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VISHWESHWER EDUCATION SOCIETY’S
WESTERN COLLEGE OF COMMERCE AND BUSINESS MANAGEMENT
SANPADA, NAVI MUMBAI
UNIVERSITY OF MUMBAI
PROJECT REPORT
STUDY ON CONSUMER SATISFACTION OF
DOMINO’S PIZZA
IN PARTIAL FULFILLMENT OF THE COURSE OF
BACHELOR OF MANAGEMENT STUDIES
SUBMITTED BY
MR. ROBIN PAULOSE
TYBMS SEM VI
2018 - 2019
UNDER THE GUIDANCE OF
PROF. SWATI. K GAIKWAD

VISHWESHWAR EDUCATION SOCIETY’S
UNIVERSITY OF MUMBAI
PROJECT REPORT
STUDY ON CONSUMER SATISFACTION OF
DOMINO’S PIZZA
IN PARTIAL FULFILLMENT OF THE COURSE OF
BACHELOR OF MANAGEMENT STUDIES
SUBMITTED BY
MR. ROBIN PAULOSE
TYBMS SEM VI
2018 - 2019
UNDER THE GUIDANCE OF
PROF. SWATI. K GAIKWAD

VISHWESHWER EDUCATION SOCIETY’S
CERTIFICATE
This is to certify that Mr/Ms VALAMKOT ROBIN PAULOSE has worked and duly completed
his/her project Work for the degree of Bachelor of Management Studies under the Faculty of
Commerce in the subject of MARKETING and her/ his project is entitled, STUDY OF
CONSUMER SATISFACTION OF DOMINO’S PIZZA under my supervision.
I further certify that the entire work has been done by the learner under my guidance and that no part
of it has been submitted previously by Degree or Diploma of any University.
It is her/his own work and facts reported by her/ his personal findings and investigations.
Internal Guide Principal
BMS Coordinator External Examiner
Date of Submission:
DECLARATION
I the undersigned Miss/Mr VALAMKOT ROBIN PAULOSE hereby declare that the work embodied
in this project work titled “STUDY OF CONSUMER SATISFACTION OF DOMINO’S PIZZA”,
forms my own contribution to the research work carried out under the guidance of Prof. SWATI K.
GAIKWAD is a result of my own research work and has not been previously submitted to any other
University for any other Degree or Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been clearly indicated as such
and included in the bibliography.
I, hereby declare that all information of this document has been obtained and presented in accordance
with academic rules and ethnic conduct.
ROBIN PAULOSE
Certified by
SWATI K. GAIKWAD
Acknowledgement
To list who all have helped me is difficult because they are so numerous and the depth is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh dimensions in the
completion of the project.
I take this opportunity to thank the University of Mumbai for giving me chance to do this project.
I would like to thank my Principal Dr. Suzy Kuriakose, for providing the necessary facilities
required for completion of the project.
I take this opportunity to thank our Coordinator Prof. Kazanfar Khan, for her moral support and
guidance.
I would also like to express my sincere gratitude towards my project guide Prof. Swati K. Gaikwad
whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference books and magazines
related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my project.
EXECUTIVE SUMMARY
The service in India is booming day by day. Due to technological advancement, education, changing
lifestyle, etc preferences of people are changing. Due to irregular work schedule in a metropolitan
city like Mumbai, Delhi, etc people prefer to have fast food to avoid time utilization. There are
various providers of junk food in the market; some are local food joints whereas some are
international brands. Junk food includes international cuisine such as Italian or Chinese were as
Indian junk food includes the pani puri, vada pav, etc. Some international food joints are Domino’s,
Pizza Hut, etc.
Here in this research project, I am studying Domino’s strategies used to sustain in the market, food
item provided, customer attraction strategies, etc.
But the main aim is to check whether the customers of Domino’s are satisfied with the hospitality
and how does customer satisfaction affects the sale and reputation of Domino’s. And what are the
recommendations Domino’s needs to improve in its services, hospitality to increase customer
satisfaction and increase its customer base in the Indian market.
INDEX
Chapter TABLE OF CONTENTS Page No.

No.
1 INTRODUCTION 1- 52
1.1 1.1 Introduction to Fast Food Industry
1.1.2 Growth & Progress
1.1.3 Criteria for Customer Satisfaction in Fast Food industry
1.2 Customer Satisfaction
1.2.1 Importance of Customer Satisfaction
1.2.2 Significance of Customer Satisfaction
1.2. 3 C’s of Customer Satisfaction
1.3 Theoretical Explanation of Customer Satisfaction
1.4 Marketing Mix
1.5 Overview of Domino’s Pizza
1.5.1 History
1.5.2 Organisational Team
1.5.3 Awards
1.6 Distribution and Franchises
1.7 Major Competitors
1.8 Popularity
2 REARCH METHODOLOGY 53 -55

2.1 Objective of Study
2.2 Scope of Study
2.3 Need of Study
2.4 Sample Size
2.5 Collection of Data
3 REVIEW OF LITERATURE 56 -58

3.1 Introduction
3.2 Consumer Behaviour
3.3 Consumer Attitude
4 DATA ANALYSIS AND INTERPRETATION 59-73
5 CONCLUSION AND SUGGESTIONS 74-75

5.1 Conclusion
5.2 Suggestions
5.3 Limitation
6 BIBLIOGRAPHY 76
CHAPTER 1. INTRODUCTION TO FAST FOOD INDUSTRY
1.1.1 Introduction
Fast food is a mass-produced food that is prepared and served very quickly. The food is typically less
nutritionally valuable compared to other foods and dishes. While any meal with low preparation time
can be considered fast food, typically the term refers to food sold in a restaurant or store with
preheated or precooked ingredients, and served to the customer in a packaged form for take-
out/take-away.
Fast food restaurants are traditionally distinguished by their ability to serve food via a drive-through.
Outlets may be stands or kiosks, which may provide no shelter or seating, or fast food restaurants
(also known as quick service restaurants). Franchise operations that are part of restaurant chains
have standardized foodstuffs shipped to each restaurant from central locations.
Fast food began with the first fish and chip shops in Britain in the 1860s. Drive-through restaurants
they’re first popularized in the 1950s in the United States. The term "fast food" was recognized in a
dictionary by Merriam–Theybster in 1951.
According to the National Institutes of Health (NIH), fast foods are quick alternatives to home-cooked
meals. They are also high in saturated fat, sugar, salt and calories. Eating too much fast food has been
linked to, among other things, colorectal cancer, obesity and high cholesterol.
The traditional family dinner is increasingly being replaced by the consumption of takeaway, or eating
"on the run". As a result, the time invested on food preparation is getting lotheyr and lotheyr, with an
average couple in the United States spending 47 minutes and 19 seconds per day on food
preparation in 2013.
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The concept of ready-cooked food for sale is closely connected with urban developments. Eating out,
which had previously been considered a luxury, became a common occurrence, and then a necessity.
Workers, and working families, needed quick service and inexpensive food for both lunch and dinner.
This need is what drove the phenomenal success of the early fast food giants, which catered to the
family on the go (Franklin A. Jacobs). Fast food became an easy option for a busy family, as is the case
for many families today.
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1.1.2 GROWTH & PROGRESS
The fast food industry in India has evolved with the changing lifestyles of the young Indian
population. The sheer variety of gastronomic preferences across the regions, hereditary or acquired,
has brought about different modules across the country. It may take some time for the local
enterprise to mature to the level of international players in the field.
Many of the traditional dishes have been adapted to suit the emerging fast food outlets. The basic
adaptation is to decrease the processing and serving time. For example, the typical meal which called
for being served by an ever alert attendant is now offered as a Mini-Meal across the counter. In its
traditional version, a plate or a banana leaf was first laid down on the floor or table. Several helpers
then waited on the diner, doling out different dishes and refilling as they got over in the plate.
In the fast food version, a plate already arranged with a variety of cooked vegetables and curries
along with a fixed quantity of rice and Indian flatbreads is handed out across the counter against a
prepaid coupon. The curries and breads vary depending on the region and local preferences. The
higher priced ones may add a stheyet to the combination. Refills are generally not offered.
The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence it is
common to serve different cuisines at different counters within the same premises. Presence of a
large vegetarian population, who eschew non-vegetarian food, has given rise to outlets which
exclusively serve vegetarian fast food. Also, different variety of food may be served depending on the
times of the day. Beverages such coffee, tea, soft drinks and fruit juices may also be served in such
outlets. Some outlets may additionally have specially designed counters for ice-cream, chaats etc.
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Popular formats of fast food business in India have the following features in
common:
 Wide opening on the road side


 Easy to maintain and durable décor


 A cash counter where food coupons are sold


 A food delivery counter which invariably is granite topped


 Additional counters for Ice Creams, Chaats, Beverages etc.


