INTRODUCTION

Domino's Pizza, Inc. is an American multinational pizza restaurant chain. It comes

under Food industry, Delivery, Franchising, Restaurant.

INDUSTRY PROFILE

The food industry is a complex, global network of diverse businesses that supplies
most of the food consumed by the world's population. The term food industries covers a series
of industrial activities directed at the production, distribution, processing, conversion,
preparation, preservation, transport, certification and packaging of foodstuffs. The food
industry today has become highly diversified, with manufacturing ranging from small,
traditional, family-run activities that are highly labour-intensive, to large, capital-intensive and
highly mechanized industrial processes. Many food industries depend almost entirely on
local agriculture, produce, or fishing.

THE FOOD INDUSTRY INCLUDES

• Agriculture: raising crops, livestock, and seafood. Agricultural economics.

• Manufacturing: agrichemicals, agricultural construction, farm machinery and
supplies, seed etc,.
• Food processing: preparation of fresh products for market, and manufacture of prepared
food products
• Marketing: promotion of generic products (e.g., milk board), new products, advertising,
marketing campaigns, packaging, public relations, etc.
• Wholesale and food distribution: logistics, transportation, warehousing
• Foodservice (which includes catering)
• Grocery, farmers' markets, public markets and other retailing
• Regulation: local, regional, national, and international rules and regulations for food
production and sale, including food quality, food security, food safety,
marketing/advertising, and industry lobbying activities
• Education: academic, consultancy, vocational
• Research and development: food science, food microbiology, food technology, food
chemistry, and food engineering
• Financial services: credit, insurance

FOOD INDSUTRY CONTRIBUTION TO GDP

The food processing sector contributes 12.8 per cent to the Indian GDP and provides,
directly and indirectly, huge employment. Highlighting the importance of this sector, Paras
said the Indian food and grocery market is the world's sixth-largest, with retail contributing 70
per cent of the sales. It’s never been easier for food companies to reach their
customers. Restaurant delivery has grown 20% in the last five years; while estimates differ,
online food delivery sales are estimated to grow as high as $220 billion by 2023 – 40% of total
restaurant sales. As for 0nline grocery, Deutsche Bank estimates that the $24 billion online
grocery market will surge to 120$ billion by 2025.

WHAT IS A FOOD DELIVERY SERVICE AND HOW IT WORKS?

Food delivery has now become an integral part of the urban lifestyle. And that’s why
almost the entire day those delivery agents can be seen riding their bikes, carrying the orders,
sporting their company T-shirt and a cap. It is observed that one-third of Americans order food
online at least twice a week. Food delivery service is somewhat similar to courier service in
which the ordered food is delivered from the restaurant to the customer either by the
restaurant’s staff or by delivery agents of a food ordering company. This obviously depends on
the medium through which a customer places his/her order. Orders can be placed over a call,
mobile apps and through web-portals of a restaurant directly, or through restaurant aggregator
apps. Often a flat delivery fee is charged to the customer and at times even that is waived off,
depending on the order volume. Post pandemic outbreak, contactless delivery has come into
practice nowadays. Food delivery service might also include delivering groceries from the
supermarket. Technological interventions have further made food delivery services prompt and
quick, keeping customers happy and loyal. Food delivery businesses follow several models,
depending on the objective it varies from company to company. But the priority is to deliver
freshly prepared food faster and safer.

COMPANY PROFILE

Domino's Pizza, Inc. is an American multinational pizza restaurant chain founded in

1960 and led by CEO Richard Allison. It works with IFTTT and has a iOS and Android app.
The corporation is Delaware domiciled and headquartered at the Domino's Farms Office Park
in Ann Arbor, Michigan. As of 2018, Domino's had approximately 15,000 stores, with 5,649
in the U.S., 1,232 in India, and 1,094 in the U.K. Domino's has stores in over 83 countries and
5,701 cities worldwide.

Type: Public

Industry: Food delivery, Franchising, Restaurants.

Founded: December 9, 1960; 61 years ago, in Ypsilanti, Michigan, U.S.

Founders: James Monaghan, Tom Monaghan ,Dominick DeVarti

Headquarters: Domino's Farms Office Park, Ann Arbor, Michigan U.S.

Area served: Worldwide

Chairman: David A. Brandon

CEO: Richard Allison

India CEO: Ajay Kaul

Products : Chicken wings , Dessert , Pasta ,Pizza.

Number of employees: 14,400 (2020)

Website: dominos.com
HISTORY & TIME LINE

1960: Tom Monaghan and his brother James purchase "Dominick’s," a pizza store in Ypsilanti,
Michigan. Monaghan borrowed $500 to buy the store.

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 store opens in Ypsilanti, Michigan. 1968 Company
headquarters and commissary are destroyed by fire. First Domino's store outside of Michigan
opens in Burlington, Vermont.

1975: Amstar Corp., maker of Domino Sugar, institutes a trademark infringement lawsuit
against Domino's Pizza.

1980: Federal court rules Domino's Pizza did not infringe on the Domino Sugar trademark.
1983 Domino's first international store opens in Winnipeg, Canada. The 1000th Domino's store
opens. The first Domino's store opens on the Australian continent, in Queens land, 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.

1995: Domino's Pizza International opens its 1,000th store. First store opens on African
continent, in Cairo, Egypt.

1996: Domino's launches its Web site (www.dominos.com).

1998: Domino's launches another industry innovation, Domino's Heat Wave, a hot bag using
patented technology that keeps pizza oven-hot to the customer's door.

2000: Domino's Pizza International opens its 2,000th store outside the United States.
Domino’s Pizza celebrates 40 years of innovation and delivering pizza to homes around the
world.

2006: Domino’s Pizza introduces Brownie Squares — warm, delicious, bite-sized brownies
delivered with a fudge dipping sauce.

