Dominos Mock Meeting Script

Business Communication

Ms. Rumessa Naqvi

Section L

Hamza Sharif

Laiba Khan

Mustafa Chaudhry

Rameen Zeeshan
Management Roles

CEO- Mustafa Chaudhry

Regional Manager- Laiba Khan

Marketing Manager- Rameen Zeeshan

Quality Assurance Manager- Hamza Sharif

The meeting will take place in Conference Room A in the Gulberg Head Office at 10:00 AM
on Monday morning, 2nd March, 2020

Mustafa Chaudhry (CEO): (Walks in) Assalam-o-Alaikum and Good Morning to you all! I
hope each and every one of you is doing well.

(The entire team stands up as soon as the CEO walks in.)

Entire Team: Good Morning sir (The entire team sits down)

Mustafa Chaudhry (CEO): Please take a seat. First of all I would like to welcome a new face
to our quarterly meetings and to the company itself, Mr. Hamza Sharif. He will be heading the
quality assurance department from now on, so let us give him a warm welcome (Entire team
claps for Hamza).

Hamza Sharif (Quality Assurance Manager): Salaam, my name is Hamza Sharif and I have
been working in the field of quality assurance for seven years. I look forward to working with
you all and helping Dominos grow.

Laiba Khan (Regional Manager): My name is Laiba Khan and I am the regional branch
manager for all eight branches of Dominoes in Lahore. I have been working with this pizza
company for three and a half years now. Welcome to the team!

 Rameen Zeeshan (Marketing Manager): My name is Rameen Zeeshan and I am the

marketing head in dominoes. I work in the main head office in Gulberg where we handle all the
dealings of marketing all over Pakistan.
Mustafa Chaudhry (CEO): Now let us not beat around the bush and get straight to work. This
meeting includes two major discussion points, first of all Mr. Hamza has been a part of this
company for three months now under training and part of his training included visiting all eight
branches in Lahore under cover. While he was doing so, it was brought to my attention that our
new Dominos branch in DHA Phase 6, which opened around 7 months ago, has generated a lot
of traffic, but is not serving enough customers as compared to the other 7 branches in Lahore, so
we must discuss this matter and I want you all to discuss how the overall competition in the
market is effecting sales and what we are doing to alter that. Mr. Hamza, could you please take
the lead.

Hamza Sharif (Quality Assurance Manager): Over the past three months I have visited all of
the Dominos branches in Lahore and there is a significant difference in the quality of service
between the DHA Phase 6 branch and all the other branches. I have created a report which
analyzes all the short comings in the DHA Phase 6 branch as opposed to the Gulberg branch
which is considered the best branch in Lahore. First of all I would like to bring your attention to
the overall ambiance of the phase 6 branch, the seating arrangement is not enough for the
customers who go there you can only seat 10 people at one time. Another issue I came across
was the there are no restrooms for customers. Additionally, customers in the Gulberg branch
enjoy a better dining experience because they have proper cutlery and dishes for food, where as
in the phase 6 branch we are giving out these paper plates (Asks Rameen to Show the Paper
Plates).

Mustafa Chaudhry (CEO): These are some serious concerns, I have a very strict policy
regarding the brand image and I don't want it to be damaged at any cost. Ms. Laiba what are
some possible solutions to this matter?

Laiba Khan (Regional Manager): The main reason for this is that there is lack of space in the
Phase 6 building, however, most of our customers tend to place take away orders and delivery
orders that is why we have not really invested that much time and money on the overall space in
the building. Ms. Rameen conducted a thorough market research before the launch of the phase 6
branch and after it too which explains this further.

Rameen Zeeshan (Marketing Manager): yes, it is true that most of our cliental for the phase 6
branch includes take away customers or delivery customers, most of the people that buy from the
phase 6 branch are school students, university students and people that live in the nearby area so
they generally prefer not to dine in but instead get take away orders, mostly people between the
age of (18-35). However, there are some customers who do prefer to dine in, those who work in
nearby areas.

Mustafa Chaudhry (CEO): Alright, so as I can see there is a need to improve the overall space
situation of the Phase 6 Dominoes. Are there any ideas on how we can make it better and more
spacious?

Laiba Khan (Regional Manager): I would recommend an expansion, however the building that
we are operating from is shared, we cannot expand the space that we have. The only option is to
move to a new building or use furniture and other interior design techniques which would
optimize the given space. Instead of installing large booths like the Gulberg Branch we can just
add more of the wooden stools and chairs and smaller sized tables, which we have in this branch.
As far as the issue for restrooms is concerned, we can renovate the staff washrooms and open
them up to public use. Moreover, like the rest of the restaurant, employees can take turns to clean
the restroom every 2 hours.

