24 .Consumer Satisfaction in Domino’s Pizza India Limited Relation of McKinsey 7S model with Domino’s Let's look at each of the elements specifically in relation with Domino’s •Strategy: The plan devised to maintain and build competitive advantage over the competition. Domino‟s successfully has been able to maintain the over the years. •Systems: The daily activities and procedures that staff members engage in to get the job done.

It is based in Louisville. Papa John's slogan is “Better Ingredients. Pizza Hut) where they find the match according to their asperitional level. Kentucky. Better Pizza. Papa John’s PizzaPapa John's Pizza (NASDAQ: PZZA) is the third largest take-out and delivery pizza restaurant chain in the United States. behind Pizza Hut and Domino's Pizza. 1." Page 25 . Nirula‟s.Consumer Satisfaction in Domino’s Pizza India Limited COMPETITORS INFORMATION: Major players in this field: 1) Papa John‟s Pizza 2) Nirula‟s 3) Pizza hut 4) KFC 5) Mc Donald‟s These day working executives are busy a lot they don‟t have the spare time to cook food due to their high this possible income and ever increasing arperalional levels they prefer to it out at this fast food outlets (McDonalds.

S. 2. The restaurants serves a wide variety of multi-cuisine foods. pastry shops and food processing plants in India. there are over 3. Papa John's offers online ordering throughout the United States. The chain with over 60 outlets operating in 5 states successfully caters to the Indian palate of over 50000 guests every day or over 70 years. burgers. both western and Indian including pizzas.Consumer Satisfaction in Domino’s Pizza India Limited Internationally. Papa John's primarily takes carryout and delivery orders.600 in the U. Nirula’sEstablished in 1934. Family style restaurants. Nirula‟s today is a diversified group having a chain of elegant Business hotels.300 Papa John's establishments. Nirula‟s pastry shops are a one-stop shop for bakery and confectionary items. Ice Cream parlors. automatically assigning all registered customers to the closest location. including over 2. Waiter service restaurants. chana kulcha. Page 26 . although some stores have tables and chairs. and more than 500 in over 30 other countries. saag-roti and much more! Ice cream parlors offer an extensive range of exciting and innovative ice cream flavors with one new flavor added every month.

is a chain of fast food restaurants based in Louisville. all new outlets in India would be franchisee owned resulting from the smooth functioning of the existing stores which are all franchisee owned. Pizza HutPizza Hut is the largest pizza restaurant company in the world. Hence. Kentucky. Pizza Hut has an aggressive expansion plan for India. KFC has been a brand and Page 27 . It intends to have 100 outlets by the end of 2004. the same arrangement will be followed in the future to ensure growth-oriented results. Pizza Hut will consolidate its presence in cities where it already exists as an endeavor to create a major share of these profitable markets first before spreading to other markets. Further. Pizza Hut is one of the largest pizza brands. It has 12700 outlets in 90 countries.Consumer Satisfaction in Domino’s Pizza India Limited 3. 4. in the United States. KFCKFC Corporation (KFC). The data written below represent what Pizza Hut is all about and gives a brief profile of the company. founded and also known as Kentucky Fried Chicken.

packaging and advertisements in the U. termed a concept of Yum! Brands since 1997. side dishes and desserts. KFC offers beef based products such as hamburgers or kebabs. for its signage. The company adopted KFC.S. poutine. an abbreviated form of its name.Consumer Satisfaction in Domino’s Pizza India Limited operating segment. KFC primarily sells chicken pieces. pork based products such as ribs and other regional fare. Although Sanders died in 1980. when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. „Yum!‟ continues to use the abbreviated name freely in its advertising. Additionally. the company began using its original name. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952. newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. as part of a new corporate re-branding program. KFC also offers a line of grilled and roasted chicken products. Page 28 . salads and sandwiches. he remains an important part of the company's branding and advertisements. Outside the USA. though the idea of KFC's fried chicken actually goes back to 1930. Kentucky Fried Chicken. and "Colonel Sanders" or "The Colonel" is a metonym for the company itself. in 1991. While its primary focus is fried chicken. wraps. Starting in April 2007.

McDonald‟s Corporation held a minority interest in Pret A Manger until 2008. McDonald's revenues grew 27% over the three years ending in 2007 to $22. royalties and fees paid by the franchisees.8 billion. chicken products. an affiliate. breakfast items. as well as sales in company-operated restaurants. was a major investor in the Chipotle Mexican Grill until 2006. Mc Donald’sMcDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants.9 billion. soft drinks. and owned the restaurant chain Boston Market until 2007. Page 29 . or the corporation itself. In addition to its signature restaurant chain. cheeseburgers. serving more than 58 million customers daily. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products. wraps and fruit. A McDonald's restaurant is operated by a franchisee. shakes. and 9% growth in operating income to $3. the company has modified its menu to include alternatives considered healthier such as salads. and desserts. The corporation's revenues come from the rent. French fries. McDonald's primarily sells hamburgers.Consumer Satisfaction in Domino’s Pizza India Limited 5.

