Domino’s

Domino’s was founded by Tom and James Monaghan in 1960 where their first store called
DomiNick’s opened in Michigan, USA (Domino’s, 2023). Tom then traded his car in order to
buy his brothers share in the company and renamed it to Domino’s. Their first product
introduced was called the Handmade Pan Pizza which led to 5000 stores around the world
being open that same year. In 2011, Domino’s became a three-time pizza delivery company to
be named “Chain of the Year” by Pizza Today Magazine. What differs Domino’s Pizza from
other fast food delivery companies is their ability to deliver to hotspots like beaches rather
than specific addresses (Vasani,2023).

Dominos business is following different marketing strategies for example, digital

advertising, email marketing, and social media advertising. First, Dominos digital marketing
strategy is cooperation with search engine optimisation companies like google to tailor data-
driven customised ads with catchy headlines and graphics to attract their target
audience.Secondly, promotions and advertisements for current offers and deals are also
shared with Domino’s target audience through email subscriptions (.). Thirdly, dominos has a
strong social media presence. They advertise their products through Instagram, Facebook,
and Twitter. Through these social media platforms, Dominos maintain good interactions with
their customers, by responding to any queries they may have efficiently and advertise their
offers and deals. Another marketing strategy that Dominos considers in the USA, is providing
school lunches called the “Smart Slice” pizza which is provided for several school districts.
This has led to partnerships with multiple organisations, two of them being Ultragrain and
School Nutrition Association. According to the official domino’s website, a food service
director has increases children’s school lunch participation by an average of 30% (Domino’s
Pizza, 2023).

In 2008, consumer rates decreased significantly due to an employee abusing the dough used
to make the pizzas in an unsanitary manner (Mittal, 2019). In response to this, Domino’s
began to take advantage of innovation technology by creating new lines of pizza, different
toppings, and desserts to order alongside a pizza.

As Pizza Hut is one of Domino’s top competitors as they both operate in the same segment,
specialising in take-out and delivery services with multiple stores around the world, in 2016
Pizza Hut was ranked the leading pizza company globally (Basin, 2023). However, in 2021,
42% of sales in the pizza industry went to Domino’s, outstripping its competitors, Pizza Hut
and Papa Johns (Perri, 2022) (see appendix A). Globally, Domino’s had retail sales of over
$4.2bn whereas Pizza Hut was approximately $1.71bn. To maintain competitiveness,
Dominos introduced a new strategy in 2009, which was the introduction of the American
Legend line of pizzas.

Background info: https://corporate.dominos.co.uk/our-journey

 Over two-thirds of our stores around the world will have the ability to take orders
from Uber Eats. We are excited to strategically enter the multi-billion dollar
aggregator marketplace as the number one pizza brand in the world."

https://ir.dominos.com/news-releases/news-release-details/dominos-pizzar-announces-
second-quarter-2023-financial-results

Findings about recent marketing strategy

Numerous locations but with no dining area (illumination, 2023))

Family deals
Encourage to buy more than one pizza

Marketing strategy and segmentation ( I create)

Segments : men, women, children

Men: zero pizza

Women: diet pizza
Provide school lunches globally, not just America

Show through poster zero pizza and diet pizza

Poster Explanation:

Impact (I want it to make)

Conclusion ( recommendation if there are any)

APPENDIX

Appendix A
Reference list

https://secondmeasure.com/datapoints/dominos-nyse-dpz-growth-strategy-qsr-pizza-chain-
market-share/

https://www.marketing91.com/dominos-pizza-competitors/

UKEssays (2018 )“Dominos Pizza: Strategic Analysis and Recommendations”. Available at:
https://www.ukessays.com/essays/business/strategic-analysis-and-recommendations-for-
dominos-pizza-business-essay.php?vref=1 [Accessed 2 December 2023]

The Brand Hopper (2023) “Marketing Strategies, Mix And STP Of Domino’s Pizza”
Available at: https://thebrandhopper.com/2023/07/05/marketing-strategies-marketing-mix-
and-stp-of-dominos-pizza/ [Accessed 2 /dec 2023]
Rishoo Mittal (2019) “Domino’s Pizza Inc. Strategies” Available at:
https://www.theverge.com/2023/6/20/23767051/dominos-pizza-pinpoint-delivery-google-
maps [Accessed 2/ Dec 2023]