Positioning
We would like the customers in Czech Republic associate Domino’s with fresh pizza for a reasonable price, which can be delivered or served to them in a short time, without a fee; we don't have the “30 minutes” rule anymore, but we still assure the speed of our deliveries. We offer all the tastiness of American food and drinks: we want our customers to focus on the benefits of having delicious food, at an affordable price, without any efforts on their part. Since our prices are reasonable, our product can be associated with everyday dining, but also with happy moments like birthdays and parties. Even if we are in the category of “fast food chain” we would like to differentiate from our competitors for the freshness of our ingredients and preparation: the slogan “We don't move our hands until you request us to do so” makes clear that we don't serve any already prepared pizza but still the price will be more affordable than a classic Italian restaurant. Moreover, consumers are not forced to come to our place, since our delivery service is good and fast, whereas other fast food chains don’t do this service. Our main …show more content…
The master franchise has to be led by someone who has an experience in the gastronomy field and who can contribute to successful introduction of Domino’s pizza among Czech people. For example, the exclusive rights to franchise Domino’s Pizza were sold to Capital Acquisitions, Inc., whose subsidiary, International Fast Food Corporation, is a Burger King franchisee in Poland. In Italy, the franchise rights were purchased by ePizza S.p.A, which is led by Alessandro Lazzaroni, who before worked for McDonald’s as business insights and marketing manager. Therefore, we assume that the best possible and convenient way for Domino’s to enter into the Czech market is to find a franchise partner which already owns rights for other well-known and successful
We would like the customers in Czech Republic associate Domino’s with fresh pizza for a reasonable price, which can be delivered or served to them in a short time, without a fee; we don't have the “30 minutes” rule anymore, but we still assure the speed of our deliveries. We offer all the tastiness of American food and drinks: we want our customers to focus on the benefits of having delicious food, at an affordable price, without any efforts on their part. Since our prices are reasonable, our product can be associated with everyday dining, but also with happy moments like birthdays and parties. Even if we are in the category of “fast food chain” we would like to differentiate from our competitors for the freshness of our ingredients and preparation: the slogan “We don't move our hands until you request us to do so” makes clear that we don't serve any already prepared pizza but still the price will be more affordable than a classic Italian restaurant. Moreover, consumers are not forced to come to our place, since our delivery service is good and fast, whereas other fast food chains don’t do this service. Our main …show more content…
The master franchise has to be led by someone who has an experience in the gastronomy field and who can contribute to successful introduction of Domino’s pizza among Czech people. For example, the exclusive rights to franchise Domino’s Pizza were sold to Capital Acquisitions, Inc., whose subsidiary, International Fast Food Corporation, is a Burger King franchisee in Poland. In Italy, the franchise rights were purchased by ePizza S.p.A, which is led by Alessandro Lazzaroni, who before worked for McDonald’s as business insights and marketing manager. Therefore, we assume that the best possible and convenient way for Domino’s to enter into the Czech market is to find a franchise partner which already owns rights for other well-known and successful