Hamza Sharif (Quality Assurance Manager): My report also includes the fact that there is
lack of parking space in at the phase 6 branch, as Ms. Rameen suggested that most of the
customers tend to place take away orders, where will they park their car, because there is only
space for 2-3 cars.

Laiba Khan (Regional Manager): It is true that the building’s parking space only holds 2-3
cars, but there is ample parking in the next to the building, moreover, in the long run when we
need to facilitate more cars we can create a parking spot on the empty land across the building.
That area can hold up to 10 cars.

Mustafa Chaudhry (CEO): Alright, I will discuss this with the finance team and finalize a
budget for this, and from then on the renovations and changes should be done within the next
month. (Writes the deadline on the board). As for the parking space, in the short run, as Ms.
Laiba suggested, we should make do with the space we have, and in the long run we can
purchase the land across the building and convert it into a parking complex if there is a need.

Hamza Shrif (Quality Assurance Manager): One other thing I would like to point out is that
the tables and stools in the phase 6 branch seem worn out, they might need to be repolished or
replaced.

Mustafa Chaudhry (CEO): I'll talk with the area manager regarding these matters and would
also like Ms. Laiba to start working on solving these issues as soon as possible; the comfort and
convenience of our customers is very important to us.

Laiba Khan(Regional Manager): Yes sir, I will convey these complaints to the interior
designers and together we will come up with a proposal to resolve this issue as soon as possible.

Mustafa Chaudhry (CEO): Moving on to the more important matter at hand, the sales of our
company are declining rapidly, Ms. Rameen has informed me that a lot of this has to do with
new competition in the local market so please tell us about that.

Rameen Zeeshan (Marketing Head): (Walks to the board and refers to the pie charts) My
research insinuates that international chains are entering into the market and are capitalizing it,
around 17% of our market share has been taken over by international chains. Instead of
competing against local competitors we need to work on measures to take back the market share
from international entrants. Papa John’s has opened around significant areas in Lahore so we
should pay some concern towards the quality and flavors they have the potential to offer because
of their vast resources.   

Laiba Khan (Regional Manager): Many years ago we faced a similar threat on the basis of
quality and flavor, at that point what we did was that we reinvented our pizza sauce and made the
public try our new recipes and asked for feedback. Our taste is far more superior and our
customer service is outstanding. We are also offering a wide variety of crusts like the crunchy
thin and italian thin, hand tossed, pan crusts and premium double melt crusts; which even though
is more expensive at Rs. 1799, but it is well liked by our premium customers that want
something special and extra in their pizzas.    

Rameen Zeeshan (Marketing Head): We can base a whole new marketing campaign on this
process of reinventing the sauce that way customers will remember our name and our visibility
will grow more. However, there is also a local pizza brand by the name of 14th street pizza that
has opened in phase 5 which is extremely close to our phase 6 branch. They have a huge
advantage because of their central location and the extra entertainment facilities they provide,
which makes them easily stand out. A huge chunk of our customers from Z block branch and
phase 6 branch could be lost if we don’t take action soon and introduce something new to retain
the customer’s attention.   

Laiba Khan(Regional Manager): We have a large variety of flavors to offer to the public
which is quite different, and our crusts are innovative and new such as the double melt crust.
Some of our most popular flavours: Tex mex, Legend and peri peri which are known for their
amazing taste and spice level, we have had some requests to add some new flavors like
cheeseburger pizza and appetizers like loaded chicken which the youngster would love.

Rameen Zeeshan (Marketing Head): I understand that our menu is our competitive advantage,
now we will have to find a way to use it in our favor. We could base a whole marketing
campaign on the flavors available and then launch a new one to grasp attention. In that process
we can get customer input by asking them what they like that way they would will feel like they
are a part of the dominos family and that they have a say in what they eat. This will also
strengthen our position in the market.

Mustafa Chaudhry (CEO): These are some great suggestions we should work on. Mr. Hamza
do you have anything to say regarding the quality of delivery services?

Hamza Shrif (Quality Assurance Manager): According to my report which was constructed
on the basis of observation and word of mouth, I have heard a lot of praise regarding the delivery
and takeaway service and we certainly have an edge over our competitors in this department.
However, another point I would like to add is that during this era of modern technology and
modernization, music, attractive decor, and wifi facilities play a vital role in attracting new
customers and maintaining good relations with the existing ones

Mustafa Chaudhry (CEO): What measures have we taken to do so?