 A tile fitted kitchen located so as to be visible to the customers


 Tall tables, usually of stainless steel, where one can eat while standing

 A drinking water fountain adorned with a water filter


 Rust-proof and non-breakable crockery
Most of the fast food outlets in India are stand alone establishment, few of them having more
than one branch.
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1.1.3 CRITERIA FOR CUSTOMER SATISFACTION IN FAST FOOD INDUSTRY
For fast food industries, customer opinions about critical elements of the dining
experience include:
 Staff courtesy and helpfulness

 How they the staff communicate with you & solve their queries?

 Check-Out or delivery speed

 How fast & in what condition do you receive their order ?

 Order accuracy
 Do you receive the correct orders?

 Restaurant layout and cleanliness

 Is the hygiene maintained?

 Food variety
 What are the varieties of food available & do you want more?

 Food quality
 Are you satisfied with the quality of food provided?
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1.2.1 IMPORTANCE OF CUSTOMER SATISFACTION
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions.
Customer satisfaction is an abstract concept and involves such factors as the quality of the product,
the quality of the service provided, the atmosphere of the location where the product or service is
purchased, and the price of the product or service. Businesses often use customer satisfaction
surveys to gauge customer satisfaction. These surveys are used to gather information about
customer satisfaction. Typical areas addressed in the surveys include:
 Quality of product

 Value of product relative to price - a function of quality and price


 Time issues, such as product availability, availability of sales assistance, time waiting at checkout,
and delivery time

 Atmosphere of store, such as cleanliness, organization, and enjoyable shopping environment


 Convenience such as location, parking and hours of operation.
Expectations of a customer on a product tell us his anticipated performance for that product. As it is
suggested in the literature, consumers may have various "types" of expectations when forming
opinions about a product's anticipated performance. For example, four types of expectations are
identified by Miller (1977): ideal, expected, minimum tolerable, and desirable. While, Day (1977)
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indicated among expectations, the ones that are about the costs, the product nature, the efforts in
obtaining benefits and lastly expectations of social values. Perceived product performance is
considered as an important construct due to its ability to allow making comparisons with the
expectations.
Satisfaction is as a judgment following a consumption experience - it is the consumer’s judgment that

a product provided a pleasurable level of consumption-related fulfilment. Most research confirms
that the confirmation or disconfirmation of pre-consumption expectations is the essential
determinant of satisfaction. This means that customers have a certain predicted product
performance in mind prior to consumption.
During consumption, customers experience the product performance and compare it to their
expected product performance level. Satisfaction judgments are then formed based on this
comparison. The resulting judgment is labelled positive disconfirmation if the performance is better
than expected, negative disconfirmation if it is worse than expected, and simple confirmation if it is
as expected. In short, customers evaluate product performance by comparing what they expected
with what they believe they received.
EXAMPLE
Let us take for instance, an airline passenger David who has bought an economy class ticket from
London to Singapore. He paid a premium of £450 for a direct flight rather than one that had a four-
hour stopover in Dubai. He had firm expectations that his travel time would be short. Now, imagine
that there was a six-hour flight delay and he had to wait these many hours at the airport. He had high
expectations as he paid a premium price for high-quality product/ airline and now was deeply
disappointed when the product failed to deliver. He was very dissatisfied.Assume the same scenario,
but this time, not only was the flight on time, but David was also upgraded to business class. His
expectations were exceeded, and he was highly satisfied.
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1.2.2 SIGNIFICANCE OF CUSTOMER SATISFACTION
1. It’s a leading indicator of consumer repurchase intentions and loyalty
Customer satisfaction is the best indicator of how likely a customer will make a purchase in the
future. Asking customers to rate their satisfaction on a scale of 1-10 is a good way to see if they will
become repeat customers or even advocates. Any customers that give you a rating of 7 and above,
can be considered satisfied, and you can safely expect them to come back and make repeat
purchases. Customers who give you a rating of 9 or 10 are your potential customer advocates who
you can leverage to become evangelists for your company.
Scores of 6 and below are warning signs that a customer is unhappy and at risk of leaving. These
customers need to be put on a customer watch list and followed up so you can determine why their
satisfaction is low.
That’s why it’s one of the leading metrics businesses use to measure consumer repurchase and
customer loyalty.
2. It’s a point of differentiation
In a competitive marketplace where businesses compete for customers; customer satisfaction is

seen as a key differentiator. Businesses who succeed in these cut-throat environments are the ones
that make customer satisfaction a key element of their business strategy.
If you had a recommendation for one business would that sway your opinion? Probably. So how does
that recommendation originally start? More than likely it’s on the back of a good customer
experience. Companies who offer amazing customer experiences create environments where
satisfaction is high and customer advocates are plenty.
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This is an example of where customer satisfaction goes full circle. Not only can customer satisfaction
help you keep a finger on the pulse of your existing customers, it can also act as a point of
differentiation for new customers.
3. It reduces customer churn
An Accenture global customer satisfaction report (2008) found that price is not the main reason for
customer churn; it is actually due to the overall poor quality of customer service.
Customer satisfaction is the metric you can use to reduce customer churn. By measuring and tracking
customer satisfaction you can put new processes in place to increase the overall quality of your
customer service.
4. It increases customer lifetime value
A study by Info Quest found that a ‘totally satisfied customer’ contributes 2.6 times more revenue
than a ‘somewhat satisfied customer’. Furthermore, a ‘totally satisfied customer’ contributes 14
times more revenue than a ‘somewhat dissatisfied customer’.
Satisfaction plays a significant role in how much revenue a customer generates for your business.
Successful businesses understand the importance of customer lifetime value (CLV). If you increase
CLV, you increase the returns on your marketing dollar. Customer lifetime value is a beneficiary of
high customer satisfaction and good customer retention.
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5. It reduces negative word of mouth
McKinsey found that an unhappy customer tells between 9-15 people about their experience. In fact,
13% of unhappy customers tell over 20 people about their experience. Customer satisfaction is tightly
linked to revenue and repeat purchases. What often gets forgotten is how customer satisfaction
negatively impacts your business. It’s one thing to lose a customer because they were unhappy. It’s
another thing completely to lose 20 customers because of some bad word of mouth.
6. It’s cheaper to retain customers than acquire new ones
This is probably the most publicized customer satisfaction statistic out there. It costs six to seven
times more to acquire new customers than it does to retain existing customers.
If that stat does not strike accord with you then there’s not much else I can do to demonstrate why
customer satisfaction is important.
Customers cost a lot of money to acquire. You and your marketing team spend thousands of dollars
getting the attention of prospects, nurturing them into leads and closing them into sales.
Most companies think they are the best and they have no unhappy customers. The reality is, 96% of
unhappy customers don’t complain. In fact, Financial Training Services found that most simply just
leave and never come back.
Customer satisfaction plays an important role within your business. Not only is it the leading indicator
to measure customer loyalty, identify unhappy customers, reduce churn and increase revenue; it is
also a key point of differentiation that helps you to attract new customers in competitive business
environments.
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1.3 3C’S OF CUSTOMER SATISFACTION
1. Customer-journey consistency
Getting consistency right also requires the attention of top leadership. Businesses need to have clear
policies, rules and supporting mechanisms to ensure every interaction they have with a customer is
consistent.
For example, a customer might first touch sales, then customer support, then an account manager.
The customer journey involves many touch points, you’re job is to ensure all of your team know the
overall message you want to deliver. You can’t have half of your team offering a high level of service
and the other half offering none.
It’s well understood that companies must continually work to provide customers with superior service,
with each area of the business having clear policies, rules, and supporting mechanisms to ensure
consistency during each interaction. However, few companies can deliver consistently across customer
journeys, even in meeting basic needs.
Simple math illustrates why this is so important in a world of increasingly multichannel, multitouch
customer journeys. Assume a customer interacts six times with a pay-TV company, starting when he
or she undertakes online research into providers and ending when the first bill is received 30 days after
service is installed. Assuming a 95 percent satisfaction rate for each individual interaction—whether
measuring responsiveness, the accuracy of information, or other factors—even this level of
performance means that up to one in four customers will have a poor experience during the on-
boarding journey.
The fact is that consistency on the most common customer journeys is an important predictor of
overall customer experience and loyalty. Banks, for example, saw an exceptionally strong correlation
between consistency on key customer journeys and overall performance in customer experience. And
when we sent an undercover-shopping team to visit 50 bank branches and contact 50 bank call centers,
the analysis was confirmed: for lower-performing banks, the variability in experience was much higher
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among a typical bank’s branches than it was among different banks themselves. Large banks typically
faced the greatest challenge.
2. Emotional consistency
Trust is one of the biggest drivers of satisfaction and loyalty. A recent study found that customers,
who had positive customer experience emotions, encompassed a feeling of trust. For example, a
customer might be blown head over heels by one of your team members exceeding their
expectations. The next minute, they might be given adequate service.
Although the customer was happy with the adequate service, since the experience wasn’t the same
as the first one, they could be left feeling unsatisfied. This is where emotional consistency needs to
be considered in your customer experience strategy. What level of service do you want to deliver to
your customers? How do you plan on wowing them?
Whatever strategies, tactics and processes you put in place – ensure they are consistent right across
all customer touch points. What is also striking is how valuable the consistency-driven emotional
connection is for customer loyalty. For customers in the banking industry, “a brand I feel close to”
and “a brand that I can trust” were the top drivers for differentiation on customer experience.
3. Communication consistency
What message are you sending your customers? How do you want them to view your company and
your brand?
The same recent study also found that being consistent with your communication is a key factor in
creating high customer satisfaction. It recommends you think about the promises you are making
with your messaging. For example, Jet star has built trust with customers through delivering a
consistent brand message.
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As a customer, you enter every interaction with expectations of what the product and service will be
like. As a company, it’s your job to make sure the brand messaging that you communicate with
customers is consistent.
The trouble really starts when your team is not on the same page. Marketing might be pushing one
message, sales might be pushing another – if there is no consistency about what you are saying and
how you are positioning yourself – the customer will be at risk of misinterpreting what to expect, and
in turn, being unsatisfied with the experience.
A company’s brand is driven by more than the combination of promises made and promises kept.
What’s also critical is ensuring customers recognize the delivery of those promises, which requires
proactively shaping communications and key messages that consistently highlight delivery as well as
themes. Southwest Airlines, for example, has built customer trust over a long period by consistently
delivering on its promise as a no-frills, low-cost airline. Similarly, Progressive Insurance created an
impression among customers that it offered lower rates than its competitors in the period from 1995 to
2005 and made sure to highlight when it delivered on that promise. Progressive also shaped how
customers interpreted cost-reduction actions such as on-site resolution of auto claims by positioning
and reinforcing these actions as part of a consistent brand promise that it was a responsive, technology-
savvy company. In both cases, customer perceptions of the brands reinforced operational realities.
Such brands generate a reservoir of goodwill and remain resilient on the basis of their consistency over
time in fulfilling promises and their strong, ongoing marketing communications to reinforce those
experiences.
Becoming a company that delivers customer-journey excellence requires many things to be done well.
But we’ve found that there are three priorities. First, take a journey-based approach. For companies
wanting to improve the customer experience as a means of increasing revenue and reducing costs,
executing on customer journeys leads to the best outcomes. We found that a company’s performance
on journeys is 35 percent more predictive of customer satisfaction and 32 percent more predictive of
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customer churn than performance on individual touchpoints. Since a customer journey often touches
different parts of the organization, companies need to rewire themselves to create teams that are
responsible for the end-to-end customer journey across functions. While we know there are an infinite
number of journeys, there are generally three to five that matter most to the customer and the
business—start your improvements there.
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1.4 MARKETING MIX
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THE 7 PS’ OF MARKETING MIX ARE AS FOLLOWS:
1. Product
Product refers to what you are selling, including all of the features, advantages and benefits that your
customers can enjoy from buying your goods or services. When marketing your product, you need to
think about the key features and benefits your customers want or need, including (but not limited to)
styling, quality, repairs, and accessories.
2. Price
This refers to your pricing strategy for your products and services and how it will affect your
customers. You should identify how much your customers are prepared to pay, how much mark-up
you need to cater for overheads, your profit margins and payment methods, and other costs. To
attract customers and retain your competitive advantage, you may also wish to consider the
possibility of discounts and seasonal pricing.
3. Promotion
These are the promotional activities you use to make your customers aware of your products and
services, including advertising, sales tactics, promotions and direct marketing. Generally these are
referred to as marketing tactics.
4. Place
Place is where your products and services are seen, made, sold or distributed. Access for customers
to your products is key and it is important to ensure that customers can find you. Companies can set
yourself apart from your competition through the design of your retail space and by using effective
visual merchandising techniques. If you are not a retail business, place is still an important part of
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your marketing. Your customers may need a quick delivery turnaround, or want to buy locally
manufactured products.
5. People
People refer to the staff and salespeople who work for your business, including you. When you
provide excellent customer service, you create a positive experience for your customers, and in doing
so market your brand to them. In turn, existing customers may spread the word about your excellent
service and you can win referrals.
6. Process
 Process refers to the processes involved in delivering your products and services to the
customer. It is also about being 'easy to do business with'.
 Having good process in place ensures that -
 repeatedly deliver the same standard of service to your customers
 save time and money by increasing efficiency.
7. Physical Evidence
Physical evidence refers to everything your customers see when interacting with your business. This
includes:
 the physical environment where you provide the product or service

