Domino's Pizza History

1065 Words 5 Pages
The history of Domino’s (2010) talks about how they are considered to be the second largest pizza franchise in the United States. They were started by two brothers who bought a small Pizzeria with borrowed equity that was called Dominick’s (Domino’s history 2010). According to Snell, Morris and Bohlander (2016) Domino’s was organized in 1960 by Tom Monahan and Ypsilanti in Michigan. Before Domino’s the wait time for pizza was an hour or more. When Domino’s came into existence they changed the game for pizza being deliverer. With their new perspective of delivery pizza in thirty minutes or less or it would be free. They were able to capitalize on the market for delivering pizza within a reasonable amount of time. Domino’s was able to …show more content…
They was considered the first ones to use conveyor belt oven technology. This technology help to provide steady temperatures that would ultimately lessen the time for baking each pizza (p. 77). Domino’s had over 200 pizza franchises in the states during the late seventies. They also went international in 1983 when they opened their doors in Winipeg. During that year they had opened their one thousandth store. From there they expanded their adventure and their corporate history began in Australia and its first franchise was in Brisbane, on the East Coast (Domino’s history 2010). Domino’s success came about because they were able to appeal to their customers by providing pizza in less the time of their competitor Pizza Hut. Domino’s main focus was on the ability to deliver fast pizza and not on the product itself. Their strategy was ultimately transferred to their employees by promoting their strategy on emphasizing and encouraging fast pizza making and delivery (p. 77). They fail to customize every order but instead they prepared the pizzas in advance. Most of the ingredients used was geared toward assuring fast delivery. This was a strategy that Domino’s had been using for years and had proven to be successful for them at …show more content…
Domino’s strategy was different from their competitors because they had to revamp their pizza process along with their HR strategies and policies that dealt with employee satisfaction. Domino’s focus was on customer feedback therefore they conducted detail oriented studies and surveys to find out why their customer base was leaving them for the competitors. They performed surveys that consist of taste testing with the customers where they would taste Domino’s pizza and a pizza from one of their competitors and give customer feedback. According to the article Unhappy Customer (2017) Domino’s came in last place in the consumer taste preference survey provided by Brand Keys in 2009 (2017). Domino’s was forced to make some changes in order to win back their customers. Their strategy was differed because they had to revamp not only their food but their HR strategies and policies as well. They had to appeal to the customers through advertisement revealing the changes made at the same time committing to continue to deliver pizza in thirty minutes. In 2009 Domino’s unveiled their new marketing campaign which was called the pizza turnaround. Developing a new recipe for pizza crust, as well as using fresher ingredients. They also began offering new products such as artisan pizzas, pasta, and desserts. They also changed their stores to add in store dinning. Domino’s ultimately

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