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Domino’s Pizza :-

Founded in 1960, Domino's Pizza is the recognized world leader in pizza delivery.
Domino's is listed on the NYSE under the symbol "DPZ." Through its primarily
franchised system, Domino's operates a network of 8,449 franchised and Company-
owned stores in the United States and more than 55 countries. The Domino's Pizza(R)
brand, named a Megabrand by Advertising Age magazine, had global retail sales of
nearly $5.1 billion in 2006, comprised of $3.2 billion domestically and nearly $1.9
billion internationally. During the second quarter of 2007, the Domino's Pizza(R)
brand had global retail sales of over $1.2 billion, comprised of nearly $755 million
domestically and approximately $493 million internationally. Domino's Pizza was
named "Chain of the Year" by Pizza Today magazine, the leading publication of the
pizza industry and is the "Official Pizza of NASCAR(R)."

Mission :-

Sell more pizza, have more fun.

Vision :-

Number one in pizza


Number one in people

So their mission & vision statement clearly define the service which they intend to
deliver.

Strategy :-

Continue to execute on our mission statement.


Our mission statement is “Exceptional franchisees and team members on a mission to
be the best pizza delivery company in the world.” We implement this mission
statement by following a business strategy that:
• Puts franchisees and Company-owned stores at the foundation of all our thinking
and decisions;
• Emphasizes our ability to select, develop and retain exceptional team members and
franchisees;
• Provides a strong infrastructure to support our stores; and
• Builds excellent store operations to create loyal customers.
We adhere to the following guiding principles, which are based on the concept of one
united brand, system and team:
• Putting people first;
• Demanding integrity;
• Striving to make every customer a loyal customer;
• Delivering with smart hustle and positive energy; and
• Winning by improving results every day.
Grow our leading position in an attractive industry

Leverage our strong brand awareness


We believe that the strength of our Domino’s Pizza® brand makes us one of the first
choices of consumers seeking a convenient, quality and affordable meal. We intend to
continue to promote our brand name and enhance our reputation as the leader in pizza
delivery. In 2007 we launched the campaign, “You Got 30 Minutes™,” which built
on the Company’s 30-minute delivery heritage.

Expand and optimize our domestic store base


We plan to continue expanding our base of domestic stores to take advantage of the
attractive growth opportunities. We believe that our scale allows us to expand our
store base with limited marketing, distribution and other incremental infrastructure
costs. Additionally, our franchise-oriented business model allows us to expand our
store base with limited capital expenditures and working capital requirements. While
we plan to expand our traditional domestic store base primarily through opening new
franchise stores, we will also continually evaluate our mix of Company-owned and
franchise stores and strategically acquire franchise stores and refranchise Company-
owned stores.

Continue to grow our international business

Implementation Of Services Characteristics in Pizza Industry :-

Intangibility :-
This particular industry is extremely intangible in nature as the focus is on quality as
well as taste of the product.The additional aspect of home delivery adds to the
intangibility of the industry.Now consumer feel the taste & quality of the product &
often it is resembled only through their buying pattern.Nowadays home delivery is
becoming a key differentiator companies are offering quick delivery but the
competitive point is the one which offers best quality as quickly as possible.

Inseparability of production & consumption :-


In this industry production & consumption goes on simultaneously & is very volatile
both things are related as the production of Pizza takes place in lieu of orders
placed.All the things are instantaneous in nature but the company has to make proper
forecast of what can be the number of customers visiting them & how can they fulfil
all their demands.

Variability :-
In this industry the taste of the products are not much variable as the basic thing is
Pizza but yes creating new variants & adopting many differentiation in nature of the
product creates variation.Coming to the aspect of home delivery the delivery time
becomes the point of differentiation.Also the extent to which the poduct remains
fresh.

Perishability :-
In this case once the order is placed the customer requires it to be fulfilled to the best
extent i.e upto it’s taste requirement.Many a times it may happen that the required
quality is not delivered or it is not delivered in prescribed time period.So this leads to
perishability of services.

DOMINOS QUESTIONNAIRE
Q1) I Feel difficulties while placing order directly.
(a) Strongly Agree (b) Agree (c) Neither Agree nor Disagree (d) Disagree (e)
Strongly disagree.

Difficulty in order placing

0%
2%
4%
Strongly agree

agree

34% neither agree nor


disagree
60% disagree

stronglydisagree

Thus we see that majority customers are happy while placing orders.This enhances
the first image of the company.

Q2) Rate Dominos for keeping its promise.