 the layout or interior design
 your packaging
 your branding.
 Physical evidence can also refer to your staff and how they dress and act.
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1.3 THEREOTICAL EXPLANATION OF CUSTOMER SATISFACTION
In literature antecedents of satisfaction are studied from different aspects. The considerations extend
from psychological to physical and from normative to positive aspects. However, in most of the cases
the consideration is focused on two basic constructs as customers expectations prior to purchase or use
of a product and his relative perception of the performance of that product after using it.
A customer's expectations about a product tell us how he or she anticipates how that product will
perform. As it is suggested in the literature, consumers may have various "types" of expectations when
forming opinions about a product's anticipated performance. For example, four types of expectations
are identified by Miller (1977): ideal, expected, minimum tolerable, and desirable. While, Day (1977)
indicated among expectations, the ones that are about the costs, the product nature, the efforts in
obtaining benefits and lastly expectations of social values. Perceived product performance is
considered as an important construct due to its ability to allow making comparisons with the
expectations.
It is considered that customers judge products on a limited set of norms and attributes. Olshavsky and
Miller (1972) and Olson and Dover (1976) designed their researches as to manipulate actual product
performance, and their aim was to find out how perceived performance ratings were influenced by
expectations. These studies took out the discussions about explaining the differences between
expectations and perceived performance.
In some research studies, scholars have been able to establish that customer satisfaction has a strong
emotional, i.e., affective, component. Still others show that the cognitive and affective components of
customer satisfaction reciprocally influence each other over time to determine overall satisfaction.
Especially for durable goods that are consumed over time, there is value to taking a dynamic
perspective on customer satisfaction. Within a dynamic perspective, customer satisfaction can evolve
over time as customers repeatedly use a product or interact with a service. The satisfaction experienced
with each interaction (transactional satisfaction) can influence the overall, cumulative satisfaction.
Scholars showed that it is not just overall customer satisfaction, but also customer loyalty that evolves
over time.
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The Disconfirmation Model
"The Disconfirmation Model is based on the comparison of customers’ [expectations] and their
[perceived performance] ratings. Specifically, an individual’s expectations are confirmed when a
product performs as expected. It is negatively confirmed when a product performs more poorly than
expected. The disconfirmation is positive when a product performs over the expectations (Churchill &
Suprenant 1982). There are four constructs to describe the traditional disconfirmation paradigm
mentioned as expectations, performance, disconfirmation and satisfaction."Satisfaction is considered
as an outcome of purchase and use, resulting from the buyers’ comparison of expected rewards and
incurred costs of the purchase in relation to the anticipated consequences. In operation, satisfaction is
somehow similar to attitude as it can be evaluated as the sum of satisfactions with some features of a
product."In the literature, cognitive and affective models of satisfaction are also developed and
considered as alternatives(Pfaff, 1977). Churchill and Suprenant in 1982 evaluated various studies in
the literature and formed an overview of Disconfirmation process in the following figure:"
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1.5 OVERVIEW OF DOMINOS
Domino’s is the second largest pizza restaurant chain in the world, with more than 14,200 locations in
over 85 markets. Founded in 1960, their roots are in convenient pizza delivery, while a significant
amount of their sales also come from carryout customers. Although they are a highly-recognized
global brand, they focus on serving the local neighbourhoods in which live and do business through
our large network of franchise owners and Company-owned stores. On average, we sell more than
1.5 million pizzas each day throughout our globally.
Their business model is straightforward: they handcraft and serve quality food at a competitive price,
with easy ordering access and efficient service which are aided by our technology.Domino’s
generates revenues and earnings by charging royalties to its franchisees. Royalties are ongoing
percent-of-sales fees for use of the Domino’s brand marks. The Company also generates revenues
and earnings by selling food, equipment and supplies to franchisees primarily in the U.S. and Canada,
and by operating a number of our own stores. Franchisees profit by selling pizza and other
complementary items to their local customers. In our international markets, we generally grant
geographical rights to the Domino’s Pizza® brand to master franchisees. These master franchisees
also profit by running pizza stores, and often by sub-franchising and selling ingredients and
equipment to those sub-franchisees.
Their business model can yield strong returns for their franchise owners and Company-owned stores.
It can also yield significant cash flow to us, through a consistent franchise royalty payment and supply
chain revenue stream and with moderate capital expenditures. We have historically returned cash to
shareholders through dividend payments and share buybacks since becoming a publicly traded
company.
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VISION
EXCEPTIONAL PEOPLE ON A MISSION, TO BE THE BEST PIZZA DELIVERY COMPANY IN THE

