Professional Documents
Culture Documents
Dominos
Dominos
Preface................................................................................................
Acknowledgement.............................................................................
Certificate...........................................................................................
Declaration.........................................................................................
1.
Introduction.............................................................................
2.
History......................................................................................
3.
Objective,
scope
and
need
of
the
study....................................................................
4.
5.
6.
7.
8.
9.
10.
Research methodology...........................................................
Customer satisfaction and product profile.............................
Controversies.........................................................................
SWOT analysis.........................................................................
Data analysis and interpretation............................................
Limitations...............................................................................
Findings..................................................................................
11.
Recommendations
conclusions..............................................................................
12.
Appendix..................................................................................
(a)
Questionnaire
(b)
Bibliography
and
1. Introduction
Type
Public
Traded as
NYSE: DPZ
Industry
Restaurants
Founded
Headquarters
Area served
Worldwide
Key people
Tagline
USP
Target group
Positioning
Products
Revenue
Employees
Dominos Pizza, Inc. (Dominos) is a pizza delivery company in the United States. As of
January 1, 2012, it operated through a network of 9,742 Company-owned and franchise
stores, located in all 50 states and in more than 70 international markets. In addition, it
operates 16 regional dough manufacturing and supply chain centers, one equipment and
supply facility, one thin crust manufacturing center and one vegetable processing center in
the contiguous United States, and six dough manufacturing and supply chain centers
outside the contiguous United States. The Company operates its business in three
segments: domestic stores, domestic supply chain and international. As of January 1, 2012,
the domestic stores segment was consisted of 4,513 franchise stores and 394 Companyowned stores. Its domestic supply chain segment, which manufactures its dough and thin
crust products, processes vegetables and distributes food, equipment and supplies to all of
its Company-owned stores and over 99% of its domestic franchise stores. As of January 1,
2012, its international segment was consisted of 4,835 franchise stores outside the
contiguous United States. It also manufactures dough and distributes food and supplies in
a limited number of these markets.
Dominos Pizza currently operates in more than 60 countries across the globe. In India,
Ajay kaul is the CEO of Dominos.
The Companys menu has three choices for pizza products: pizza type, pizza size and pizza
toppings. Its stores carry two or three sizes of Traditional Hand-Tossed, Pan, Brooklyn
Style and Crunchy Thin Crust pizza. Its typical store also offers Dominos Artisan pizzas,
Dominos American Legends pizzas, Dominos Oven Baked Sandwiches, Dominos Bread
Bowl Pasta, boneless chicken and wings, bread sticks, Cinna Stix, Chocolate Lava Crunch
Cakes, new Stuffed Cheesy Bread and Coca-Cola soft drink products. It also offers other
products on a promotional or a regional basis, such as salads.
The Companys computerized management information systems are designed to improve
operating efficiencies, provide corporate management with access to financial and
marketing data. Dominos PULSE features include touch screen ordering, which ensures
accuracy and facilitates order taking; a delivery driver routing system; administrative and
reporting capabilities, which enable store managers to focus on store operations and
customer satisfaction, and online ordering capability, including Pizza Tracker and Pizza
Builder.
Number 1 in Pizza
Number 1 in People
Mission
Values
2.HISTORY
Early years:
In 1960, Tom Monaghan and his brother, James, purchased DomiNick's, a small pizza
store in Ypsilanti, Michigan, near Eastern Michigan University.[7] The deal was secured by
a $500 down payment, and the brothers borrowed $900 to pay for the store.[8] The
brothers planned to split the work hours evenly, but James didn't want to quit his job as a
full-time mailman to keep up with the demands of the new business. Within eight months,
James traded his half of the business to Tom for the Volkswagen Beetle they used for pizza
deliveries.[8] By 1965, Tom Monaghan had purchased two additional pizzerias; he now
had a total of three locations in the same county. Monaghan wanted the stores to share the
same branding, but the original owner forbade him from using the DomiNick's name. One
day an employee returned from a pizza delivery and suggested the name Domino's.
Monaghan immediately loved the idea and officially renamed the business Domino's Pizza,
Inc. in 1965.