2007: Domino’s rolls out online and mobile ordering.

DAY 1

VISION AND MISSION

VISION

Our vision is to lead the internet of food in every neighbourhood.

MISSION

Our mission is to redefine convenience by creating inspired food, picked up in three

minutes or safely delivered in 10.

VALUES

• Treat people as you'd like to be treated.

• Produce the best for less.
• Measure, manage and share what's important.
• Think big and grow.
• Incentivise what you want to change.
• Set the bar high, train, never stop learning.
• Promote from within.
• We are not ordinary, we are exceptional.

SKILL GAINED:

I have learned vision, mission and values of the company, that focus on Customer
convenience and providing the best products with fast delivery.
DAY 2
DOMINO’S PIZZA IN INDIA

Jubilant Food Works Ltd (JFL) a Jubilant Bhartiya Group Company is a food service
company. The company has the exclusive rights to develop and operate Domino's Pizza brand
in India, Sri Lanka, Bangladesh and Nepal.

The company was incorporated on 16 March 1995 as Domino's Pizza India Private Ltd.
and began operations in 1996. It changed its name to Jubilant Food Works Ltd in 2009. It was
headed by Ajay Kaul since 2005. Pratik Pota became the CEO from April 2017.

India

The first Domino's Pizza in India opened in New Delhi in 1996. India became Domino's
second-largest market in December 2014, behind the United States surpassing United
Kingdom. Domino's Pizza operates 1,325 stores in 282 Indian cities as on 31 December 2019.
Domino's began accepting online orders in 2011, and online orders accounted for
approximately 18-20% of total sales as of December 2013. On 19 March 2014, the 700th
Domino's Pizza outlet was opened at HUDA City Centre metro station in Sector-
29, Gurgaon, Haryana. The company opened 47 new restaurants between January–March 2014
and 150 outlets in the 2013–2014 financial year. Domino's opened its 1000th outlet at Unity
One Mall, Janakpur, Delhi in January 2016.

Bangladesh

Jubilant holds a 51% stake in the joint venture. The first outlet opened in Dhaka in
February 2019. There are currently 8 outlets in Bangladesh.

SKILL GAINED:

I have learned about the company which owns dominos pizza in India and their
establishment of branches in India & other different countries like Bangladesh.
DAY 3

DIFFERENT MODELS OF DOMINO’S FRANCHISE IN INDIA

1. Traditional Outlets

Traditional outlets of Domino’s Pizza refer to the retail outlets that are located in
buildings where ample space is available for parking to both customers and delivery vehicle
drivers. These buildings include but are not limited to shopping centres and independent stores.

2. Non-Traditional Outlets

Non-traditional outlets of Domino’s Pizza refer to the outlets that are located in non-
traditional buildings. These buildings include but are not limited to shopping malls, airports,
stadiums and toll roads. These outlets usually offer only take-out services. But some might
offer a dine-in facility as well.

3. Transitional Outlets

Transitional outlets of Domino’s Pizza refer to the outlets that are located in areas where
prospective customers are fewer as compared to other areas. At these outlets, the menu is
customised as per the location of the store. Usually, take-out and delivery facilities are available
at transitional stores. Irrespective of the type of the store, the products that are generally sold
are different kinds of pizzas, garlic pieces of bread, breadsticks, pasta, tacos, fries, beverages
and desserts. As the recipes and majority of the raw materials are provided by the franchisor,
you can heave a sigh of relief. Entrepreneurs who don’t have any knowledge or experience in
the field of fast food can also enter the industry by taking a franchisee of Domino’s.

SKILL GAINED:

I have learned about the three different models of Dominion`s franchise in India, that
is Traditional, Non – traditional and Transitional Outlets.
 DAY 4

LOGO

Domino’s first logo was designed in 1965. It was a square-shaped emblem that featured
two domino pieces the red one with three dots and the blue one with the company name on it.
Rounded corners added a delicate feel to the piece. In 1977, the logo got a bolder look. The
revamped design had sharper corners and more saturated hues. Plus, the image was rotated to
the side. However, in 1996, the logo regained its original position. The Domino’s logo we see
today dates back to 2012. By that time, the iconic restaurant had developed a very extensive
menu, so it was decided to get rid of the word “pizza” on the emblem. The modern-day design
features the word “Domino’s” written in a massive font and a blue and red domino piece. The
emblem emanates the sense of stability and professionalism.

• Colors. The design relies on a timeless combination of red, white, and blue. Bright and well-
balanced at the same time, it’s a great option for a business working in the food industry.
• Symbolism: Red stands for love and energy, while blue conveys strength and reliability.
• Shape: Simple geometry ensures that the logo is easily memorable and recognizable.

The company had originally planned to add a new dot every time it opened a new outlet, but
that intention was never realized.

SKILL GAINED:

I have learned about the evaluation, design and meaning of the Logo used by Domino`s
pizza.
DAY 5

DOMINO'S PIZZA SWOT ANALYSIS:

STRENGTH

• Leading pizza delivery company in the US with more than 5,000 stores in the US

• Global franchise operations - more than 3,500 in over 50 countries

• Strong brand equity supported by heavy advertising & marketing campaigns

• Supply chain & distribution network

WEAKNESSES

• Slow growing and declining same-store sales

• Weakening bottom line

OPPORTUNITIES

• Growing presence in emerging markets, particularly in India, China

• Leverage supply chain & distribution system to introduce new products

THREATS

• Changing consumer habits towards healthier food choices

• Franchise operations affected by currency exchange fluctuations

• Intensive competition from a fragmented number of small competitors.