WORLD.
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1.5.1 HISTORY
Founded in 1960, domino´s pizza is the recognized world leader in pizza delivery segment operating a
network of company-owned and franchise-owned restaurants in the united states and international
markets.
Domino’s pizza’s vision illustrates a company of exceptional people on a mission to be the best pizza
delivery company in the world. Domino´s started out small with the legendary tom monaghan who
bought his first pizza restaurant and called it dominick’s.it was re-christened domino´s pizza in 1965.
However, in 1978, the 200th domino´s restaurant opened, and things really began to cook. By 1983
there were 1000 domino´s restaurants, rising to 5000 in 1989. Today, there are more than 9000
franchised and company owned restaurants in the united states and 60 international markets
domino’s is listed on the nyse under the symbol "dpz." the domino’s pizza® brand was named a
megabrand by advertising age magazine.
It was also named as "chain of the year" by pizza today magazine, the leading publication of the pizza
industry. In 2009, domino’s ranked number one in guest satisfaction in a survey of consumers of the
u.s.
Largest limited service restaurants, according to the annual american guest satisfaction index (acsi).
Domino’s has expanded its menu significantly since 2008 to include oven baked sandwiches and
breadbowl pasta, and recently debuted its ’inspired new pizza’- a permanent change to its core hand-
tossed product, reinvented from the crust up with new sauce, cheese and garlic seasoned crust.
23
1.5.2 ORGANISATIONAL TEAM
David A. Brandon
Chairman
David Brandon is currently Chairman of the Board of Directors of Domino’s Pizza, a position he has
held since 1999. From March 1999 to March 2010, he served as CEO of the company. Mr. Brandon is
currently Chairman and CEO of Toys “R” Us, Inc., heading up the Toys “R” Us, Babies “R” Us and FAO
Schwarz retail brands. The company operates more than 866 stores in the U.S. and more than 730
locations worldwide.
J. Patrick Doyle
24
Patrick Doyle serves as president and CEO. Prior to his role as CEO, he was president of Domino’s USA
– leading all domestic retail operations, including Team USA, franchise operations, franchise
development and marketing. The role of president of Domino’s USA was a newly created position in
2007, after Doyle had been with the company for 10 successful years. He had previously held the
position of executive vice president of Team USA.
Diana F. Cantor
Diana F. Cantor has served on our Board of Directors since October 2005, serves as the Chairperson
of the Audit Committee of the Board of Directors and also serves on the Nominating and Corporate
Governance Committee of the Board of Directors. Ms. Cantor joined Alternative Investment
Management, LLC as a Partner in January 2010 and is the Chairman of the Virginia Retirement
System, where she also serves on the Audit and Compliance Committee.
Gregory A. Trojan
25
Gregory A. Trojan has served on our Board of Directors since March 2010 and also serves on the
Audit Committee of the Board of Directors. Mr. Trojan is currently the CEO and President of BJ's
Restaurants, Inc., a casual dining restaurant company located in Huntington Beach, California. He was
elected to the BJ's Board of Directors in December 2012. Prior to joining BJ's, he was the CEO of
Guitar Center, Inc. from 2010 through 2012, where he served as President and Chief Operating
Officer from 2007 to 2010.
James A. Goldman
James A. Goldman has served on our Board of Directors since March 2010 and also serves on the
Compensation Committee of the Board of Directors. Mr. Goldman served as President and CEO and
Board member of Godiva Chocolatier Inc., based in New York City from 2004 to 2014. He was
President of the Foods and Beverage Division at Campbell Soup Company from 2001 to 2004. He
worked in various executive positions at Nabisco Inc. from 1992 to 2000.
Andrew B. Balson
26
Andrew B. Balson has served on our Board of Directors since March 1999. He serves as the
Chairperson of the Board of Directors’ Compensation Committee and also serves on the Nominating
and Corporate Governance Committee. Mr. Balson is the CEO of Match Beyond, which empowers
young adults to advance their education through personal coaching, study support and job
placement services in a low-cost and flexible college environment.
27
1.5.3 AWARDS & RECOGNITION
HUMAN RESOURCES AWARDS
1. The Images Most Admired Retailer of the Year: Food-service. This award has been bestowed by
Indian Retail forum at the 8th annual Images Retail Award.
2. Mr. Basab Bordoloi won HR leadership award in Asia’s Best Employer Brand
Awards - 2010 by World HRD Congress.
3. Mr. Basab Bordoloi won "Most Powerful HR Professional of India" award in Asia’s
Best Employer Brand Awards - 2010 by World HRD Congress.
4. Jubilant Food Works Ltd won the award for ’Continuous Innovation in HR Strategy at work’ in Asia’s
Best Employer Brand Award - 2010 by World HRD Congress.
5. Ranked 9th Best Employer 2009 in India in Hewitt’s Best Employers survey 2009.
6. Ranked amongst the top 25 best employers across Asia pacific market, which includes Australia/New
Zealand, China, India, Hong Kong, Malaysia, Korea & Singapore, in Hewitt’s Best Employers
survey 2009.
7. Best employer in Retail and 3rd best employer in Services category in India - Hewitt’s Best
Employers survey 2009.
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8. HR leadership award - 4th Employer Branding Award 2009 - 10.
9. Regional Best Employer in hospitality by the "World HRD Congress" in 2009-10.
10. FUN @ Work award by the "World HRD Congress" in 2009-10
11. Highest employee engagement score amongst the "best companies" in BT-TNS- MERCER’s
"Best companies to work" in India survey.
12. Featured as "Fun place to work for" by Outlook Business in 2010.
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MARKETING AWARDS
1. JFL won IAMAI award for Best Search Marketing Campaign of the year. The Internet and Mobile
Association of India (IAMAI) is the only specialized industry body in India representing the interest
of Online and Mobile industry.
2. JFL accorded with three prestigious awards at the Coca Cola Golden Spoon Awards 2014
3. Domino's Pizza was accorded two Effie Awards 2013,
4. JFL has been recognized as the “Most Admired Retailer of the Year: Food Services-Domino's Pizza”
By Images Retail This is the third consecutive year when JFL has been conferred with this award.
5. 2013 - JFL was honoured with the ‘Digital Champion of the year award' in the Brand
Leadership Awards, endorsed by Asian Configuration of Businesses, CMO Asia.
6. 2013 - Jubilant Food works has been recognized with four Indian E Retail Congress Awards 2013
held on the 15th of Feb.
7. 2012 - Quick Service Food Delivery E Retailer of the year
8. 2012 - Best Guest Experience across e. Retail in India
9. Top 10 Marketers in 2010 for Marketing Ingenuity, Innovation and Impactful Launches awarded by
Financial Express
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10. Jubilant Food Works Ltd won the award for "Brand Excellence in service / hospitality industry" in
CMO Asia awards by CMO council.
11. 2012- won awards in 3 different categories in the Coca Cola Golden Spoon Awards 2012 on 12
December 2012
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DOMINO´S PIZZA INDIA - INTERNATIONAL OPERATIONS AWARDS
1. › Domino's Pizza India won the GOLD FRANNY award for the fastest growing Domino´s franchisee
in world for 3 consecutive times - 2006 2007 & 2008, presented by Domino's Pizza Inc.
2. › 2008: Domino's Pizza India won 1 International and 2 Asia Pacific awards
3. › 'Trainer of the year' - Domino's International.
4. › 'Supervisor of the year' - Asia Pacific
5. › 'Rookie Manager of the year' - Asia Pacific
7. › 'Supervisor of the year'- Domino's International.
9. › 'Manager of the year' - Asia Pacific
10. › 'Trainer of the year' - Asia Pacific
12. › 'Manager of the year' - Domino's International.
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13. › 'Supervisor of the year' - Asia Pacific
15. › 2004 / 2005 / 2009 Franchise Award - Award for Excellence in Franchising and Business
16. › Development. Domino´s Guest Service Food and Beverages
CEO ACHIEVEMENT AWARDS
1. › 2006/2007/2008 Distinguished Achievement Award of the International Franchising Association