The company logo originally had three dots, representing the three stores in 1965.[8]
Monaghan planned to add a new dot with the addition of every new store, but this idea
quickly faded, as Domino's experienced rapid growth.[8] Domino's Pizza opened its first
franchise location in 1967[9] and by 1978 the company expanded to 200 stores.[10] In
1975, Domino's faced a lawsuit by Amstar Corporation, the maker of Domino Sugar,
alleging trademark infringement and unfair competition. On May 2, 1980, the Fifth Circuit
Court of Appeals in New Orleans found in favor of Domino's Pizza.
International expansion:
On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,
Canada.[12] That same year, Domino's opened its 1,000th store overall. In 1985, they
opened their first store in the United Kingdom in Luton.[13] Also in 1985, Domino's
opened their first store in Tokyo, Japan. By 1995, Domino's had expanded to 1,000
international locations. In 1997, Domino's opened its 1,500th international location,
opening seven stores in one day across five continents.[14] From 2007 to 2012, Domino's
gradually established a presence in India with at least 1,000 locations by 2012.[15] By 2014
the company had grown to 6,000 international locations and was planning to expand to
the pizza's birthplace, Italy. CEO Patrick Doyle in May 2014 said the company would
concentrate on its delivery model there.
Sale of company:
In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced
his retirement, sold 93 percent of the company to Bain Capital, Inc. for about $1 billion,
and ceased being involved in day-to-day operations of the company.[17] A year later, the
company named David A. Brandon CEO.
In 2004, after 44 years as a privately held company, Domino's began trading common
stock on the New York Stock Exchange under the ticker symbol "DPZ".[19] Industry trade
publication Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003,
2010, and 2011.[20][21][22] In a simultaneous celebration in January 2006, Domino's
opened its 5,000th U.S. store in Huntley, Illinois, and its 3,000th international store in
Panama City, Panama making 8,000 total stores for the system.[23] In August 2006, the
Domino's location in Tallaght, Dublin, Ireland, became the first store in Domino's history
4. RESEARCH METHODOLOGY
(a)Research design:
The controlling plan for a marketing research study in which the methods and
procedures for collecting and analyzing the information is to be collected is known
as Research Design or a framework or plan for a study that guides the collection
and analysis of the data
Questionnaire Method
Direct Personal Interview Method
Observation Method
SECONDARY DATA: It is not possible to collect first hand information for each &
everything so secondary data from various sources like t.v, internet ,reports etc.
(c)Sampling:
A fine subset of the population, selected from it with the objectives of investigating its
properties is called a sample and the number of unit in the sample is known as sample
size. Sampling is a tool which enables us to draw conclusion about the characteristics of
the population after studying only those subjects or items that are included in the
sample. In sampling method only few units of the population is considered. The choice
of an appropriate sampling design is of keeping in view the objectives and scope of the
enquiry and the type of the universe to be sampled
(i)Sampling techniques:
Random sampling: A random sampling is done in such a way that each member of the
universe has a change of being selected, which enables statistics procedures to be used
under the result to estimate sampling.
Non random sampling: In the non-random sampling the chance of any particular unit
in the population being selected is unknown. The judgments sampling method under nonrandom sampling method was adopted for the study with a
sample size of 50
respondents. In this method a designed number of sample unit is selected deliberately or
purposely depending upon the objectives of the enquirer so that only the important items
representing the true characteristics of the population are included in the sample.
(ii)Area of samplingIn this study primary data plays a vital role. The process of choosing the correct number of
respondents is nothing but sampling procedure.
Sampling area: Bhopal city
(iii)Sampling Size50 is the number of items to be selected from the universe to constitute the sample. The
method used here is random sampling and on- the spot sampling, where the samples are
selected without considering any particular quality.
(iv) Sample MethodRandom Sampling
(d)Research field:
The study has been analyzed from the different regions of the Bhopal city. The main
regions surveyed are as follow:
Lalghati
New market
M.P nagar
Kolar
India among top 10 markets for weekly fast food consumption, an online survey has found.