SKILL GAINED:

I have learned about the Strength, weakness, opportunities and threats of Domino`s
pizza. Even though they are the leading pizza delivery company they do face threats like
changing customer habits, currency exchange fluctuation.
DAY 6

NEW PROMOTIONAL ACTIVITY OFFERS BY DOMINOS

• With every order of pizza and coke/Garlic breadsticks get a domino’s pasta for Rs. 39 instead
of Rs 69.

• Pasta is available in 2 variants: cheesy white and tangy red veg Rs 69/- non-veg Rs 79/-

• Get garlic bread for only Rs 30/- with any of the pizza mania combinations.

• Dominos start providing coke/Fanta/sprite.

• Dominos started pizzas mania which start from Rs 35 and we get the toping according to our
choice.

• Web coupons available at web site www.dominos.co.in

• Discounting coupons are being provided with every item purchased.

• Suggesting selling at a discounted price

• New schemes at regular interval of time according to the taste of the INDIAN customer.

SOME OTHER SPECIAL OFFER IN DOMINOS PIZZAS

The Domino’s Pizza franchise constantly keeps on inventing ways through which it can
make a greater impact on the fast food market. That is how the fast food franchise came up
with 'Fun Meal for Four' offer. Through this method, the pizza franchise is able to produce
more variety in the food delivered to its customers at their door steps. Through its 'Fun Meal
for 4’ pack the Domino’s Pizza India offers four pizzas at the rate of Rs 180. This means charge
of one pizza will be just Rs 45. This has helped the speciality food franchise to enhance the
strength of its customer base.

SKILL GAINED:

I have learned about the new promotional activities of the company. This includes
offering Soft drinks, providing price offers, combo deals, coupons, etc which attracts more
costumers.
DAY 7

RISKS RELATING TO BUSINESS AND INDUSTRY

1. The pizza category is highly competitive, and such competition could adversely affect
operating results.

2. If it fails to successfully implement growth strategy, which includes opening new domestic
and international stores, then ability to increase revenues and operating profits could be
adversely affected.

3. The food service market is affected by consumer preferences and perceptions. Changes in
these preferences and perceptions may lessen the demand for products, which would reduce
sales and harm business.

4. Increases in food, labour and other costs could adversely affect profitability and operating
results.

5. Not having long-term contracts with certain suppliers, and as a result they could seek to
significantly increase prices or fail to deliver.

6. Shortages or interruptions in the supply or delivery of fresh food products could adversely
affect operating results.

7. Any prolonged disruption in the operations of any of dough manufacturing and supply chain
centres could harm business.

8. Loss of key personnel or inability to attract and retain new qualified personnel could hurt
business and inhibit ability to operate and grow successfully.

SKILL GAINED:

I have learned about risk factors relating to the business and food industry. Some of the
factors like interruptions in supply or delivery affects the operating results. The change in
customer taste and preferences are also a major risk factor.
DAY 8

OPERATION STRATEGY

Minimize operations cost: To minimize the operating cost by improving the efficiencies and
process at the stores.

Strategic store locations to facilitate the delivery service: To leverage the strategic
location of the store in order to facilitate quick service to the customer and maximize the
revenue.

Production oriented store designs: To utilize the production oriented store design in order
to facilitate efficient production and quick service to the customer.

Efficient order taking, production and delivery: To execute an efficient operational

process that includes order taking, pizza preparation, cooking, boxing and delivery.

Use of Domino’s PULSE point-of-sale system: Use of Domino’s PULSE system to

improve operating efficiencies, provide corporate management with easy access to financial
and marketing data and reduce time consumption and expenses.

Product and process innovations: To promote an innovative culture that increases both
quality and efficiency.

A focused menu: To maintain a focused menu that is designed to present an attractive

quality offering to customers, while minimizing order errors, and expediting the order taking
and food preparation processes.

SKILL GAINED:

I have learned about the operation strategy of Domino`s pizza. It includes minimum
operations, efficient order taking, delivery, production-oriented store design and a focused menu.
DAY 9

30 MINUTE GUARANTEE:

Domino's is the only pizza company that guarantees customer’s order will arrive within
30 minutes or Domino’s will give its customer a free Regular Pizza voucher; At one point,
Domino's Pizza had a guarantee that a customer would receive their pizza within 30 minutes
of ordering, or they would receive the pizza free and Domino's still guarantees delivery within
30 minutes, failing which the customer is given his order free of cost. They do not take order
if the customer is calling from distance place where it is impossible to deliver pizza within 30
minutes If suppose a customer is ordering a pizza cost for Rs. 500 & if they are unable to
deliver the pizza within time, suppose they are late for another 6 to 10 minutes, then they give
discount of Rs 300 & provide the pizza for Rs 200. They believe in the service called TSG
(Total Satisfaction Guarantee)  Free Home delivery of home cooked food in South Delhi.
They offer both Non-Veg and Vegetarian home-cooked food for small Get-Together. The Costs
are very Reasonable and the foods are Hygienic and Low fat.

SKILL GAINED:

I have learned about the 30 minutes delivery guarantee by domino’s pizza. They
guarantee the costumer that if the pizza is not delivered with in 30 mins it can be given for free
and they take orders from distance which can be delivered within 30 mins.
DAY 10

FACTS TO ACHIEVE 30 MINS DELIVERY

BAKING TAKES 6 MINUTES:

When a customer calls, the order is flashed on the kitchen screen. The pizza maker
looks at it and gets down to the job at hand. There is the obvious dough stretching, saucing and
cheesing, and depending on the nature of the order, 'itemizing' or topping, before it goes into
the oven. Baking takes 6 minutes from where it goes to the cut table.

6-7 PEOPLE DEPLOYED:

Finally, it lands up on the routing table where it is packed as per order in pizza delivery
boxes (read: warm bags) that SDPs carry to the last mile. "On average, we deploy 6-7 people
on the process depending on the store size”

HOW THE 30 MINUTES DIVVY UP:

So, this is how the 30 minutes divvy up. From order to oven, it should not take more
than 4 minutes. Since the oven takes six minutes to bake; cutting, packing and pick-up make
up for, say, another five minutes. And delivery time should never exceed eight minutes. Add
all that-it's a neat 23 minutes.