presented to Domino´s Pizza India CEO Awards - Ajay Kaul (CEO India Subcontinent - Domino´s
Pizza India)
2. › Mr. Ajay Kaul won CEO with HR Orientation in Asia's Best Employer Brand Awards - 2010 by
World HRD Congress.
3. › 2010- Golden Spoon Award - Most Admired Food Professional Of The Year In Food And
Beverages
4. › 2009- Star Youth Achievement award.
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KEY MILESTONES ACHIEVED
1960 - Tom Monaghan and his brother James purchase "DomiNick's," a pizza restaurant in Ypsilanti,
Michigan. Monaghan borrowed $500 to buy the restaurant.
1961 -James trades his half of the business to Tom for a Volkswagen Beetle.
1965 - Tom Monaghan is sole owner of company, and renames the business "Domino's Pizza, Inc."
1967 - The first Domino's Pizza franchise restaurant opens in Ypsilanti, Michigan.
1968 - Company headquarters and commissary are destroyed by fire.
1975 - Amstar Corp., maker of Domino® Sugar, institutes a trademark infringement lawsuit against
Domino's Pizza. In 1980, Federal court rules Domino's Pizza did not infringe on the Domino® Sugar
trademark.
1983 - Domino's first international restaurant opens in Winnipeg, Canada. The 1000th Domino's
restaurant opens. The first Domino's restaurant opens on the Australian continent, in Queensland,
Australia.
1990 - Domino's Pizza signs its 1,000th franchise.
1992 - Domino's rolls out Breadsticks, the company's first national non-pizza menu item.
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1993 - Crunchy Thin Crust pizza is rolled out nationwide. The company discontinues the 30-minute
guarantee and re-emphasizes the Total Satisfaction Guarantee.
1994 - Buffalo Wings are rolled out in all U.S. restaurants.
1995 - Domino's Pizza International division opens its 1,000th restaurant. First restaurant opens on
African continent, in Cairo, Egypt.
1996 - Domino's launches its web site on the Internet (www.dominos.com). The company reaches
record sales of $2.8 billion system-wide.
1997 - Domino's Pizza opens its 1,500th restaurant outside the United States, opening seven
restaurants in 1 day on 5 continents consecutively. Domino's Pizza launches a campaign to update
the company logo and restaurant interior with brighter colors and a newer look.
1998 - Domino's Pizza founder, Tom Monaghan, announces retirement and sells the Company to Bain
Capital, Inc. Domino's launches another industry innovation, Domino's HeatWave®, a hot bag using
patented technology that keeps pizza oven-hot to the guest's door.
1999 - Dave Brandon is named Chairman and Chief Executive Officer of Domino's Pizza.
Domino's Pizza announces record results for 1999. Worldwide sales exceed $3.36 billion.Revenues
increased 4.4% over 1998
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2000 - Domino's Pizza International opens its 2,000th restaurant outside the United States. Domino's
Pizza celebrates 40 years of delivering pizza and innovation to homes around the world.
2001 - Domino's 7,000th restaurant opens in Brooklyn, New York. Domino's launches long-term
national partnership with the Make-A-Wish Foundation®.
2002 - In February 2002, Domino's Pizza acquired 82 franchised restaurants in the Phoenix, Ariz.,
market, making it the largest restaurant acquisition in the company's history. In August 2002,
Domino's kicked delivery up a notch with the introduction of Domino's Pizza Buffalo Chicken Kickers
and marked the creation of a whole new surprising category - premium chicken delivered right to the
door!
2003 - Domino's announces an exciting multi-year partnership by becoming the "Official Pizza of
NASCAR." Domino's is named Chain of the Year by Pizza Today magazine, a leading pizza trade
publication. Domino’s combines two culinary classics - pizza and Philadelphia Cheese Steak - to create
the all-new Domino's Philly Cheese Steak Pizza.
2004 - Domino's launches Domino's Cheesy Dots, delicious round balls of dough covered in a blend of
zesty melted cheeses. Domino's becomes an associate sponsor for the Drive for Diversity program, a
minority driver development program designed to provide a steady pipeline of well trained and
supported minority drivers for the NASCAR circuit.
2005 - The Domino's Pizza celebrates the completion of the three-year renovation of its World
Resource Center in Ann Arbor, Mich. The renovation marks the first major improvement to the
company's world headquarters since Domino's founder Tom Monaghan opened the sprawling
Domino's Farms. Domino's Pizza Australia opens its 400th restaurant in Aspley, Brisbane. Domino's
Pizza United Kingdom celebrates the opening of its 400th restaurant in Wadsley Bridge, Sheffield.
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Domino's raises $1.2 million for St. Jude Children's Research Hospital during its second annual
"Thanks and Giving" campaign.
Domino's Pizza efforts worldwide raise $220,000 to support southeast Asia tsunami relief efforts.
Domino’s Pizza launches its American Classic Cheeseburger Pizza in conjunction with its appearance
as a featured task on the NBC hit reality show, "The Apprentice."
2006 - Domino's celebrates the opening of its 8,000th restaurant with simultaneous celebrations of
the opening of its 5,000th U.S. restaurant in Huntley, Ill., and its 3,000th international restaurant in
Panama City, Panama. Domino's extends its status as the "Official Pizza of NASCAR" and the official
pizza of Michigan International Speedway. Domino's raises $1.34 million for St. Jude Children's
Research Hospital during its third annual "Thanks and Giving" campaign. Domino's Pizza introduces
Brownie Squares - warm, delicious, bite-sized brownies delivered with a fudge dipping sauce.
2007 - Domino's introduces OREO® Dessert Pizza-a thin dessert-style crust that's layered with vanilla
sauce and covered with OREO® cookie crumbles and then topped with sweet icing.Domino's
introduces its Veterans and Delivering the Dream franchising programs. Domino's rolls out online and
mobile ordering. Domino's is ranked in the Top 10 for the ninth time in Entrepreneur magazine's
annual listing of great franchise opportunities. Domino's launches its "You Got 30 Minutes" campaign
with new advertising agency, Crispin Porter + Bogusky.
2008 - Dominos’ launches another food delivery industry first: Pizza Tracker. This revolutionary
technology allows Domino's Pizza guest to follow the progress of their order online from the time
they
click the "Place Order" button or hang up the telephone until the Domino's delivery expert is
knocking on their door.
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2009 - Continuing its aggressive menu expansion, Domino's introduces a new line of pastas that
include a handmade, oven-baked bowl. Bread Bowl Pasta flavours includes Three Cheese
Mac-N- Cheese, Italian Sausage Marinara, Chicken Alfredo, Chicken Carbonara and Pasta Primavera.
Number one ranking in the American Guest Satisfaction Index Domino's introduces new chocolate
Lava crunch Cakes, oven-baked chocolate cakes crunchy on the outside, with a warm flowing
chocolate fudge inside . Domino's adds four bold new varieties to its oven baked sandwiches line
Italian Sausage and peppers, Buffalo Chicken with Blue Chesse ,Sweet and Spicy Chicken Habanero
and Mediterranean Veggie. In late December, Domino’s announces its inspired new pizza Reinvented
from the crust up, the new hand-tossed pizza features new sauce ,cheese and garlic-seasoned crust
The reformulation was one of the biggest moves in the company's 50-year history, and was inspired
by its toughest consumer critics. Domino's transparent approach to talking about this bold change
garnered much attention from the media and public in general ,with the press highlighting the
company's open and honest treatment in its advertising.
2010 - After years of languishing near the bottom of consumer taste perception studies, Domino's
proudly boasts its research-backed wins over Papa john's and Pizza Hut in a national taste test of
hand-tossed pepperoni pizza, sausage pizza and extra-cheese pizza. Chairman and CEO David A.
Brandon steps down as CEO effective March 7 and the Board of Director's elected J.Patrick Doyle as
Brandon's successor. Brandon will be retained by the Company as a Special advisor for the remaining
2010 and continue as a non-executive Chairman of the Board. Concurrently, the University of
Michigan announces Brandon will serve as its next Director of intercollegiate Athletics. Domino's
opened its 9000th restaurant on March 11.
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1.6 SWOT ANALYSIS
1. Dominos is a hugely popular brand name and has high brand loyalty
2. Diverse range of products offered by Dominos apart from Pizzas
3. Hygenic food and quick service
4. Leader in online & mobile ordering as compared to its competitors
5. Dominos has a strong brand equity supported by heavy advertising & marketing
Strength campaigns
6. Global franchise operations - more than 3,500 in over 50 countries
7. Efficient and effective supply chain management enables it maintain its goodwill
and promises
8. More than 200,000+ people are employed with Dominos
1. High fat and high calorie food not good for health conscious people
Weakness 2. Intense competition means Dominos' has limited growth in market shar
1. Improve efficiency and home delivery service, which is Dominos' point of