(a) Extremely Satisfied (b) Satisfied (c) Neither Satisfied nor Dissatisfied (d)
Dissatisfied (e) Extremely Dissatisfied.
keeping the promise

2%
4%
8% Extremely satisfied

satisfied

46% neither satisfied nor


dissatisfied
dissatisfied
40%
Extremely
dissatisfied

Thus majority of customers are satisfied by the promise delivery of dominos & they
feel that the service which they intend to offer is offered upto the expectation.

Q3) Rate Dominos for its “30 minutes nahi to free” campaign.
(a) Extremely Satisfied (b) Satisfied (c) Neither Satisfied nor Dissatisfied (d)
Dissatisfied (e) Extremely Dissatisfied.

30 mins campaign
Extremely
dissatisfied
4%
dissatisfied
4%
neither Extremely satisfied
satisfied nor
dissatisfied satisfied
0%
Extremely neither satisfied nor
satisfied satisfied dissatisfied
40% 52% dissatisfied

Extremely
dissatisfied

Thus we see that dominos keeps it’s promise of delivering within time.
Q4) I am satisfied by the services provide by the Dominos.
(a) Yes (b) No (c) Can’t say

satisfied by Dominos

can't say
12%
no
4%

yes
no
can't say

yes
84%

Thus majority of customers are satisfied by the services offered by Dominos.

Q5) Dominos always gives value for money.


(a) Yes (b) No (c) Can’t say

value for money

can't say
10%
no
8%

yes
no
can't say

yes
82%
Q6) Dominos delivers pizzas within reasonable time period.
(a) Extremely Satisfied (b) Satisfied (c) Neither Satisfied nor Dissatisfied (d)
Dissatisfied (e) Extremely Dissatisfied.

delivers Pzza within time


Extremely
dissatisfied
2%
dissatisfied
10%
Extremely satisfied
neither
satisfied nor
satisfied
dissatisfied
0% Extremely
satisfied neither satisfied nor
48% dissatisfied
satisfied dissatisfied
40%
Extremely
dissatisfied

Q7) Rate Dominos for its quality of the pizzas.


(a) Extremely Satisfied (b) Satisfied (c) Neither Satisfied nor Dissatisfied (d)
Dissatisfied (e) Extremely Dissatisfied.

quality of Pizza
Extremely
dissatisfied
2%
dissatisfied
4%
neither Extremely satisfied
satisfied nor
dissatisfied satisfied
10%
neither satisfied nor
satisfied dissatisfied
22% Extremely
satisfied dissatisfied
62%
Extremely
dissatisfied

Thus majority of people are satisfied by the quality of Pizzas offered by


Dominos.This explains that the company focuses a lot implementing quality standards
& giving maximum quality.

Q8) Rate the staff at Dominos on being courteous.


(a) Extremely Satisfied (b) Satisfied (c) Neither Satisfied nor Dissatisfied (d)
Dissatisfied (e) Extremely Dissatisfied.

courteousness of staff

neither
satisfiedExtremely
nor
dissatisfied
dissatisfied
dissatisfied Extremely satisfied
2% 4%
satisfied
2%
10% satisfied

neither satisfied nor


dissatisfied
dissatisfied

Extremely Extremely
satisfied dissatisfied
82%

Thus the staff of Dominos is highly polite & provides a suitable ambience.

Q9) Dominos would be my First choice.


(a) Yes (b) No (c)Can’t say
First choice or not

can't say
8%
no
8%

yes
no
can't say

yes
84%

Thus majority of customer are satisfied with dominos & would not mind in making it
as their first choice.

Q10) Rate Dominos for its order placement system over the phone.
(a) Extremely Satisfied (b) Satisfied (c) Neither Satisfied nor Dissatisfied (d)
Dissatisfied (e) Extremely Dissatisfied.

Ordering over phone

neither
satisfiedExtremely
nor
dissatisfied
dissatisfied Extremely satisfied
dissatisfied
4% 2% 4%
satisfied
10% satisfied

neither satisfied nor


dissatisfied
dissatisfied

Extremely
Extremely
satisfied dissatisfied
80%

Most of the customers are satisfied by ordering over phone & get their desired pizza
well in time & in proper condition.

Q11) I would recommend Dominos to others.


(a) Yes (b) No (c)Can’t cay

Reccomendation

can't say
14%

no
8%
yes
no
can't say

yes
78%

Quality of Physical Evidence :-

Logo
Sample parking space.
Good infrastructure.
Use of modern technology equipments.Clean and friendly services.

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