About assignment:

Student needs to visit a workshop/ factory/plant / Mall/ Service organization (e.g. Bank/ post office/ Hospital) etc as per his
convince and choice based upon the visit and observations made during visit student need to submit a report providing a
brief description of selected outlet/organization and must explain following points.

Q1. Describe the organization and one product/service of said organization. Student may add the photographs of selected
product in the report.

Q2. What kinds of things would likely require forecasts in the said organization?

Q3. Comment upon the production process/ layout of the said organization.

Q4. Critically evaluate the location of the said outlet/organization.

Q5. Describe the parameters for describing the quality of the products/services of said organization. Kindly consider the
customers perspective while defining the products/services Quality.

Name of the restaurant visited: Domino’s

1. About Domino’s Pizza Company:
Domino's Pizza, Inc. which is commonly known as Domino's, is an American
multinational pizza restaurant chain, it was founded in 1960 and is currently led
by CEO Richard Allison. The corporation is Delaware domiciled and its
headquarter is in the Domino's Farms Office Park in Ann Arbour, Michigan.
Domino’s Pizza opened its first outlet in New Delhi, India in 1996.  In India,
Domino’s franchise is operated by Jubilant Foodworks Limited. Domino’s has
enjoyed enormous success in India, and it has become its second largest market
in the world after the US.
The main reason for the success of Dominos in India is cheap but quality
products which fit in the purchasing capacity of average Indian middle class
consumers.
Another reason for the success of Dominos in India is that the understood the
taste preferences of Indians and introduced pizzas with local flavours like Peppy
Paneer and Kebab which was whole heartedly welcomed by the consumers.
Also, Dominos has many stores in India which has helped it deliver its products
within 30mins which helped it gain more customers as well.
Domino’s keeps adding new items in its menu and always keeps a wonderful
balance of Indian and westers flavours.

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Some of bests and most popular products offered by Dominos in India are
Peppy Paneer Pizza, Farmhouse pizza, Choco lava cake , etc.

1.Peppy Paneer Pizza

2. Dominos Farmhouse Pizza

3.

Choco Lavacake

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2. The things that likely need forecast in the outlet are:
a. Profit estimation:
A profit and loss forecast shows our business’s expected revenue and
expenses over a given period, is shows us whether we should expect to
make a profit or a loss in the coming months. Although a profit and loss
forecast doesn’t show liquidity, as it contains non-cash items
like depreciation and accounts receivable. But a profit and loss forecast is
an important tool that helps to manage risks and increase profitability.
b. Inventory management:
Inventory forecasting, which is also called demand planning, is the
practice of using historic data, trends and known upcoming events to
predict needed inventory levels for a future period. Accurate forecasting
ensures businesses have enough product to fulfil customer orders and do
not spend too little or too much on inventory and it helps in cutting costs
of businesses.
Dominos needs to forecast how much of raw materials are needed in a
particular period and it needs to buy only the amount which will be
consumed in that period and the aim is that least amount of the raw
materials should be wasted.

c. Human Resources:
Human resources forecasting involves projecting labour needs and the
effects they’ll have on a business. An HR department forecasts both
short- and long-term staffing needs based on projected sales, office
growth, attrition and other factors that affect a company’s need for
labour. In addition to forecasting the number and type of workers you’ll
need; HR planning includes analysing the various costs and
administrative work that go along with adding workers or downsizing.
In case of Dominos, they need to anticipate exactly how much staff is
required for various tasks and operations and they need to increase or
decrease the number according to the upcoming demand forecasts or
other business operations.
d. Sales Forecasts:

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 A sales forecast is a prediction of future sales revenue. Sales forecasts are
most of the time based on historical data, industry trends, and the status
of the current sales. Businesses use the sales forecast to estimate weekly,
monthly, quarterly, and annual sales totals. Just like a weather forecast,
the staff should view the sales forecast as a plan to work from, not a firm
prediction. Sales forecasting is also different from sales goal setting.
While a sales goal describes what we want to happen, a sales forecast
estimates what will happen, regardless of our goal.
In context of Dominos sales forecast’s result will guide inventory
management, Human resource planning, and marketing strategies to cope
with the forecasted scenario.
e. Marketing forecast:
A marketing forecast is an analysis that projects the future trends,
characteristics, and numbers in our target market. It provides anticipated
numbers that a company expects based upon market research.
Marketing forecasts helps us to understand how many leads our company
will generate within a specific period and how the leads will move
through the different stages of our lead nurturing process before they are
ready to make a purchase. It helps you understand which marketing
channels will generate the most leads and how sales likely will perform.
Marketing forecasting gives markets the ability to explore the long-term
impact of their efforts. For example, they may anticipate that if they
perform a specific marketing activity, they can expect a particular number
of leads within a certain amount of time and a specific amount of revenue
that will result from those leads.
In context of Dominos, marketing forecasts is necessary for the company
as well as the outlet to know whether there marketing strategies are
working or not and whether they need to further develop their strategies
to cope with the rivals of Dominos like Pizza Hut, Subway , Burger king
and local food outlets. In India a large population is unaware about the
western foods like pizzas and burgers and hence marketing helps in
attracting these kinds of customers as well.