differentiation.
2. Introduction of new flavor additives and pizza toppings that are region specific can
be a good stride for Dominos.
Oppurtunities 3. The distribution network should be further strengthened so as to ensure market
penetration in the existing markets at maximum optimum levels.
4. Growing presence in emerging markets, particularly in India, China.
1. Intensive competition from a fragmented number of small competitors can reduce
Threats business for Dominos
2. Changing consumer habits towards healthier food choices.
3. Changing government policies and regulations can affect global operations
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1.7 DISTRIBUTION –FRANCHISES
Domino's Pizza currently has locations in 85 countries. It has its stores in 5,701 cities worldwide
(2,900 international and 2,800 in the US). Domino's had approximately 11,000 stores as of the first
quarter of 2014, with 774 in the UK, 4,986 in the US, and 1010 in India. In most cases, Domino's has
master franchise agreements with one company per country, but three companies have acquired
multiple master franchise agreements, covering multiple countries:
 The rights to own, operate, and franchise branches of the chain in Australia, New Zealand, France,
Belgium, the Netherlands, and Monaco are currently owned by Australian Domino's Pizza
Enterprises, having bought the master franchises from the parent company in 1993 (Australian
and New Zealand franchises) and 2006 (European franchises).
 The master franchises for the UK and Ireland were purchased in 1993 by the British publicly listed
Domino's Pizza Group, which acquired the master franchise for Germany in 2011 and Switzerland,
Liechtenstein, and Luxembourg in August 2012 by buying the Swiss master franchise holder, with
an option to acquire the Austrian master franchise as well. Sweden opened its first Domino's near
the Mobilia shopping mall in Malmö in December 2016.
 The master franchises for India, Bangladesh, Nepal, and Sri Lanka, are currently owned by the
Indian company Jubilant Food Works. India is the largest international market for Domino's
outside its home market. The company operates 1004 stores across 230 Indian cities as of
February 11, 2016. Apart from the United States, India is the only country that has over 1000
Domino's outlets. Indian pizza flavours such as paneer pizza, chicken tikka masala pizza, and
kheema do pyaza pizza have been sold in other international markets.
 In February 2015, cockroaches and rodent droppings found in the kitchens of some Domino's Pizza
joints in Peru have caused the company to shut temporarily operations in the country until August
28, 2016.
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How does Distribution Channel work?
As a retail brand Domino's does an incredible job of controlling the entire supply chain despite through
a network of some 800 franchised outlets.
They transact through mobile and tablet apps, over the web, by phone and in person at their bricks and
mortar outlets. Product manufacturing and delivery is distributed across their store network when 100s
of thousands of orders are manufactured, packaged and pushed out the door in 30 minutes of the order
being placed.
In terms of the 5 senses, Domino's end product needs to smell appetising, taste good, be warm to touch
and look desirable. By its nature pizza is a discretionary purchase. Therefore service and quality need
to be spot on every time or future orders will quickly find their way to the array of other takeaway
outlets in every town and city.
Paul Francis of Domino's gave me some insight into Domino's desire to be an omnichannel retailer.
For him, omnichannel is about delivering the same customer experience via any channel the customer
chooses. The ordered pizza needs to taste, look and smell the same whether it was ordered online,
through an app or instore. Similarly the product needs to be consistent whether it is collected in-store
or delivered by one of Domino's drivers.
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This consistency requires a focus on customer targets across marketing, technology and operations.
Marketing needs to deliver vouchers that customers want and can use across any channel they choose.
Domino's digital platform needs to be able to scale to handle massive peaks in demand. Operationally
the supply chain needs to be slick across manufacturing, delivery and service.
A further challenge is the franchise network of stores who can run different menus and promotions at
any time. Offering available products whilst applying the most relevant promotion requires a complete
integration of point of sale and online systems.
One of the common challenges I see in achieving this level of customer orientation is the lack of
coordination created by competing business silos. These sometimes are formed across channels - store
vs online revenue - or even business functions battling issues out - IT v/s Marketing.
At Domino's they all pull together around a key set of targets and goals that the entire organisation is
behind.
Does it ever go wrong? Of course it does. With a distributed supply chain, fully customisable menu
and huge order volume, there are going to be some issues. However Domino's work hard to say sorry
and make amends - they want each customer's next order.
For those wondering if all this hard work creating an integrated customer experience is worth it,
consider Domino's earned media. They give free pizza to commuters affected by the tube strike, rescue
people from the brink of suicide and recently helped a couple say I do (I dough) with a Domino's
themed wedding. When was the last time someone featured your brand at their wedding day?
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Aaron Paul of Breaking Bad shares the love with his Domino's pizza delivery man
Building integrated customer experiences
It should be no surprise that Paul's description of Domino's workings matches the findings from
research CACI did into integrated customer experience.
Our research with 900 marketers found that there were 7 key differences between organisations - like
Domino's - that are delivering an integrated customer experience from those failing to bring it all
together.
The integrated customer experience report found that leading organisations had a clear strategy that
was supported by senior management. This strategy was then executed across all channels by cross
functional teams with a single vision for success.
The crucial point is that if you fail to deliver the product in a way that meets the customer's
expectations it won't matter how optimised your checkout process is or how flash your mobile app is.
A vision of the ideal customer experience is needed that marketing, technology, sales and operations
can get behind and relentlessly delive
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1.8. MAJOR COMPETITORS
1. Pizza Hut
Pizza Hut is an American restaurant chain and international franchise founded in 1958 by Dan and
Frank Carney. The company is known for its Italian-American cuisine menu including pizza and pasta,
as well as side dishes and desserts. Pizza Hut has over 16,000 locations worldwide as of 2015. Pizza
Hut is split into several different restaurant formats: the original family-style dine-in locations,;
storefront delivery and carry-out locations, and hybrid locations that have carry-out, delivery, and
dine-in options. Some full-sized Pizza Hut locations have a lunch buffet, with "all-you-can-eat" pizza,
salad, desserts, and bread sticks, and a pasta bar. Pizza Hut has other business concepts independent
of the store type.
The company announced a rebrand that began on November 19, 2014, in an effort to increase sales,
which dropped in the previous two years. The menu was expanded to introduce various items such as
crust flavors and 11 new specialty pizzas. Work uniforms for employees were also refreshed. [16] In
2017, Pizza Hut was listed by UK-based company Richtopia at number 24 in the list of 200 Most
Influential Brands in the World.
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2. Mc Donalds
McDonald was founded in 1940 by two brothers after opening their first barbeque food outlet in
California, US. A quick transformation that took place in about eight years changed the entire set up
since a production system was introduced that was able to roll out burgers in fast service style similar
to what we are currently aware of. Since then, McDonald’s has become a household name in most of
the cities across the world.
Its locations have expanded with a total estimated operating income of about $7.8 billion per
industry making it a considerable force in the market. Because of its huge distribution and annum. In
the US alone, McDonald’s covers a market share of about 18% of the fast food popularity,
McDonald’s is the second largest Domino’s Pizza Competitors. It can be said to be an indirect
competitor because it does not make Pizzas. However, it is a direct competitor when comparing the
fast food industry.
3. KFC
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It refers to Kentucky Fried Chicken. As the name suggests, it was founded in Kentucky and also
majored in serving fried chicken as the main meal across all its outlets. It is among the prominent US-
based fast food outlets that record high sales volume and comes second after McDonald’s. It
continued expansion in different parts of the world has seen it growing its revenue both brand value
and operating income in the last decade.
Since it’s known for its trademark fried chicken menu, KFC has however diversified and include quite
a good number of fast foods in their options. KFC is also regarded as a significant competitor in this
industry due to its several locations and quality consistency.
4. Subway
Subway is a US-based fast food restaurant chain that was established by Peter Buck and Fed DeLuca
in 1965. It is famous for its trademark six-inch foot long submarine sandwiches which it used to serve
to clients. It has worked its way to become one of the most valuable brands in the fast food industry.
In the global market, the subway is one of the largest restaurant chains that recorded high sales and
revenues, especially in the last decade. It is attributed to the fact that it is growing as a brand since
46
more and more outlets are opening under its stable in different parts of the world.
5. Smokin’ Joe’s
Smokin' Joe's is an Indian chain of pizzerias headquartered in Mumbai, India. It was founded in 1993
by Parsi entrepreneurs. Smokin' Joe's currently operates in number of cities in India. It has 58 stores
throughout India Smokin' Joe's primarily concentrates on pizza and pizza related products such as
pizza sandwiches. The menu features both vegetarian and meat products. Besides pizza it also serves
garlic bread, open subs, desserts, salad, and beverages.
6. Burger King
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Burger King is an American-based fast service food outlet chain that operates fast food joints
worldwide. It became a privately-owned company in 2010 after it was purchased by 3G Capital, an
investment firm. Burger King has also risen to become one of the most renowned quick-service brands
in the world.
It is estimated that it serves more than 50 million customers every month, a clear indication of the
reputation it has and the reasons why its continuous expansion in different countries is inevitable. But
it should also be noted that Burger King experienced an annual reduction in revenue from 2009 to
2014 but started to resurge partly in 2015 and 2016. Like McDonalds, Burger King has huge plans on
expansion and its burgers are loved by people. Hence Burger king is one of the fastest rising Domino’s
Pizza Competitors.
7. Taco Bell
Taco Bell is an American based quick service restaurant with headquarters in Irvine, California. It
specializes in manufacturing Mexican types of foods such as quesadillas, tacos, and burritos among
others. Taco Bell operates as a subsidiary of Yum! Brands. Most of the Taco Bell restaurants are
located in different parts of the US. As of 2016, it had about 6600 outlets.
However, close to 6250 of these outlets are based in the United States of America while the remaining
are located in different countries where this particular restaurant chain operates. All of the Taco
Bell international outlets are franchised. Those in the US, approximately 20% are company-owned
while the remaining 80% are franchised units.
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8. Chipotle
Just like Taco Bell, Chipotle is also fast food restaurant chain that specializes in serving a wide range
of Mexican cuisine. The only difference is that Taco Bell is headquartered in California whereas
Chipotle is headquartered in Denver, Colorado. It was founded by Steve Ells in 1993 and has
continued to carve its niche in this particular industry to become one of the highly regarded fast food
joints.
9. Papa John’s Pizza
Papa John’s Pizza is currently among the top Domino’s competitors in the market. It deals with
delivering of pizza to various clients by the orders made as well as take-out. It is a massive American
49
Franchise that has spread its outlets in different cities within and outside the USA. It is gradually
commanding a leading role in this particular industry competing with some of the established brands
such as McDonald’s. Papa John’s Pizza is committed to excellent service delivery and was ranked in
2015 and 2016 among the top quick-service restaurants that offer fantastic customer satisfaction in the
market. It is an illustration that this entity is a force to reckon with in the industry and should never be
overlooked.
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1.9 POPULARITY - SOCIAL MEDIA PRESENCE

1. Facebook
 https://www.facebook.com/dominospizzaindia/
As of October ,2017 it has –


 73,36,760 likes.