Most of the countries are from the Asia-pacific region with the US being the exemption.
According to an A C Neilson study of 28markets across the US, Europe and the Asia
-Pacific, carried out through the internet in interviews with more than 14000 consumers,
Asians are the worlds greatest fast food fans. Percentage of adult population eating at
takeaway restaurants at least on ceevery week:
Hong Kong 61 %
Malaysia
59 %
Philippines 54 %
Singapore
50 %
Thailand
44 %
China
41 %
India
37 %
Europe
11 %
Among the international fast food chains and local operators, Dominos emerges as the
most popular of all takeaway options with 54% of Americans, 75% of Europeans and 64%
of Asians. Dominos is most visited in Australia (84%) KFC is most visited in China (42%),
Pizza hut is most visited in India (22%) A typical fast food meal in the India & other
Multinational companies consists of fries and a burger (or other main item).
The concept of ready-cooked food for sale is closely connected with urban development. In
Ancient Rome cities had street stands that sold bread and wine. A fixture of East Asian
cities is the noodle shop. Flat bread and falafelare today ubiquitous in the Middle East.
Popular Indian fast food dishes include vadapav, panipuri and dahi vada. Some trace the
modern history of fast food in America to July 7, 1912 with theopening of a fast food
restaurant called the Automat in New York. The Automat was a cafeteria with its prepared
foods behind small glass windows and coin-operated slots. Joseph Horn and Frank Hard
art had already opened the first Horn & Hard art Automat in Philadelphia in 1902, but
their Automat at Broadway and 13th Street, in New York City, created a sensation.
Numerous Automat restaurants were built around the country todeal with the demand.
Automats remained extremely popular throughout the1920s and 1930s. The company also
popularized the notion of take out food, with their slogan Less work for Mother .The
American company White Castle is generally credited with opening the second fast-food
outletin Wichita, Kansas in 1921, selling hamburgers for five cents from its inception and
spawned numerous competitors. It is arguable because most historians and Secondary
School textbooks state that A&W was the first fast food restaurant, which opened in
1919.Afterdiscovering that most of their profits came from hamburgers, the brothers closed
their restaurant for three months and reopened it in 1948 as a walk -up stand offering a
simple menu of hamburgers, French fries, shakes, coffee ,and Coca-Cola, served in
disposable paper wrapping. As a result, they were able to produce hamburgers and fries
constantly, without waiting for customer orders, and could serve them immediately;
hamburgers cost 15cents, about half the price at a typical dinner. Their streamlined
production method, which they named the Speedee Service System, was influenced
by the production line innovations of Henry Ford. In the cities of Roman antiquity, much
produce the television commercials that they created. The catchphrase associated with the
commercials was "Avoid the Noid."
Due to a glitch on the Domino's website, the company gave away nearly 11,000 free
medium pizzas in March 2009. The company had planned the campaign for December
2008 but dropped the idea and never promoted it. The code was never deactivated though
and resulted in the free giveaway of the pizzas across the United States after someone
discovered the promotion on the website by typing in the word "bailout" as the promotion
code and then shared it with others on the Internet. Domino's deactivated the code on the
morning of March 31, 2009 and promised to reimburse store owners for the pizzas.[57]
Domino's
Shierson
Racing,
which
was
driven
by Arie
Luyendyk and won the 1990 Indianapolis 500. In 2003, Domino's teamed up with
NASCAR
for
multi-year
NASCAR."[58] Domino's
also
partnership
to
sponsoredMichael
become
Waltrip
the
"Official
Racing and
Pizza
of
driver David
Reutimann during the 2007 season in the NASCAR Sprint Cup Series.
30-minute guarantee
Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas
within 30 minutes of placing an order or they would receive the pizzas free. The guarantee
was reduced to $3 off in the mid 1980s. In 1992, the company settled a lawsuit brought by
the family of an Indiana woman who had been killed by a Domino's delivery driver, paying
the family $2.8 million. In another 1993 lawsuit, brought by a woman who was injured
when a Domino's delivery driver ran a red light and collided with her vehicle, the woman
was awarded nearly $80 million, but accepted a payout of $15 million.[59] The guarantee
was dropped that same year because of the "public perception of reckless driving and
irresponsibility", according to then-CEO Tom Monaghan.[59]
In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to
the earlier pledge but stopping short of promising delivery in a half hour.[60]
The company continues to offer the 30 minute guarantee for orders placed in its stores
situated in Colombia, India, Vietnam, and Turkey.