SEVEN-MINUTE BUFFER TIME:

"We're designed to deliver in 23 minutes and give a seven-minute buffer to our

employees for unforeseen traffic, rains etc.," says Rajpal. The 50-year-old Kaul's calling is thus
justified.
With 20,000 employees across 552 stores spanning 118 cities, the process is performed de
rigueur day in and out.

SKILL GAINED:

I have learned about the process which helps to achieve domino’s pizza achieve 30
minutes delivery. Their baking process takes only 6 minutes, 6 to 7 people gets involved in
packing and delivery happens with in 10 mins.
DAY 11
MARKETING STRATEGY

There are several marketing strategies like product innovation, pricing approach,
promotion planning etc. These business strategies, based on Dominos marketing mix, help the
brand succeed.

DOMINOS PRODUCT STRATEGY:

In America the most popular offered by Dominos is the pepperoni pizza. In other places
it ranges from a lot of vegan pizzas to other non-vegetarian pizzas. The size of the bases has a
lot of variety and are of various types. A variety dips, sauces and toppings are also included.
Domino’s pizza can be customized as per the preference of the customer. It also contains a
variety of pastas both of non-vegetarian and vegetarian types. Apart from pizza breads there
are other flavoured breads on the menu. The side items offered by Dominos also include
chicken wings, bacon and other flavoured chicken dishes. All these are the main product mix
in the pizza brand’s marketing mix. The dishes are also accompanied with drinks for which it
has tied up with Coca Cola and sell all the soft beverages and major juices made by Coca Cola.
The Dominos menu also majorly consists of various types of pizzas, chicken crusts, flavoured
breads, pastas, side dishes ranging from dips, desserts, chicken items and sandwiches, burger
pizzas, mousse cake, choice of toppings. The soft beverages and other drinks again are tied up
with Coca Cola.

DOMINOS PRICE/PRICING STRATEGY:

Dominos has got a very competitive pricing for its pizzas Since Dominos has two major
competitors which are almost equally or even more spread than it is it has to keep competitive
prices. The prices are differentially done with three sizes available and the non-vegetarian
pizzas being charged relatively higher. Also, the pricing of pizzas and other eatables in its
marketing mix is so done that the segment one size is catering to does not overlap with the
other. Also, as we go on customizing the charges are on the basis of part added to the pizza.
The side dishes do not have choices and are priced at one price

SKILL GAINED:

I have learned about the marketing strategy of domino`s pizza and 4P`s of Marketing
mix. Customizing their product according to the customer taste and preference also setting the
price affordable and attracting the customers with super cool offers.
DAY 12

MARKETING MIX

DOMINOS PLACE & DISTRIBUTION STRATEGY:

Dominos operates on a franchise-based model where 97% of its business is franchise

owned. Currently there are around 17000 Dominos stores globally. In the United States around
4000+ domestic franchise stores and 800 around franchisees operating more than one stores.
Internationally there are more than 7000 stores of Dominos. Outside the United States, India is
the next hotspot destination having more than 1000 stores. It has several dough manufacturing
centres and 1 equipment supply centre, 1 vegetable processing centre and 1 pressed plant centre
in America. Similar kind of proportions are maintained globally although the machines and
other equipment are supplied by Dominos itself. Dominos also has presence online as 95% of
the transactions are done online through apps and on its websites with more than 30 countries
making orders online. The brand utilizes not only its platform for delivery, but also promotes
itself on food deliver App.

DOMINOS PROMOTION & ADVERTISING STRATEGY:

Dominos does majority of its promotions on its websites, mobile apps and personalised
SMS to individual customers to gain more attention by making them aware of the new offers
and discounts. Dominos also promotes itself through TV commercials where it claims to
deliver pizza with a 30-minute guarantee for home deliveries. It also tied up celebrities
regionally to better connect through the Dominos advertisements. Dominos also has featured
in many newspapers also for various new innovative products it launches in its menu. Dominos
also offers various discount promotions on various days of a week ranging from 10% discounts
to full pizza free, also any side dishes free and bundling techniques are used to attract
customers. This department makes sure that it stays ahead of the game by understanding What
customers want and publicising its brand through innovative advertising, direct mail, e-
commerce and PR. Marketing is also closely involved in the development and launch of new
products and technology that makes Domino’s stand out from the competition.

SKILL GAINED:

I have learned about the place and distribution strategy of domino’s pizza.
DAY 13

MARKETING MIX

PEOPLE:

Dominos staff is very much trained although there is not much scope of innovation to
do in the customer service as they have to meet minimum standards. The Dominos employees
undergo training as per the training manual and according to the guidelines provided by the
dedicated learning and development team. Employees are also encouraged to provide ideas for
improvement through the classroom training and other developmental tools. The innovations
are supported through rewards under various schemes. There is also a stringent feedback
system which is linked to the performance system and hence makes the employees accountable
for their actions and behaviour on the workplace. It also supports various certifications and
other external development programs. Also, the employees up to the higher management wear
the uniform of Dominos which shows the equality and strong values it maintains in the
organization.

PROCESS:

The Dominos restaurant has two methods of service that is order at the restaurant and
order online which could be taken away or delivered at home. Both these processes in its
marketing mix are its service offering backbone. As it guarantees thirty minutes delivery
Dominos prioritizes the home deliveries first as they need to be prepared quickly and then taken
over by the delivery boy to be delivered. The Dominos restaurant deliveries are also done on a
token basis which determines the queue number and customers can collect their pizzas after
they have paid for their orders. In the restaurants they have to choose from the menu at the
many counters which are at the front end of the kitchen from a menu being displayed in front
of them. After the order being placed immediate payment is made after which they wait for
being served. The Dominos restaurants also has a cleaning staff which regularly maintains the
hygiene of the restaurant. In the online deliveries there is the pizza tracker system where you
can track your order phase from order taking till the delivery reaches home. The customers can
also give the feedback directly to the attendees.