3. Production process and store layout of Dominos:

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 Dominos as an entity is rather unique in that it follows both the product based
supported by a service package and service based with a product element in the
Product-Service continuum. The Product (pizza, etc) not only needs to be
manufactured accurately, but it also needs to be delivered to the end customer
within a specified amount of time and in optimal conditions and we can say that
it also follows service based with product element as the customer buys a
service which delivers a product which is in the form of a pizza or other
products sold by it.
Given that the pizzas and other items offered by Dominos need to be prepared
with a high degree of consistency, Dominos has chosen to use the assembly line
approach to produce its pizzas and other products, while at the same time they
have retained the flexibility of a batch flow process. Essentially, the production
process at a Dominos kitchen utilizes the consistency and efficiencies that
comes from using an assembly line approach while retaining the flexibility that
comes from adopting a batch type manufacturing process. Using the assembly
line approach also gives a Dominos outlet the flexibility to meet higher volumes
during peak hours.
The production process is very guided and structured - from the order placement
to the final delivery to the end customer.
Step 1: The customer initiates the order. It could be through the phone, internet
or a walk-in to the restaurant.
Step 2: The Dominos representative takes the order and enters it into the
Dominos PULSE system (a proprietary system that streamlines the order taking
process). The PULSE system increases efficiencies at a store level. The key
functions of this system are: (a) Touch screen ordering: Improves order taking
accuracy and efficiency especially during busy periods. (b) Delivery driver
routing system: Which improves delivery efficiency.
Step 3: The order displayed on the screen on the assembly line along with the
customer’s specifications.
Step 4: One of the team members in the assembly line picks up the work order,
prepares the dough and applies the sauce and cheese accordingly.
Step 5: In the next step of the line another team member adds the appropriate
type and amount of toppings, and then places it into the oven.
Step 6: After the allotted baking time, a third member of staff removes the pizza
from the oven, and places it in a box which has the order type & number
displayed to ensure accuracy of delivery. The pizza is then ready for delivery.

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Step 7: The pizza box is put into a hot-bag and is dispatched through a delivery
driver or handed out for collection by the waiting customer.
Store Layout:
Dominos has adopted a process dominated store layout in which common
processes are clubbed together as the product moves between stations. The
integrated floor plan at the most Dominos stores facilitate the movements of
products and team members between stations to manage capacity during peak
hours and minimize bottlenecks.
The store layout is designed to handle the average peak hour movement of
goods and people. The storage area is made to stock the raw materials for three
days. The layout design helps in enabling the optimum use of space and
equipment which helps in enhancing the skills and efficiency of the team
members, it also allows them to adapt them to different level of production.
Dominos also ensures the health and safety norms are adhered to maintain safe
working conditions for the staff. A typical dominos store layout includes, a
reception, assembly line, oven, packing area, office, cold storage, and washing
area.

4.LOCATION ANALYSIS:
Location analysis is a process of finding the best location for our new
restaurant. In this we analyse potential locations and their access to customers,
the size of their parking lots, their location in relation to our equipment and food
suppliers, and other important factors.

Before deciding where to open our restaurant, we should try to understand our
target market and target customers. There preferences of locations for hanging
out, the places they visit and the kind of place they will feel safe to visit. In case
of Dominos mostly they cater younger generation and people who are around 15
to 40 years of age. So, a restaurant like Dominos should open there chain in a
location which is in close proximity to colleges, schools, coaching centres,
offices and other such workplaces where there target audience comes on a daily
basis. The Dominos outlet which I visited is situated near the Indian Oil
refinery’s township in Begusarai, Bihar, India. The outlet is well connected as it

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is situated on the national highway 31, and many schools, colleges and offices
are in one kilometre radius of the outlet. The following are the other factors
which I think makes the location of the outlet most suitable:
Access: One of the most important factors is how accessible the location is.
When looking at a restaurant location, we should consider the amount or
accessibility of nearby parking, ease of access by car, foot traffic, and
surrounding traffic patterns to make it as easy as possible for customers to visit
the outlet. The location already has great access and parking, and it will remain
unaffected by any roadwork, construction, or other changes that may affect
access and parking.