 72,07,520 followers.


2. Instagram
 https://www.instagram.com/dominos/
As of October ,2017 it has 1.2m followers.

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

3. Twitter

 https://twitter.com/dominos_india?lang=en

As of October ,2017 it has 1,54,000 followers.

4. YouTube

https://www.youtube.com/user/dominosindia
As of October , 2017 it has 8,624 subscribers.
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CHAPTER 2: RESEARCH METHODOLOGY
Research Methodology is a way to find out the result of a given problem on a specific matter or
problem that is also referred as a research problem. In Methodology, the researcher uses different
criteria for solving/searching the given research problem. Different sources use a different type of
methods for solving the problem. If we think about the word “Methodology”, it is the way of
searching or solving the research problem. Here the research has been undertaken to study the
customer satisfaction towards the products sold by Domino’s Pizza in India.
2.1 OBJECTIVE OF STUDY
1. To study what the customer perceives about Domino’s.
2. To Study how is the hospitality provided by Domino’s to its customers.
3. To know the customer satisfaction towards Domino’s with respect to its infrastructure, employees,
products, etc.
4. To know whether the hospitality factor affects the sales of the outlet.
5. To do customer value in a fast food chain restaurant, assessing the quality of different attributes.
6. 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.
7. To know the consumer perception and preference about Domino’s products.
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2.2 SCOPE OF THE STUDY
With the improvement in the standard of living & increasing population, people eating habits are
changing due to the fast lifestyle in cities like Mumbai, Delhi, etc. People prefer to eat fast food so
that they can save up on time and for taste. Young Generation finds it tastier. Fast food joints such as
Domino’s, Pizza Hut, McDonalds, Subway, etc.
The Study will help us to know what are the factors which are considered by the customer to check
the service quality and hospitality of the Centre, And what will be results for the better hospitality
and quality of service provided by Domino’s.
It will also help to gather various information about Domino’s and will act as input to those who want
additional information.
2.3 NEED FOR STUDY
a. The study helps Domino’s Pizza India Ltd. To appreciate the factors leading to consumer
satisfaction.
b. The study helps to understand consumer’s attitude towards Domino’s Pizza India Limited services
and products.
c. The study also helps Domino’s Pizza India Ltd. To obtain suggestion regarding improvement in the
services provided
54
2.4 Sample
The sample size consists of 50 persons
The sample area used for research is Bhandup.
A total of 15 questions were asked to the people residing near to the Domino’s outlet in Bhandup,
Mumbai.
2.5 Collection of Data
I. Primary Data
Primary data has been collected by means of a survey which consisted of 15 questions formed as a
type of questionnaire to the people residing in the sample area.
II. Secondary Data
This involves data collected from websites, review books etc.
55
CHAPTER 3: REVIEW OF LITERATURE
2.1 Introduction
A detailed review of literature has been made to find out the research gap and to identify the relevant
researchable issues for the study. It is essential for a research scholar review the related literature study
to have clear knowledge about the subject and understand the research gap in order to drawn the scope
for the study. The reviews presented in this chapter are grouped under the subtopics like consumer
buying behaviour, consumer attitude, consumer preferences, customer satisfaction and overview of
fast food industry in India.
2.2 Consumer Behaviour
Consumer Behaviour analysis is based on consumer’s buying behavior. It aims at improving business
performance through an understanding of customer’s preferences and desires. In today’s world of
growing competition where there are numerous brands selling the same products, consumers have
an abundant number of choices and many diverse factors influence their buying behavior.
Rowley (1997)1 in his research work had commented that consumer buying process offers two
useful perspectives: the decision-making process associated with consumer buying and the factors
which affect the buying process. The author further stated that the consumers buying process can be
divided into personal, psychological and social and cultural factors. The ‘social factors’, such as
consumer’s small groups, family, reference group, social roles and status can affect consumer
responses and influence their buying behavior. ‘Personal factors’ such as age, lifecycle stage,
occupation, education and economic situation, and ‘Psychological factors’ such as, motivation,
perception, learning, beliefs and attitudes and personality, also play major roles in consumer
decision-making process.
Sepannen, Etal, (2004), examined that consumers always expect for a product or service of better
quality, which is easy to use or consume and of lower costs than ever before. By improving
operations, a business or an organization can improve internal efficiency, effectiveness,
adaptability and customer service.
56
2.3 Consumer Attitude
Consumers are individuals with likes and dislikes. When the preponderance of people in a particular
group feel one way or another about a product, service, entity, person, place or thing, it is said to be
a generalized consumer attitude that could affect the marketing of that person, product or entity in
positive or negative ways. Marketers strive to influence consumer attitudes, and understanding the
prevailing attitude is the first step to changing it if needed.
According to Homer and Kahle, (1988) 6 personal values have been found to be the underlying
determinants of various aspects of consumer attitude and behaviour. Weiner (2000) observed that
“Consumer attributions play their role in post-initial outcome decision making; that is, attributions
intervene and exert their influence after a product-related outcome and prior to the next choice.
Attributions arise when one evaluates the extent to which the initial product performance
corresponds to one’s level of aspiration vis-a`-vises that product, and one then questions the cause of
the outcome. It has been definitively documented that attribution search is more likely following
failure (dissatisfaction, in this case) rather than after success (or satisfaction). After all, we typically
do not ask why we did we do well in an exam, or why a submitted paper was accepted, but rather
why we failed and why our manuscript was rejected. And we do not ask why a product ‘worked,’ but
why it did not function”.
Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.
57
Evellyne, Elisante & Reuben (2009), found that the speed of service delivery, responsiveness and
curtsy of company’s staff are most responsible factors for customer satisfaction.
As per Kotler (2003) 23 satisfactions is a person’s feelings of pleasure or disappointment resulting

from comparing a product’s perceived performance (or outcome) in relation to his or her
expectations. The satisfaction judgment is related to all the experiences made with a certain business
concerning its given products, the sales process, and the after- sale service. Whether the customer is
satisfied after purchase also depends on the offer’s performance in relation to the customer’s
expectation. Customers form their expectation from past buying experience, friends’ and associates’
advice, and marketers’ and competitors’ information and promises.
Gustafsson (2005) 24 define customer satisfaction as “a customer’s overall evaluation of the

performance of an offering to date. This overall satisfaction has a strong positive effect on customer
loyalty intentions across a wide range of product and service categories.
Yesodha Devi N &, Kanchana V.S. (2009), examined that Quality & Taste are the two major factors to
select a restaurant. Customers are more discerning and demanding and they always
wants to experiment with the money they spend, they also found that the Indian restaurant
industry has come of age by diversifying its services and is trying to cater to the Indian taste buds
and is staying in competitive arena amongst international giants and is able to provide better
services to the customers.
58
\
CHAPTER 4. DATA ANALYSIS AND INTERPRETATION
Percentage analysis is one of the descriptive statistical measures used to describe the characteristics
of the sample or population in totality. Percentage analysis involve computing measures of variables
selected of the study and its finding will give easy interpretation for the reader.
Question 1. Do you prefer fast food?
Options No. of Respondents Percentage
No 1 2%
Sometimes 32 64%
Yes 17 34%
Grand Total 50 100%
Interpretation: The table states that Maximum respondents prefer fast food sometimes and Few
respondents prefer fast food most of the times.
59
Question 2. What type of fast food do you prefer?
Options Percentage Percentage
Chinese 29 58%
Indian 15 30%
Italian 4 8%
Others 2 4%
Grand Total 50 100%
Interpretation: The table states that maximum respondents prefer Chinese food as fast food.
60
Question 3. Have you heard of Domino’s?
Yes 50 100%
Grand Total 50 100%
Interpretation: The table states that all respondents have heard of Domino’s Pizza from some or the
other means.
61
Question 4. How did you hear about Domino's for the first time?
Facebook Ads 4 8.00%
Newspapers 2 4.00%
Others 15 30.00%
Pamphlets 6 12.00%
TV Commercials 23 46.00%
Grand Total 50 100.00%
Interpretation: The table states that Maximum respondents have heard of Domino’s Pizza by means
of TV Commercials and a few by means of Newspapers.
62
Question 5. Do you prefer Domino's for ordering fast food?
Maybe 13 26%
Yes 31 62%
No 6 12%
Grand Total 50 100%
Interpretation: The table states that maximum respondents prefer ordering fast food from Domino’s
Pizza.
63
Question 6. Preference of order?
Order online 58.00% 29
Physical Outlet 42.00% 21
Grand Total 100.00% 50
Interpretation: The table states that Maximum respondents prefer ordering food from Domino’s
Pizza online.
64
Question 7. How often do you visit Domino's?
Once in a month 13 26%
Once in a week 4 8%
Rarely 33 66%
Grand Total 50 100%
Interpretation: The table states that Maximum respondents prefer to visit Domino’s Pizza Outlets rarely
depending upon certain occasions such as family gatherings, birthdays, etc.
65
Question 8. What do you think about the pricing of Domino’s?