SKILL GAINED:

I have gained knowledge about the marketing mix of domino’s pizza. The people and
process of Ordering in online and in store.
DAY 14

PHYSICAL EVIDENCE:

Dominos’ biggest physical evidence is its attractive family outlets. The customer
receives the hot pizza in a specialized covering which flashes the promotions and Dominos
logo. The size of the packaging differs with the size of the orders and all individual items are
generally packed separately. The employees have to be in their typical attire consisting of the
Dominos T-shirt and cap and also with minimum level of conduct. The payments are made
through cash or card in restaurants and for online orders there are variety of payment methods
include cash, card and mobile payments. The Dominos customer support is also online during
the restaurant working hours for taking telephonic order as well as address to the customer
grievances. The customer support is available through website or phone with their countrywide
unique number.

SKILL GAINED:

I have learned about Physical Evidence, one of the marketing mix of Domino`s Pizza.
DAY 15

DOMINO’S DIGITAL MARKETING STRATEGIES

Domino’s undertakes a whole variety of digital marketing activities wherein they take
care of SEO, SEM, SMM, and a lot of other things. Following is an analysis of Domino’s
marketing campaigns.

SEARCH ENGINE OPTIMIZATION

Good Search Engine Optimization is very important to get ranked at the top in Google
search results. This ultimately drives a lot of traffic to the business website and also increases
the trust of people in the business. For a brand, it is very important to have a strong SEO.
As per the SEO audit result, the Domain Score of the website is 92. The use of Meta Title is
strong since they have used the relevant keywords in the title. The Meta Description is also
relevant as they have used the right keywords in it with making it obvious on what they have
to offer. The web page uses both H1 Headings and H2 headings as well which makes it easier
to know what exactly the page contains. The web page has an updated site map as well.
Through the SEO Audit results, it is clear that Domino’s India is an SEO friendly Website and
the SEO team works pretty hard to maintain good SEO work.

SKILL GAINED:

I have gained knowledge about the digital marketing of domino`s pizza. I have learned
about their search engine optimization.
DAY 16

DOMINO’S PIZZA SOCIAL MEDIA STRATEGY

As of January 2020, Domino’s India has around 234k followers on Instagram, 7.1
million likes on Facebook, 1.3 million followers on Twitter, and 62.2k subscribers on
YouTube. Domino’s India’s presence is noticeable on social media. Domino’s India tends to
play with the cord nearest to the heart. They connect and make things relatable for their
followers by using common people in a Domino’s marketing campaign or use hashtags or
slogans that will ultimately create an emotional connection with their audience. For example,
have a look at this video Compared to its competitors the Domino’s social media marketing is
far more enticing. They also do a lot of Moment Marketing through videos on social media
platforms, they have achieved successful campaigns. They also have their videos in different
languages to reach as many people.

DOMINO’S ON FACEBOOK

On the Domino’s Facebook page, you can find a good mix of promotional content and
community-engaging posts, with lots of colourful and fun visuals. Keeping up with the times,
Domino’s typically engage with national/hashtag holidays and reference current events.

DOMINO’S ON INSTAGRAM

Instagram is equally on-trend, using popular hashtags and employing the ‘taking photos
of your food and posting them’ tactics. Every week, Domino’s UK showcases a different photo
taken by employees at stores from across the country. This is a great way to show the human
side of the brand, engage employees, and encourage content sharing.

DOMINO’S ON TWITTER

On Twitter, Domino’s goes down the route of primarily customer service, with
interactions, GIFs, and pizza memes sprinkled throughout.

SKILL GAINED:

I have gained knowledge about the social media strategy of Domino`s pizza.
DAY 17

PRODUCT VARITY

➢ Veg Pizza
• Margherita, Double cheese Margherita, Farm House, Peppy Paneer, Mexican Green
wave, Deluxe Veggie, Veg Extravaganza, Cheese N Corn, Paneer Makhani, Veggie
Paradise, Fresh Veggie, Indi Tandoori Paneer.

➢ Non-Veg Pizza
• Pepper Barbecue Chicken, Chicken Sausage, Chicken Golden Delight, Non-Veg
Supreme, Chicken Dominator, Pepper Barbecue & Onion, Chicken Fiesta, Indi
Chicken Tikka.

PIZZA MAKING

Here comes the baker’s secret – When pizza is baked at high temperatures heat
cause dryness which results in chew and dry pizza crust. Commercially pizza is baked in
large and highly expensive oven which comes with steam injection. That’s why domino’s
pizza is soft and moist in texture. The dough is made in a central location, and arrives in small
balls, in a refrigerated truck, and must be kept refrigerated until it is time to allow it to rise. It
is allowed to rise until it is twice the size it was originally, and then stretched and tossed until
it is the right size for the screens that carry it through the conveyor belt oven. (or it’s put in a
stone oven, and turned a few times, depending on the type of oven being used). Canned sauce
is spread over the dough, once it’s placed on the screen. Toppings are sprinkled on top of the
sauce. Cheese is sprinkled on top of the toppings. The screen is then placed in the oven. The
conveyor belt style needs little attention. It comes out the other end, is put in a box, and then
sliced. In a stone oven, the pie must be turned and moved a few times, then removed, and again,
placed into a box, and sliced.

