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Dominos Pizza History

Background

Started in 1960 by James and Tom Monaghan as a small pizza store in YpsiMichigan, Dominos Pizza has grown to more than 10,000 corporate and fstores in 70 countries. Dominos Pizza is recognized as the second largest pchain in the United States after Pizza Hut, and the largest worldwide.

Domino's had global retail sales of over $7.4 billion in 2012, comprised ofover $3.5 billion in the U.S. and nearly $3.9 billion internationally. In the thquarter of 2013, Domino's had global retail sales of nearly $1.8 billion, comof $849 million in the U.S. and $935 million internationally.

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Problem Statement

Building on the success ofDominos product rebranding and

technological innovations, thecompanys goal is to implement

effective strategies that will increaseits percentage of sales driven

through the companys mobile apps

and online website.

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Research Analysis

Primary Research

Primary research consisted of personalinterviews with several friends and associatesregarding their pizza preferences. The goal

was to understand the characteristics of eachbrand consumers desired the most. This

would allow Dominos to focus on theproducts and services that most appeal totheir target market.

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Research Analysis

Secondary Research

Secondary research consisted of readingcustomer feedback on DominosFacebook, YouTube, and Instagram

accounts. This data research allowed usto view a broader audience and get a feelfor things like Dominos brandawareness and product quality from awide range of consumers.

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SWOT Analysis

Strengths Weaknesses

Strong Brand Image

Leader in Digital TechnologyPizza

Tracker

Diverse Product Offering

Large Target Market

High Calorie Content

Increased Food and Labor Costs

History of Poor Food Quality

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SWOT Analysis Cont.

Opportunities Threats

Implement Reward Programs

Improve Social Media Presence

Build on Digital Sales Success

Changing Consumer Habits TowardsHealthier Food Options

Increased Competition

Large Number of Substitute Products

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Market Behavior Analysis

U.S. Pizza Sales ($36,786,524,0

I

O

P

D

P

L

The pizza industry is a $40 billionindustry that makes up

approximately eleven percent of allrestaurants in the nation. Ninety-three percent of Americans eat at

least one pizza per month in thenation. The trend with Americans

now is to move toward take out andfast delivery food options rather

than dining out.

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Consumer Behavior Analysis

Dominos target audience is the age group of consumers 18-49 yeaboth males and females. According to the pizza restaurant industry, pizza consumer is around the ages of 18 to 44 years old, with 75 pe

77 percent of this age group being a pizza restaurant consumer (B2012).

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Competitive Analysis

With such strong competition from current industry leader, Yum! Br

Pizza Hut, Dominos has been forced to improve it product quality a

offerings. To remain competitive, Dominos begin to offer many of tproducts, such as, custom pizzas, breadsticks, chicken wings, and pas

company has also maintained prices that were comparable to its com

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Product Analysis

In a 2010 interview with Gayle King of The Gayle King Show on Oprah Radio, CEO,

Patrick Doyle, acknowledged the inferiority of Dominos taste and quality. Since that time,

Dominos Pizza has made a consorted effort to move the brand and image into a morefavorably light.

Offering many of the same products as its competitorspizza, breadsticks, chicken wings,

Dominos Pizza must continue to find new, innovative ways to set itself apart fromcompetitors and drive more consumers back to the Dominos brand.

Sandw

Chick

Pasta

Pizza

Bread

Salad

Desse

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Product Analysis

Customer Feedback

The brand that I love most is Papa Johns

because they provide reward points where I

can get free pizza after so many points. -AnneGreen (busy, working young adult)

like the taste of [Dominos] pizza and the

affordableprices.I can order multiple

pizzas under the $5.99 deal and that it does

not break [my] wallet. [I] also like the subs

from Dominos. -Maranatha, ( 25 years old)

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Target Market

Dominos target audience is mal

females ages 18-49 skewed sligfemale with a focus on mother

heads of household responsiblmaking the dinner decision forfamily.

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Creative Campaign Plan

Our creative Dominos campaign is comprised of three parts, whi

span the months of October to December 2014. According to the D

website, its busiest days of service, apart from Superbowl Sunday, Halloween, Thanksgiving Eve, and New Years Eve/ Day (Corporat

this in mind, we will conduct a series of mini campaigns within theone in order to achieve a greater awareness of the ease and bene

ordering online.

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Campaign Commercial

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Campaign Objective

Marketing

Increase mobile app sales by 7%.

Achieve through commercialadvertisement and social networks.

Increase the quantity of loyalcustomers by 5%

Achieved through emails, specialoffers to local residences, andtelevision commercials.

Media

Revamp the companys bran

through social media by Spr

This includes YouTube, T

Instagram, etc.

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Campaign Strategies

Innovate a creative commerci

showing how easy and quick i

of the mobile app.

Offer hot deals for custom

order pizza or other productsthe mobile app or the website

Pizza guessing game to increof Dominos mobile app.

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Strategies Cont.

Aggressively display an improvementin Dominos products through socialmedia.

Local Domino stores will offer a pizzalaunch in the neighborhood to try one

of their favorite 1-topping mediumsize pizza.

Nationwide contest, allowingconsumers to create a unique short

video of how they eat their pizza.

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Overall Budget

Medium Total Dollars Spent %of Budge

Billboard $20,000 8

Transit $30,000 12

Social Media $80,000 32

Promotional Items $40,000 16Search Engine Optimization $45,000 18

Contingency Fund $35,000 14

Total $250,000 100%

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Appendices

Bodnar, Kipp. (2010). B2B Social Media Lessons from Dominos Pizza Turnaround Campaign. Retrieved Novembfrom http://socialmediab2b.com/2010/01/dominos-pizza-turnaround-campaign/

Alfs, Lizzy. (2013). Whats next for dominos Pizza? CEO Patrick Doyle outlines some goals. Retrieved November 26, 2http://www.annarbor.com/business-review/whats-next-for-dominos-pizza-ceo-patrick-doyle-outlines-some-g

Dominos Pizza Inc. (2013). Retrieved December 11, 2013 fromhttp://topics.nytimes.com/top/news/business/companies/dominos-pizza-inc/index.html.

Inside Dominos. (2013). Retrieved November 26, 2013 fromhttp://www.dominos.com.au/inside-dominos

Fera, Rae Ann. (2013). Startups dont run on halibut: dominos backs innovation with powered by pizza campaign. Receiv29, 2013 from http://www.fastcocreate.com/1683517/startups-dont-run-on-halibut-dominos-backs-innovatipowered-by-pizza-campaign.

McPhillip, Vincent. (2013). Dominos Pizza (DPZ). Retrieved November 29, 2013 fromhttp://www.wikinvest.com/stock/Domino's_Pizza_(DPZ)

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