Rameen Zeeshan (Marketing Manager): Our customers can make use of our social media
pages to provide us with feedback, not only that but these social media pages are active in the
sense that we have a following of over 200,000 people and all our facilities, services, deals and
flavors are advertised on them. Other than that to make the content more fun and engaging we
advertise using posts such as these. (Wifi Picture)

Laiba Khan(Regional Manager): We have installed 42 inches LED Tv’s in all the branches,
usually displaying sports and news channels that we are allowed. As far as the music is
concerned, we play soft English music. Moreover, we provide Wifi facilities to all the customers
for free. Other than that we have many deals like Whacky Wednesday, Holy Friday as well as an
upgradable option from medium pizza to large which are revised every week that gives value for
money to a lot of customers who are loyal consumers of Dominos.

Mustafa Chaudhry (CEO): That sounds great; we will be generating large amounts of traffic
through this. Mr. Hamza, are there any other concerns you would like to discuss?

Hamza Shrif (Quality Assurance Manager): According to the policy events like birthdays and
other parties are not accommodated. Ms. Laiba do you think it will help in attracting new
customers?

Laiba Khan(Regional Manager): Considering that we are operating at prime location where we
are targeting including families and youngsters, I think conducting events like birthday parties
would be beneficial and might also become another source of revenue. 

Rameen Zeeshan (Marketing Manager): That would be a good idea as our competitors are
offering celebratory services with decor and if we launch a separate area it will definitely attract
pizza lovers. Moreover, play place for children should also be introduced to bring in more traffic
and so young parents can enjoy their time, while their children play

Laiba Khan(Regional Manager): I agree as well, we can section off a small part of the phase 6
branch for such private events.

Mustafa Chaudhry (CEO): Very well. Any other suggestions?

Hamza Shrif (Quality Assurance Manager): One other thing I would like to point out is that
the tables and stools in the phase 6 branch seem worn out, they might need to be repolished or
replaced.

Mustafa Chaudhry (CEO): I'll talk with the area manager regarding these matters and would
also like Ms. Laiba to start working on solving these issues as soon as possible; the comfort and
convenience of our customers is very important to us.

Laiba Khan(Regional Manager): Yes sir, I will convey these complaints to the interior
designers and together we will come up with a proposal to resolve this issue as soon as possible.

Mustafa Chaudhry (CEO): very well. Ms. Laiba, I know some of your branches have been
working well in the past months and you have managed your staff efficiently. It has been
producing good sales and reviews I checked online were quite pleasing. Can you elaborate more
about it.

Laiba Khan(Regional Manager): Our Gulberg branch is one of the biggest and most popular
Dominos branches. This is also because our team of 27 workers. The staff goes through an
appraisal process where they are assessed based on their performance and given monthly
incentives. We have two sets of workers working 9 hour shifts. They get 1 hour breaks daily. We
also give them an allowance for lunch so that they can enjoy our own Dominos products as well.
I pay strict attention to their uniform i.e. black pants and blue polos with Dominos logo on it.

Mustafa Chaudhry (CEO): Excellent! Moving on, we need to discuss how the customer
turnover rate can be reduced through marketing as our company's main focus is on delivery
services and social media is a new way to reach customers and attract them.
Ms Rameen, which marketing strategies have you found most useful till now?

Rameen Zeeshan (Marketing Manager): Sir, our instagram followers are 57.7k and pakistan
facebook page likes are only 600. The posts mainly attract customers by displaying tempting
food videos and announcing discounts. Moreover, ATL advertisements and promotions are
mostly at a national level. As for BTL, we have our flyers, that are also carried around by the
riders. We regularly update our customers on our deals and new additions to the menu, through
SMS and Social Media as retention of customers is a priority. Even our table mats and tissues
help us promote Dominos. (shows the stuff)

We experienced a boost in sales ever since we revamped our website and mainly by enlisting
with FoodPanda. Now, we are able to reach an even wider audience who is responding to our
brand services very favorably.
Mustafa Chaudhry (CEO): Keep up the good work. Our customer review and complaints
service are quite good as regards to our competitors. Ms. Laiba would you care to enlighten mr.
Hamza about that?

Laiba Khan (Regional Manager): Complaints are handled according to our 4 step policy i.e. 1.
Calling the customer, 2. Listening intently, 3. Apologising and then 4. Giving something extra in
the form of complimentary items which helps us maintaining good relationship with our
customers. Also, when it comes to our deliveries, I personally call the customers after to check if
they are satisfied with the whole experience and customers are asked to rate us via SMS on a
scale of 1 to 5, where we almost never get a rating below 4. Lastly, as for dine in customers we
have placed a feedback card on each table so customers can tell us about their experience.

Mustafa Chaudhry (CEO): Very well. Any other suggestions?

Everyone: No

Mustafa Chaudhry (CEO): This was an interesting session; let’s meet next week at the same
time to discuss the progress that we have made on these points. Have a good day!