Proximity to Suppliers: Shipping costs and delivery fees can sometimes be

more than the cost of the original supplies. The location of the outlet is at the
heart of the city in close proximity to farms and mills and the airport is 2 hours
away from the city which is close hence shipping cost won’t be a headache for
the outlet.
Competition: Being too close to established competition can be a double-edged
sword. Being near our competition may help with business marketing, but if
we’re too close to our competition, we may have a tough time gaining a
foothold in the community. There is no other pizza making outlet around 1km
radius of the Dominos outlet of Begusarai, hence its visibility and customer
traffic won’t get affected by the rival restaurant’s presence.
Future Growth: With growth comes more customers, more employees, more
equipment, and more food to store and prepare. Hence the outlet owner chose a
large 5 storey complex, and he can rent more space whenever he is asked to by
the Dominos management. Hence the outlet is future proof in this context.
Safety / Crime Rates: Extra insurance, exterior lighting, and loss of customers
due to safety concerns can spell disaster for any business, so it’s important to
recognize and address the issues of safety and crime rates early on. The location
of the outlet is near to the police station and hence is a safe place for the
customers as well as the business owners and staffs. Also the outlet is situated
in a place which is mostly crowded with vehicles, cargo trucks, and people
walking to nearby shops and offices and other business place, hence robbers or
other criminals won’t pose a threat to the outlet.

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5. Parameters describing the quality of Dominos:
First, we should understand the definition of quality. Quality refers to the ability
of a product or service to consistently meet or exceed customer requirements or
expectations.
Product quality should be judged on following areas of quality:
a. Performance- In context of Dominos the number of new products and
services they offer to cater the changing consumer taste and preferences and
there marketing strategies which are always out the box gives its competitors a
hard time in maintaining their market share.
b. Special features
c. Reliability- In context of Dominos every customer’s first choice for
ordering pizza is Dominos because of cheap price and great quality and a vast
amount of variety hence it is a very reliable brand.
d. Durability of the brand created by Dominos: It is the ability to perform over
time and Dominos has been in India from more than a decade and because of its
consistent pursuit to serve its customers the most diverse products with best
quality, hence the brand is here to stay, and its products are produced taking
care of hygiene and good raw material quality.
e. Perceived quality – Dominos has created a brand value for itself, and people
like to go to its outlets because they know that the place offers value, the way its
outlets are designed with bright lights and the overall experience gives the
customer a special feeling, we have seen our friends and family members click
pictures whenever they go to a Dominos outlet, this means they wish to show
other people that they are visiting a place like Dominos and hence its like
visiting the Dominos outlet is a style statement.
Service analysis of Dominos:
Service when it comes to fast delivery in pizza, Domino’s pizza stands at first
place. In menu list they provide variety of supplementary items chicken wing,
potato wedges, chicken strippers etc. are offered to the customers as a side
product with pizza. The smooth running of the operations at Dominos helps
them to provide their customers with tailored pizzas and offers them with
additional wide range of products. To have a look at the product design,
dominos is finding it very difficult to cope up with delivering the pizzas to the
customers on time in many metro cities of India. Flexibility is combined here to

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meet the requirements of the customers. The product and service at dominos is
the same as they are delivered on a specified time frame. At dominos, the two
important factor they consider are the convenience and the cost when it comes
to the product and service design.
Service Quality: The following are the dimensions of service quality:
a. Convenience—The availability and accessibility of the service is an
important dimension of quality of service, Dominos almost always serves orders
for there customers quickly, there well-planned production layout gives them an
edge in providing there products in speedy manner. Most of the time Dominos
caters its customers 24/7, so a customers can order a pizza or get there
grievances sorted whenever they feel like.
b. Reliability—The ability to perform a service dependably, consistently, and
accurately is very important factor when we judge the service of a business
organization, Dominos has been one of the first food chain company which has
brought the 30min product delivery, Dominos assures its customers that they
will get there order under 30mins at their door step failing which they will
refund the whole amount even if they are 1min late, and customer will get the
pizza basically for free.
c. Responsiveness— The willingness of service providers to help customers in
unusual situations and to deal with problems is something which a consumer
will remember forever, and this quality is very important in developing brand
loyalty. Dominos almost always resolves the issues faced by its customers in
record time.
d. Time— The speed with which service is delivered is very important and
Dominos is one of the outlets which has set a benchmark in speedy service for
other restaurants and businesses.
e. Assurance— The knowledge exhibited by personnel who meet a customer
and their ability to convey trust and confidence is a very important factor for
service quality, the employees of Dominos are very well trained in handling
customer queries and resolving them spontaneously.
f. Courtesy—The way customers are treated by employees who encounter them
will be remembered by the customer forever, a customer will always remember
a polite staff and hence it is very important for any company to deal with
customer query and customers in a very courteous manner.
g. Expectations—Meeting or exceeding the customer expectations is very
important for any business to retain old customers and attract new customers as

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well, so that the business remains flourished or even reaches to the top of its
industry.

Conclusion:
As a company, Dominos has in the past shown resilience and an ability to
innovate in the face of competition, in India Dominos has been very well ahead
of its time in product and service quality but now many Indian players like
Wow Momos, Grill inn, and other such food outlets have started giving
products similar to Dominos and there quality of service and products are great
as well, so like in every industry , food industry too must keep innovating and
getting better with the help of customer feedback and international business
scenarios.

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