"We are honored to receive this award from a true partner and the very innovative team at Domino‟s India. has been awarded the 2008 Excellence in Partnership Award from Domino‟s Pizza India. Today. Domino's Pizza India has grown into a Page 30 . Ltd. Today. "Our ovens have helped Domino‟s establish a reputation in India for being the home delivery specialist capable of delivering pizzas within 30 minutes to a community of loyal customers from its entire chain of stores around the country." Industry data confirms people across India are consuming more than three million pizzas a month and the monthly sales figures are projected to double in the next four years across India. Since inception.Consumer Satisfaction in Domino’s Pizza India Limited CURRENT ISSUES Middleby Marshall." said Middleby Marshall President Mark Sieron. the world leader in conveyor ovens. This is the third consecutive year Middleby has received the award. India is the fastest growing country in the Domino‟s network. Middleby Marshall has partnered with Domino‟s India since their first pizza store opened in New Delhi in 1996. Domino's Pizza India Ltd. has proceeded to become one of the largest and fastest growing international food chains in South Asia.

Customers can order their pizzas by calling a single countrywide Happiness Hotline. Page 31 . Suhasini Sharma from Indian Development Foundation created awareness on TB to the members of Dominos Pizza at four different stores in Mumbai on Saturday. 14th March. Currently Middleby Marshall Ovens are installed in Domino‟s restaurants around the world. Vile Parle (East). Domino's India was the first to start this type of countrywide number for its customers. Dominos Pizza Stores at Vile Parle (West).Consumer Satisfaction in Domino’s Pizza India Limited countrywide network of over 220 outlets in 42 cities and is the leader in the fast food delivery segment. Domino's Pizza India has maintained its position of market leadership with its constant product innovation. Narayan B. Ever since it was established. R. Mahakali Caves Road and Chakala organized the awareness program. Iyer and Dr. cooking more than 1 million pizzas per day.

Page 32 . Domino's India Chief of Operations (right) present the theDomino's India 2008 Business Partner of the Year Award to Abhishek Azad of Middleby-Marshall India (center). Chief Executive Officer of Domino's India (left) and Tarun Bhasin.Consumer Satisfaction in Domino’s Pizza India Limited Ajay Kaul.

Its main aim is to find out the marketing strategy and pattern of Page 33 .Consumer Satisfaction in Domino’s Pizza India Limited INTRODUCTION TO THE PROBLEM Statement of the problem This topic is about analyzing the satisfaction of the consumers towards the services provided by Domino‟s Pizza India Ltd. It has come through to give a clear cut idea to the market strategy. the ways of how the marketing pattern of Domino‟s Pizza India Ltd is.

Page 34 . The comprehensive statement of the problem can be state as “A Study on Consumer satisfaction of Domino‟s Pizza India Limited in Bangalore city”.  To know the consumer perception and Preference about Dominos products.  To identify different activities that an aggressive the company like Dominos follow in order to establish itself in a local market and increasing sales by being in customer‟s mind and heart. assessing the quality of different attributes.Consumer Satisfaction in Domino’s Pizza India Limited Domino‟s Pizza India Ltd. in Bangalore and also how it properly acts to attract customers to its enterprise. OBJECTIVES OF THE STUDY  To do customer value analysis which includes identifying the major attributes that customers value in a fast food chain restaurant.  To shed light on different aspects that a service based food chain must follow in order to increase its market share and for being on a continuous growth stream.

 The study helps to understand consumer‟s attitude towards Domino‟s Pizza India Limited services and products.. As both organizational and personal consumers use the product. usage habit. Need/purpose of the study  The study helps Domino‟s Pizza India Ltd. their needs.Widely which in turn gave the study a wide and large scope for analysis. improvement in the services Page 35 . February-March 2011. to appreciate the factors leading to consumer satisfaction. The time frame of this study lasted for about 2 months i.e.  The study also helps Domino‟s Pizza India Ltd. preference. to obtain suggestions regarding provided. which are dispersed in different areas of Bangalore city.Consumer Satisfaction in Domino’s Pizza India Limited Scope of the study The study is exclusively conducted for consumers of Domino‟s Pizza India Ltd. post purchases actions vary.

Consumer Satisfaction in Domino’s Pizza India Limited Page 36 .

 55% of the customers are followed by the pricing and less than 20% are not satisfied. Mc. whenever they visit. once a month and then more than once a week. then some of them suggested that there should be Page 37 .  34% of the respondents prefers Domino‟s.followed by once a week. Donald‟s and KFC respectively.  86% of the customers felt that the taste and quality of the food at Domino‟s Pizza remains same.  50% of the respondents feel that the promotional measures are effective only 40% felt that it is not. then followed by pizza hut.  50% of the respondents visit Domino‟s once a fort night .  52% recommended that Domino‟s should include more varieties.Consumer Satisfaction in Domino’s Pizza India Limited FINDINGS OF THE STUDY  80% of the customers loved to dine outside their home.