SKILL GAINED:

I have learned about the Pizza Products offered by Domino`s Pizza and their Pizza
Making Techniques and Recipe.
DAY 18

OTHER PRODUCTS

➢ Breads
• Garlic Breadsticks
• Stuffed Garlic Bread

➢ Dips
• Cheese Jalapeno Dip
• Cheese Dip

➢ Dessert
• Lava cake
• Butterscotch Mousse Cake

➢ Side Orders
• Potato Cheese Shots
• Crunchy Strips
• Taco Mexicana Veg
• Taco Mexicana Non-Veg
• Crinkle Fries
• Veg Parcel
• Chicken Parcel
• Brownie Fantasy

➢ Pasta
• Veg Pasta Italiano White
• Tikka Masala Pasta Veg
• Cheese Jalapeno Pasta Veg

SKILL GAINED:

I have gained knowledge about the Other products offered by Domino`s pizza.
DAY 19

EFFECTIVENESS OF ORGANIZATIONAL CHANGE

Domino’s Pizza can identify and implement new changes within the shortest time
possible. The firm’s organizational structure outlines the major paths that can be taken
whenever making specific decisions. The above three committees can propose and analyse the
best organizational changes. These committees will consider the major issues that should be
addressed by every proposed change. These committees should also be ready to collaborate
with the company’s Board. This strategy will make it possible for the company to identify the
most appropriate change. The committees should always conduct the best studies. This practice
can ensure every proposed change supports the best outcomes.

The organizational design also empowers different managers from every geographical
region. These individuals can also “be incorporated during the change-implementation
process” This practice will ensure the proposed change supports the company’s present and
future goals. The employees at the company are always equipped with the right resources and
competencies. They always focus on the targeted organizational goals and objectives. The
company also equips the employees with the best ideas in order to become innovative. This
practice makes it possible for Domino’s Pizza to identify and implement new organizational
changes. The “existence of different roles, teams, obligations, and departments can support the
company’s goals”. It is therefore notable that every change implemented in this company will
be effective. The company has competent workers and leaders who can handle every phase of
the proposed change. This fact also explains why Domino’s Pizza has been able to realize its
business potentials. A powerful organizational culture can be communicated to different
stakeholders. This goal can be achieved by identifying specific values and principles that
govern the firm. The Human Resource (HR) department should also be ready to support the
proposed organizational culture. The next strategy can focus on new workplace policies. For
instance, the firm should outline specific guidelines and requirements in order to support
different workers. The guidelines should also “indicate the most appropriate behaviours and
ethical practices”.

SKILL GAINED:

I have learned about the Organizational changes undertaken by Domino`s Pizza.

DAY 20

INNOVATING THE PIZZA DELIVERY BUSINESS

• Domino's Heatwave Hot Bag

Domino's Heatwave; hot bags were introduced in 1998. Each hot bag contains a
patented heating mechanism warmed via electro-magnetic energy. This technology keeps the
pizza oven-hot during a normal delivery. The outer material of the bag is made with water-
repellent nylon rather than the vinyl material previously used. Inside the bag is 3M Thinsulate
insulation, which eliminates unwanted moisture, keeping the pizzas both hot and crisp

• A better box

Domino's was the innovator behind the sturdy, corrugated pizza box, which keeps
moisture from weakening the box, while preventing cheese from sticking to the top during
delivery.

• Car-top sign - in 3-D!

Today, it's hard to miss pizza delivery cars -- thanks to Domino's Pizza. Pizza and side
order boxes account for most of the packaging used by Domino’s Pizza,

PACKAGING

Pizza and side order boxes account for most of the packaging used by Domino’s Pizza,
although some small items such as dips and desserts are packaged in other materials. This fact
sheet focuses on Domino’s Pizza box packaging

DESIGN

Nearly 38 million pizza boxes are used by Domino’s Pizza in a year, A layer of
corrugated paper encapsulated by board forms the main body of the box packaging and
provides insulation. Each box is also punctuated with small ventilation holes to allow steam to
escape, preventing the pizza from becoming “soggy”.

SKILL GAINED:

I have learned about the Packaging and Design of Pizza box of Domino`s Pizza.
DAY 21

DOMINO`S PIZZA VALUE CHAIN

Dominos has focused on these key customer needs throughout the value chain, and has
not allowed any digressions in this area unlike other competitors who have evolved a mixed
model of full-service restaurants and takeaway outlets, or a hybrid combination of both. This
has diluted their strengths in the segment Dominos focuses on - Takeaway / Home delivery. Its
global operational model allows for lean stores, well-trained staff and flexibility at a country
level to customize menus to suit customer tastes. Operational requirements have prompted the
use of technology to make the customer experience more enriching, it has a history of firsts –
they were the first to use TV as a distribution channel, an online tracking system that allows
customers to track the pizza order and a proprietary point of sale system.
Combination of the Company level strategy and the Operational Strategy has resulted in
Dominos having a reputation for reliability and consistent pizza quality – these strategies have
ensured that Dominos continues to meet its customer needs. For instance, Domino’s Pizza is
committed to leading the industry in product quality and using the best ingredients for its
customers. Domino’ Pizza also includes local flavours into their menu as one of the key things
that Domino’s Pizza do to appeal to the local market, creating tasty and innovative
combinations. Domino’s Pizza has adopted the Make-to-Stock Approach for its Supply Chain
Management. The company supply chain is supports lean production and is based on just in
time stock management and stock control. Dominos has an innovative supply chain model that
ensures all purchases are managed centrally across all franchises around the world. The core
entity, which runs the supply chain network, is called Dominos supply chain services – a fully
owned subsidiary which supplies the dough, raw materials (the condiments, and ingredients
that go into the food products), the kitchen equipment / machinery. This entity supplies to all
the master franchises – effectively giving the company a few key advantages: (1) With a
centralized buying department, the company is able to leverage its buying power, and is able
to negotiate the best costs for its purchases.