In Malaysia and Singapore, a refund is instead substituted with a "Free Regular Pizza
Voucher".[61][62]
In India, the guarantee is for 300 ($5) and is valid for an order of less than 4 pizzas.
International
operations
countries
with
domino's pizza:
Domino's Pizza currently has locations in 73 countries. It has its stores in 5,700 cities
worldwide (2,900 international and 2,800 in the US). Domino's has 10,988 stores as of the
first quarter of 2014, with 774 in the UK, 4,986 in the US, and 715 in India.[63][64][65] In
most cases, Domino's has master franchise agreements with one company per country, but
three companies have acquired multiple master franchise agreements, covering a number
of countries:
The rights to own, operate, and franchise branches of the chain in Australia, New
Zealand, France, Belgium, the Netherlands, andMonaco 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.[66][67][68]
The master franchises for India, Nepal, Sri Lanka, and Bangladesh are currently
owned by the Indian company Jubilant FoodWorks.
India has become the largest international market for Domino's outside its home
market. Indian pizza flavors like paneer pizza, chicken tikka masala pizza, and
kheema do pyaza pizza are selling internationally.[63]
The rights to own, operate, and franchise branches of the chain in Paraguay is
currently owned by Grupo Vierci,[70] opening the first restaurant in 2014.
Strategy: The plan devised to maintain and build competitive advantage over the
competition. Dominos successfully has been able to maintain the over the years.
They have used the effective strategies to maintain the consistency in the market for
their survival.
Structure: The way the organization is structured and who reports to whom.
Dominos has been able to maintain the structure and the disciplinary approach.
The all things are in accordance and the customer is given a special attention
and satisfaction.
Systems: The daily activities and procedures that staff members engage in to get the
job done.
Shared Values: Called "super ordinate goals" when the model was first developed,
these are the core values of the company that are evidenced in the corporate culture
PRODUCT PROFILE
6. CONTROVERSIES
7. SWOT ANALYSIS
Strength
1. High fat and high calorie food not good for health conscious people
Weakness
2 .Franchise management.
3. High staff turnover due to lack of training and development.
Opportunity
Threats
Competition
1.KFC
2.Pizza Hut
3.McDonald's
4.Subway
5.Burger King
6.Smokin Joes
7.TacoBell
Competitors
40
60
INTERPRETATION: In the first question, we have the assessed the outdoor eating
preferences of our respondents and we interpreted that a majority of 80% respondents
replied that they like eating outdoors.
2. Frequency of visit
Particulars
No. Of respondents
Once a week
10
More than once a 7
week
Once in month
8
Percentage
20
14
50
25
16
As per the data analysis, 10 respondents visit once a week, 7 visit more than once a week, 8
visit once in a month and 25 respondents visit Dominos once a fort night.
Frequency of visit
100%
80%
60%
40%
20%
0%
frequency of visit
No. Of respondents
Percentage
Dominos
17
34
Pizza hut
15
30
Mc Donalds
10
20
KFC
16
As per the data analysis of question 3, 17 prefer Dominos, 15 respondents prefer Pizza
Hut, 10 like Mc Donalds and the rest 8 go for KFC.
40
30
20
10
0
Domino's
Pizza hut
Mc Donalds
KFC
No. Of respondents
Percentage
Yes
43
86
No
14
As per the data analysis, 43 respondents said there is a consistency of taste and quality in
the food at Dominos Pizza, while 7 respondents did not agree upon this.
14
yes
no
86
INTERPRETATION: In this question, we have assessed about the taste and quality
consistency at Dominos Pizza India Limited, we interpreted from the above data that 86%
respondents feels the same taste and quality every time they visit while the rest 14% said
that there is bit changes in taste and quality time to time.