 100% respondents ordered for home delivery also in their past. rest of them are in dark.  70% of the customers are happy with the varieties which are offered in the menu only 15% was not satisfied.  39% of the respondents feel like to dine in the outlet and the rest of 61% want to take away and enjoy their meal at outside of the outlet.  50% consumers are satisfied with the eating experience in Domino‟s only 15% felt bad about it.  96% of the respondents got their home delivery package within 30 minutes.  98% customers are satisfied with the hygiene factor at Domino‟s. then 26% and 10% suggested that improve in quality and better promotion should be there.  The 60% respondents are aware about the charity services which are taken under by the co.  52% of the respondents feel the ambience of the outlet is good and rest of them doesn‟t seem to be very happy. Page 38 .Consumer Satisfaction in Domino’s Pizza India Limited reduction in prices.

Page 39 .Consumer Satisfaction in Domino’s Pizza India Limited  72% respondents liked to have non.vegetarian food and only 28% turned up for vegetarian food in the outlet.

30% respondents prefer Pizza Hut. who want reduction at the price are 12% . As per the data analysis recommendation to Domino‟s goes like this : respondents who need more varieties are 52%. As per the data analysis of question 3. while 14% respondents did not agree upon this. 20% like Mc Donald‟s and the rest 16% go for KFC. As per the data analysis. 20% respondents visit once a week. 16% visit once in a month and 50% respondents visits Domino‟s once a fort night. 86% respondents said there is a consistency of taste and quality in the food at Domino‟s Pizza. As per the data analysis. 80% respondents love outdoor eating and 20% respondents like to dine at their homes. and 15% are not that much satisfied with the pricing. 30% are very satisfied. while 40% do not the promotional measures effective. 34% prefer Domino‟s. 10% respondents think that the promotional measures of Domino‟s is very effective. 14% visit more than once a week.Consumer Satisfaction in Domino’s Pizza India Limited As per the data analysis. those who feel that the promotional Page 40 . 50% think it‟s effective to a certain extent. As per the data analysis. 55% respondents are satisfied with its price. As per the data analysis.

98% respondents said that the Domino‟s Outlets are hygienic while 2% replied negatively. As per data analysis. 39% respondents prefer to dine in the domino‟s Outlets and the rest 61% prefer take away. 20% was very good. As per data analysis. As per data analysis. As per data analysis. and 15% are not satisfied.Consumer Satisfaction in Domino’s Pizza India Limited strategy is not having the impact are 10% and who desires for quality are 26%. As per data analysis. 70% respondents are very satisfied with the varieties in menu. As per data analysis. the eating experience of 15% respondents was excellent. 100% respondents have ordered for home delivery from Domino‟s Pizza. Page 41 . 96% respondents said that they got the home delivery within 30 minutes but 4% did not get within that time limit. As per data analysis. As per the data analysis. 52% respondents liked the ambience and 48% did not. and 15% poor. 15% are only satisfied. 60% are aware of the charity schemes while 40% do not know about the charity schemes of Domino‟s. 50% good.

vegetarian.Consumer Satisfaction in Domino’s Pizza India Limited As per data analysis. 28% respondents said they prefer vegetarian food and 72% prefer Non. Page 42 .

Consumer Satisfaction in Domino’s Pizza India Limited RECOMMENDATIONS & CONCLUSIONS  Domino‟s should use more aggressive marketing strategy to attract the customers. Page 43 .  Domino‟s should work out on the ambience more for satisfaction of the customers.  Domino‟s should introduce some new dishes to pull the customers.

 And last but not the least it should introduce more proper Indian style pizza to attract more INDIANS.  Frequent feedbacks should be taken from the customers for regular improvement.Consumer Satisfaction in Domino’s Pizza India Limited  Domino‟s should charge a little less to capture more market.  Domino‟s should improve his quality of the pizzas to the new heights.  Washrooms should be maintained properly. Page 44 .  The personnel should be more polite and well informative  Domino‟s floors should be frequently cleaned.  Better air-conditioning can be arranged in the outlet.  Domino‟s should increase the veg.  Domino‟s should use glass tumblers instead of disposable one to serve the customers.  They should open more outlets in the overcrowded areas. pizza portfolio also for the veggies.

com Page 45 .  Interviewing and mailing  Text book  Consumer behaviorAppahnahiah.com  www.google.dominos. Reddy & Ramnath  Websites  www.wikipedia.co.in  www.Consumer Satisfaction in Domino’s Pizza India Limited BIBLIOGRAPHY  Observation  Individual pre and post program feedback forms through questionnaires.answers.in  www.