Cheap 3 6%
Expensive 8 16%
Standard 39 78%
Grand Total 50 100%
Interpretation: The table states that maximum respondents find the pricing of food products sold by
Domino’s Pizza as standard priced.
66
Question 9. How is the quality of food provided?
Normal 31 62%
Not good at all 1 2%
Really good 18 36%
Grand Total 50 100%
Interpretation: The table states that maximum respondents find the quality of food provided at
Domino’s Pizza outlet normal while a few respondents find it really good.
67
Question 10. Average amount of money you spend per visit?
Less than Rs 500 32 64%
More than Rs 500 18 32%
Grand Total 50 100%
Interpretation: The table states that maximum respondents spend less than Rs 500/- for food.
68
Question 11. How is the ambience of the outlet?
Not peaceful 10 20%
Peaceful 40 80%
Grand Total 50 100%
Interpretation: The table states that maximum respondents find the ambiance of the outlet peaceful.
69
Question 12. Please rate the ambience of the outlet
Options Ratings No. of Respondents Percentage
Extremely 1 0 0%
Dissatisfied
Very Dissatisfied 2 9 18%
Satisfied 3 21 42%
Very Satisfied 4 18 36%
Extremely Satisfied 5 2 4%
Grand Total - 50 100%
25
20
15
10 No. of
Respondents
0
Extremely Very Satisfied Very Satisfied Extremely
Dissatisfied Dissatisfied Satisfied
Interpretation: The table states that maximum respondents are satisfied by the ambiance provided
by Domino’s Pizza outlet.
70
Question 13. How would you rate Domino’s food quality?

Not Good at all 1 1 2%
Not Good 2 3 6%
Good 3 17 34%
Very Good 4 23 46%
Excellent 5 6 12%
25
20
15
10 No. of
Respondents
0
Not Good at Not Good Good Very Good Excellent
all
Interpretation: The table states that maximum respondents feel that the quality of food provided by
the outlet is very good while very few respondents find it poor.
71
Question 14. Please rate the quality of services provided by the outlet

Extremely Dissatisfied 1 0 0%
Very Dissatisfied 2 9 18%
Satisfied 3 21 42%
Very Satisfied 4 18 36%
Extremely Satisfied 5 2 4%
25
20
15
No. of
10 Responden
ts
0
Very Poor Poor Good Very Good Excellent
Interpretation: The table states that maximum respondents feel that the quality of services proved at
the outlet is very good.
72
Question 15. Will you recommend Domino's to others for ordering food?

Maybe 23 46%
No 2 4%
Yes 25 50%
Grand Total 50 100%
Interpretation: The table states that maximum respondents are willing to recommend Domino’s Pizza
outlet to friends/relatives etc.
73
Chapter 5: CONCLUSION AND SUGGESTIONS
5.1 Conclusion
After conducting the research work by means of a questionnaire for the common people of the
selected region and understanding their various preferences and choices of answers to various
factors related to customer satisfaction, It is concluded that majority of the customer are happy with
the Domino’s Pizza outlet and its services provided to its customers. Most of the customers
recommend Domino’s Pizza for the best fast food eatery outlet and may also willing try out new
recipes and other food products provided by the Outlet at the vicinity.
There are very few customers who were not happy with the food products sold at Domino’s Pizza
outlet since they did not find the quality of fast food served at the outlet good, also the customers
feel that the quality of services provided to the customers at the outlet is worth enough. Many
customers suggest for improvisations in the service quality as well as in the food quality. The
organisation taking into notice about all such customer feedback and improvising the quality of
services provided to customers may attract lots of customers resulting in customer loyalty and
creating a brand image in the minds of the customers.
5.2 Suggestions
 Maintain Consistency in the quality and taste of the product.
 Include more items in the product line like BURGERS, Wraps, etc
 Include more promotional and advertising measures to increase sales and market share.
74
 Sell Customer preference- based Pizzas where they can choose what toppings they want to
add or subtract from their pizza base.
 Include cold items like ice creams and candy bars inside refrigerators.
5.3 Limitations
Since the road to improvement is never ending, so this study also suffers from certain limitations.
Some of them are as follows:
1. The scope of the project is limited in the sense that only Domino’s has been taken for consumer
research.
2. The extent of the survey was Navi Mumbai (Vashi Region ) only. So the suggestions or arguments
given in the report may not hold true for other location in India.
3. Questionnaire method involves some uncertainty of response. Co- operations on the part of
informants, in some cases, was difficult to presume.
4. Also because of above-mentioned constraints, the sample size was chosen for the survey was 50
people.
5. It is possible that the information supplied by the informants may be incorrect.
75
CHAPTER 6: BIBLIOGRAPHY
www.dominos.co.in
https://www.professionalacademy.com
http://phx.corporate-ir.net
www.managementparadise.com
www.zenithresearch.org.in
https://www.researchgate.net
https://communitydoor.org.au/quality-assurance/customer-satisfaction-
https://www.mbaskool.com/brandguide/food-and-beverages/587-dominos.html
76

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VISHWESHWER EDUCATION SOCIETY’S

WESTERN COLLEGE OF COMMERCE AND BUSINESS MANAGEMENT

SANPADA, NAVI MUMBAI

STUDY ON CONSUMER SATISFACTION OF

IN PARTIAL FULFILLMENT OF THE COURSE OF

BACHELOR OF MANAGEMENT STUDIES

MR. ROBIN PAULOSE

UNDER THE GUIDANCE OF

PROF. SWATI. K GAIKWAD

WESTERN COLLEGE OF COMMERCE AND BUSINESS MANAGEMENT

SANPADA, NAVI MUMBAI

STUDY ON CONSUMER SATISFACTION OF

IN PARTIAL FULFILLMENT OF THE COURSE OF

BACHELOR OF MANAGEMENT STUDIES

MR. ROBIN PAULOSE

UNDER THE GUIDANCE OF

PROF. SWATI. K GAIKWAD

WESTERN COLLEGE OF COMMERCE AND BUSINESS MANAGEMENT

SANPADA, NAVI MUMBAI

Internal Guide Principal

BMS Coordinator External Examiner

Chapter TABLE OF CONTENTS Page No.

2 REARCH METHODOLOGY 53 -55

3 REVIEW OF LITERATURE 56 -58

5 CONCLUSION AND SUGGESTIONS 74-75

 Wide opening on the road side

 Easy to maintain and durable décor

 A cash counter where food coupons are sold

 A food delivery counter which invariably is granite topped

 Additional counters for Ice Creams, Chaats, Beverages etc.

 A tile fitted kitchen located so as to be visible to the customers

 A drinking water fountain adorned with a water filter

 Rust-proof and non-breakable crockery

 Staff courtesy and helpfulness

 Check-Out or delivery speed

 Restaurant layout and cleanliness

 Value of product relative to price - a function of quality and price

 Atmosphere of store, such as cleanliness, organization, and enjoyable shopping environment

 Convenience such as location, parking and hours of operation.

Satisfaction is as a judgment following a consumption experience - it is the consumer’s judgment that

1. It’s a leading indicator of consumer repurchase intentions and loyalty

2. It’s a point of differentiation

In a competitive marketplace where businesses compete for customers; customer satisfaction is

3. It reduces customer churn

4. It increases customer lifetime value

6. It’s cheaper to retain customers than acquire new ones

 the physical environment where you provide the product or service

EXCEPTIONAL PEOPLE ON A MISSION, TO BE THE BEST PIZZA DELIVERY COMPANY IN THE

HUMAN RESOURCES AWARDS

Awards - 2010 by World HRD Congress.

Best Employer Brand Awards - 2010 by World HRD Congress.

9. Regional Best Employer in hospitality by the "World HRD Congress" in 2009-10.

10. FUN @ Work award by the "World HRD Congress" in 2009-10

12. Featured as "Fun place to work for" by Outlook Business in 2010.

3. Domino's Pizza was accorded two Effie Awards 2013,

7. 2012 - Quick Service Food Delivery E Retailer of the year

8. 2012 - Best Guest Experience across e. Retail in India

3. › 'Trainer of the year' - Domino's International.

4. › 'Supervisor of the year' - Asia Pacific

5. › 'Rookie Manager of the year' - Asia Pacific

7. › 'Supervisor of the year'- Domino's International.

8. › 'Rookie Manager of the year' - Asia Pacific

9. › 'Manager of the year' - Asia Pacific