5. Pricing Satisfaction
Particulars
No. Of respondents
Percentage
Satisfied
27
54
Very satisfied
15
30
Not satisfied
8
16
As per the data analysis, 27 respondents are satisfied with its price, 15 are very satisfied,
and 8 are not satisfied with the pricing.
price satisfaction
price satisfaction
10
20
30
40
50
60
6. Promotional measures:
Particulars
No. Of respondents
Percentage
Very effective
10
Effective
25
50
Not effective
20
40
As per the data analysis, 5 respondents think that the promotional measures of Dominos
are very effective, 25 think its effective to a certain extent, while 20 do not think that the
promotional measures are effective.
promotional measures
60
promotional measures
40
20
0
very effective
effective
not effective
No. Of respondents
26
06
05
13
Percentage
52
12
10
26
As per the data analysis recommendation to Dominos goes like this : respondents who
need more varieties are 26, who want reduction at the price are 6 , those who feel that the
promotional strategy is not having the impact are 5 and who desires for quality are 13.
recommendations
60
50
40
30
20
10
0
recommendatio
ns
INTERPRETATION: In this question, we have assessed the suggestions and feed back of
the respondents about Dominos and we interpreted that a majority of 52% wants more
varieties to be added to the menu, 12% suggests a low price,10% better promotion and 26%
recommend to improve the quality of food.
8.Eating experience
Particulars
Excellent
Very good
Good
Poor
No. Of respondents
8
10
25
7
Percentage
16
20
50
14
As per data analysis, the eating experience of 8 respondents was excellent, 10 was very
good, 25 good, and 7 poor.
eating experience
50
40
30
eating experience
20
10
0
excellent
very good
good
poor
INTERPRETATION: In this question, we have assessed that 50% respondents has a good
eating experience, 16% has an excellent experience and14% respondents did not feel a nice
experience there.
9. Varieties satisfaction
Particulars
Satisfied
Very satisfied
Not satisfied
No. Of respondents
7
35
8
Percentage
14
70
16
As per data analysis, 35 respondents are very satisfied with the varieties in the menu, 7 are
only satisfied, and 8 are not satisfied.
Varieties satisfaction
70
60
50
40
30
20
10
0
satisfied
Varieties satisfaction
very satisfied
not satisfied
INTERPRETATION: In this question, we have assessed that 70% respondents are very
satisfied with the varieties in food menu, while 16% are not satisfied with those varieties
and 14 % are satisfied
10. Charity
Particulars
No. Of respondents
Percentage
Yes
30
60
No
20
40
As per data analysis, 30 are aware of the charity schemes while 20 do not know about the
charity schemes of Dominos.
charity
yes
no
40
60
Particulars
No. Of respondents
Percentage
Yes
49
98
No
As per data analysis, 49 respondents said that the Dominos Outlets are hygienic while 1
replied negatively.
hygiene
yes
no
12.APPENDIX
QUESTIONNAIRE
Dear respondent,
I, Akrati Bhargava , student of RGPV, Bhopal is doing a project on Consumer
satisfaction in Dominos pizza India limited and would be grateful to you if you
could kindly co-operate with my work for the betterment of my knowledge.
Name:
______________________
(b) No
(c)Once a month
(c)Mc. Donalds
(d) KFC
(b) No
(c)Not Satisfied
6. Are the promotional efforts good enough to pull the customers?
(a)Effective
(b)Reduce Price
(c)Better Promotions
(d)Improve Quality
(a)Excellent
(c)Good Poor
9. Are there enough varieties of food to satisfy you?
(a)Very Satisfied
(b) Satisfied
(b) No
(b) No
BIBLIOGRAPHY
Observations
Survey
Newspaper
THE ECONOMIC TIMES
THE TIMES OF INDIA
Magazine
Business today
Websites
www.google.com
www.dominos.co.in
www.wikipedia.in
www.answers.com
htttp://articles.economictimes.indiatimes.com/keyword/domino
whatculture.com
www.mbaskool.com