SKILL GAINED:

I have learned about the value chain of Domino`s Pizza.

DAY 22

JOB OPPORTUNITIES – DOMINO’S PIZZA CAREERS

The majority of accessible work options include hourly customer service

representatives and transportation jobs. Both roles have different tasks at entry-level, such as
order-making, cooking food, and keeping clean kitchens and customer spaces. Workers must
be at least 16 years of age for the hiring process while driving, and supervision positions
typically require applicants to be at least 18 years of age.

Team Member

▪ The staff of Customer Services work with kitchen appliances, organize and prepare and
cook menu items.
▪ Representatives of customer service are paid hourly from a minimum rate to $8,00 per
hour. Workers have lengthy periods of standing, repetitive duties, and heavy inventory
lifting sometimes.

Driver

▪ Drivers fulfil many of the same tasks as other start-up staff and carry products to homes
and companies. However, tips are added for compensations, as hourly earnings differ
on the place.
▪ Drivers usually have to meet age limits and hold a valid driver’s license for part-time
jobs.

Management

▪ Administrative posts tend to fall under assistant managers and heads. Assistant
managers are responsible for costs and inventories, client relationships, and mentoring
personnel. The manager’s assistant generates $10.00-$12.00 an hour while the
managers generate up to $50,000 per year.

SKILL GAINED:

I have learned about the Job Opportunities of Domino`s Pizza.

DAY 23

JOB APPLICATIONS PROCESS

1. Inquiry stage: Press the link “APPLY NOW” and fill in the Application Form online. You
will reply to your inquiry by providing you a booklet and information about your franchise.

2. Application/ review documents: Your franchise recruiting officer will evaluate your
online application and present you with your registration document package in anticipation
of your telephone interview.

3. Phone interview: Upon completion of your request documents, they’ll book you for a
telephone interview. Again, this is an opportunity to get to know you better and vice versa
by telephone interview, so make sure you have researched extensively and prepared all
your questions.
4. Development meeting: After your telephone interview is completed, you will be asked
finalize draft business plans before organizing your meeting with our CDO. We will review
your application’s business complications at this conference and assist you with your
business strategy, site selection, and store certain information. Once this meeting is
completed, our CEO will send store financial information to qualified candidates to start
diligent proceedings.
5. Orientation: The licensed company is organized with a two-day training and functional
evaluation in your area to give you a practical flavour of the company’s operational side.
6. Franchising process: A business strategy develops, a cash flow prediction creates,
franchise agreements reach, the Market Manager meets, the financial deal is confirmed,
and the franchise agreement is authorized.
7. Training: During the next twelve weeks of rigorous training, you will have vital abilities
to become a top-level business owner in the Domino network.

SKILL GAINED:

I have learned about the job application process for setting a franchise store of
Domino`s pizza.
DAY 24

TRAINING

Pizza Making Training

The Instructions Given to the Pizza Making Person - Grab the correct portion from the
make line bin and then evenly spread the topping over the pizza. Use both hand so you can go
more quickly. Check quality of the item. Place items on the belt outside the oven. Try to take
the correct portion of cheese from the bin in one or two grabs. Finally, put items to one side of
the belt so that two items can be baked side by side.

Pizza Delivery Training

Training about Delivery troubleshooting is given. The Payment can be collected at the
door. Driver check in and drop. Driver check out. At the door Count out full change, starting
from the smallest coins to the largest notes don’t assume the tips. Take the credit card slip and
a pen on the delivery Swipe the card or imprint it on the slip and get the customers signature.
Treat credit card slips like cash, depositing them in the drop box. To ensure great customer
service as well as your safety at all times, you must be ready to handle all type of situations on
delivery

SKILL GAINED:

I have learned about the various training given to the staffs of Domino`s Pizza.
DAY 25

OTHER TRAININGS

Ordering

➢ Answering the phone is 1st priority

➢ Telephone etiquette
➢ Phone script
➢ Telephone hold procedure
➢ Suggestive selling
➢ Takeaway customer priority and ordering
➢ Takeaway payment transaction

Other Training

➢ Personal hygiene
➢ Personal safety
➢ Hand washing
➢ Chemical safety
➢ Total satisfaction guaranteed.
➢ Drive defensively
➢ Box labelling
➢ Telephone procedure
➢ Sink setup Maps, delivery areas and Using hot bags.

Primary training:

It includes - Suggestive selling, Cleaning and sanitizing, Sweeping and mopping.

SKILL GAINED:

I have learned about the other trainings given to the employees of Domino`s Pizza.
DAY 26

EMPLOYEE BENEFITS

Health & Insurance Benefits

➢ Health Insurance
➢ Life Insurance
➢ Dental Insurance
➢ Vision Insurance
➢ Temporary Disability Insurance
➢ Long-term Disability Insurance

Retirement & Financial Benefits

➢ 401(k) Plan
➢ Profit Sharing
➢ Defined Contribution Pension Plan

Domino's offers various benefits to their hourly employees, and even though they
don't pay as much as some other fast food chains they make it up with these benefits.
Every employee has free meals at work, and the amount depends from one store to
another. All employees are also given a discount that can range from 10% to 30% but if
the store is run by a franchisee, this discount is limited to that store only.
Domino's Pizza offers health, dental, and vision coverage. Domino's Pizza also offers group
life insurance, short-term disability insurance for accidents or illness, and long-term disability
insurance Domino's Pizza offers defined contribution pension plan, businesses help workers
save and invest for retirement.

