Pricing of Services

With so many competitors ravelling, Domino’s has a hard time competing.

But then its vision “Exceptional people on a mission to be the best pizza
delivery company in the world” surpasses all the challenges. It provides
the best quality with reasonable pricing. Hence, it has come up with ease
yet a very uniformly consistent pricing policy. This is in return keeps the
base price in check and helps to target the lower middle class and middle-
class income group.
For all these years, it has survived because of affordability. And to
maintain this tremendous success and reputation, time and again it
introduces new as well as innovative schemes like buy one pizza and get
one free or special discount at regular intervals to keep on hooked up with
the customers.
It has tie-ups with Coco cola and other leading beverages brand that solely
sells customized beverages. Thus, the beverages sold by Dominos are quite
higher than those normally sold at the general market.
Taxation

 Domino’s clearly mention that their prices in the menu are exclusive
of taxes
 They add 5.6% Service Tax and 14.5% VAT to the sub total.
( Currently under GST slab of 18%)
 After the total is displayed and the total figure is irregular ,they add
or subtract the irregular figure and round off.

Customer Satisfaction

You’d call the pizza place and wait for the delivery guy to arrive at your
house. 
 
There was even one pizza place that offered a time guarantee: if the
pizza didn’t arrive in 30 minutes or less, it was free. All anyone could do
for those 30 minutes was watch the clock while the anticipation and your
hunger grew.
 
There was no way to track the status of your pizza. 
 
Everyone was left in the dark - clueless and without any control.
 
Over time, delivery pizza places started using warming bags to keep the
pizzas hot and offering coupons and deals.
 
Then Domino’s came out with their pizza tracker and completely
changed the pizza landscape. Here’s what they DIDN’T do though:
 Domino’s didn’t offer a money-back guarantee.
 Domino’s didn’t offer free breadsticks.
 Domino’s didn’t guarantee that the pizza would stay warm. 
 
What did Domino’s do?
 
Domino’s allowed the consumer to know the status of their pizza - to
watch it being made and sent out for delivery. This gave customers
CONTROL.
 
Domino’s allowed consumers to be kept informed - and that was enough
to set them apart in a very crowded and commoditized industry.
 

 
When Domino’s came out with their famous pizza tracker over a decade
ago, they completely changed the expectations placed on companies
during any type of transaction.

Today, if a company cannot provide an update as to the status of an

order, the consumer’s anxiety goes up because they feel like they have
no control over the situation. Because of this lack of control, they’ll take
their business to the companies that can provide updates. 
 
Take-aways for Title and Escrow Companies
What Domino’s did was allow consumers to know three things:

1. 1. Where they’ve been.

2. 2. Where they are.
3. 3. Where they’re going next.
 
Ultimately this gives consumers control.

In previous posts, we’ve talked about the difference between care and

service. Service is when the consumer just orders the pizza and waits for
it to be delivered.

Care, on the other hand, raises the bar.

Care allows the consumer to order the pizza, choose the toppings, watch
the pizza being made, and know when it’s out for delivery so they know
when to set the table and give their kids a 5-minute warning before they
have to turn off their video games.