SKILL GAINED:

I have learned about the Various Benefits given to the employees of Domino`s Pizza.
DAY 27

TURNOVER

Revenue from Operations in Q4 FY21 was at Rs 10,259 million, up by 14.3% from the
previous year, while PAT (Profit After Tax) stood at Rs 1,043 million, reflecting a 395.5% rise
year-on-year. This was driven by Domino’s like-for-like sales growth (adjusted for temporary
restaurant closures) of 15.1% and same-store sales growth of 11.8%, the company said in its
earnings statement. Domino’s witnessed continued momentum in Delivery and Takeaway
channels, which grew by 28.7% and 76.9% respectively, it added. The company opened 53
new stores during the quarter, including 50 new Domino’s stores and one new store each for
Hong’s Kitchen, Ekdum! and Dunkin’ Donuts. It also acquired 32.81% equity stake in DP
Eurasia N.V., an exclusive master franchisee of Domino’s Pizza in Turkey, Russia, Azerbaijan
and Georgia, and announced an agreement to bring Popeyes® to India, Bangladesh, Nepal and
Bhutan.

For the financial year 2020-21, Revenue from Operations stood at Rs 32,689 million.
EBITDA came in at Rs 7,666 million at 23.5% of revenue — up by 88 bps year-on-year. Profit
after Tax stood at Rs 2,337 million at 7.1% of revenue.

SKILL GAINED:

I have learned about the Revenue and turnover of Domino`s Pizza.

DAY 28

Environment Analysis

Recycling & The Environment

Minimum of 80% of the corrugated board used for Domino’s Pizza’s box packaging is
made from recycled paper. The remaining 20% is made from virgin pulp to increase the board’s
strength and this is specially sourced from sustainable forests. Domino’s Pizza box packaging
is completely recyclable. There are many recycling points to be found locally and Domino’s
encourages customers to take used box packaging to these points for recycling. Alternatively,
the Environment department at your local council may provide details of your nearest recycling
collection point. Domino’s Pizza stores create hardly any litter.

Safety

All cardboard used in Domino’s Pizza’s box packaging is accredited as being ‘food-
friendly’ by the Food and Drug Administration in the USA. and only water-based inks are used
to create the distinctive Domino’s Pizza designs that appear on the boxes. All Domino's Pizza
boxes are manufactured to British standards BS5750/ISO9000 certificate no: Q06314 and
comply with all relevant EU legislate.

Environmental Factors that Impact Domino's Pizza, Inc.

• Weather
• Climate change
• Laws regulating environment pollution
• Air and water pollution regulations in Restaurants industry
• Recycling
• Waste management in Services sector
• Attitudes toward “green” or ecological products
• Endangered species
• Attitudes toward and support for renewable energy

SKILL GAINED:

I have learned about the Environmental Analysis of Domino`s Pizza.

DAY 29

Social Factors that Impact Domino's Pizza, Inc.

• Demographics and skill level of the population

• Class structure, hierarchy and power structure in the society.
• Education level as well as education standard in the Domino's Pizza, Inc. ’s industry
• Culture (gender roles, social conventions etc.)
• Entrepreneurial spirit and broader nature of the society. Some societies encourage
entrepreneurship while some don’t.
• Attitudes (health, environmental consciousness, etc.)
• Leisure interests

Technological Factors that Impact Domino's Pizza, Inc.

• Recent technological developments by Domino's Pizza, Inc. competitors

• Technology's impact on product offering
• Impact on cost structure in Restaurants industry
• Impact on value chain structure in Services sector
• Rate of technological diffusion

Legal Factors that Impact Domino's Pizza, Inc.

• Anti-trust law in Restaurants industry and overall in the country.

• Discrimination law
• Copyright, patents / Intellectual property law
• Consumer protection and e-commerce
• Employment law
• Health and safety law
• Data Protection

SKILL GAINED:

I have learned about the social, technological, legal factors that impact on Domino`s
pizza.
DAY 30

COMPETITORS

1) Pizza Hut

Pizza Hut is arguably one of the most significant Domino’s Pizza Competitors that
directly competes with the brand in the fast food industry. It specializes in take-out and
delivering of pizza and has established quite a considerable number of stores in the US and
other countries including Canada, Mexico, UK, Germany, Spain, and France. In 2016, Pizza
Hut was ranked as the leading pizza outlet in the entire world

2) McDonald’s

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. Its locations have expanded with a
total estimated operating income of about $7.8 billion per annum.

3) KFC

It refers to Kentucky Fried Chicken. 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.

4) Burger King

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.

SKILL GAINED:

I have learned about the competitors of Domino’s pizza.

 CONCLUSION

Domino’s Pizza is recognized as the world leader in pizza delivery. The company’s
fortune in the industry reflects their active arrival as the first chain to offer delivery to the
consumer. Since Domino’s focused its business solely on delivery, they were also the driving
force behind pizza delivery technology. Domino’s Pizza has achieved success in creating the
pizza box that has become a standard for the pizza industry. Domino’s dominated the market
with the delivery concept until its main competitor Pizza Hut began experimenting with
delivery in 1999. Domino’s is also commonly known for creating the “30-Minutes Delivery
Guarantee” for its pizza delivery. Domino's is the only pizza company that guarantees
customer’s order will arrive within 30 minutes or Domino’s will give its customer a free
Regular Pizza voucher. This slogan helped the company attract customers. Domino’s has
benefited greatly from implementing the first truly effective home delivery system.

Through this study I have learned about the Vision, Mission and values of domino`s
pizza. Their Franchiser, branches, models of Franchise in India. Their Brand Logo and the
details behind their logo. Their SWOT Analysis, New Promotional activities, Special offers
given to the costumer. I have gained knowledge about the Risk related to their business and
Operation Strategy, Marketing Strategy, Marketing Mix, Digital Marketing Strategy, Social
Media Strategy, Product variety. And also, about their Organizational Change, Value chain,
Job Opportunities, Job Application Process, Various Training given to their employees,
Benefits given to their staffs, Overall turnover and Competitors of Domino`s Pizza.