Marketing Dominos

Introduction:

Domino's Pizza is nations best known and largest pizza operations with headquarters in Ann Arbor, Michigan. Thomas. S Monaghan, chairman of board and president has been well known as most aggressive and successful entrepreneurs in restaurant business. Domino's has been successful with chain of 700 pizza restaurants with total revenue approximately $100 million. Growth rate has been found to be 5.5% percent per year.

The rapid growth has come from the strong franchise base. The employees are the source of new franchise working for individual success and personnel responsibility that are available at Domino's Pizza franchise store.

Domino's pizza places a great attention towards the product and service. One part of this program is, it includes a "Mystery Customer", who will be an internal employee to check the service and delivery time. Taste of pizza is also taken for test often to ensure regular improvements. A standard team is responsible for updating the equipment's at all the regional stores and a training team has also been established at all the stores to ensure better quality service.

What attributes appear to be most important in consumer's decision to purchase pizza?

• 700 outlets of Domino's Pizza in United States is one of the reason for expanded access to the consumers.

• Domino's Pizza strategy relies on home delivery, Fast Free Delivery of pizza at door steps has attracted the customers.

• Accessibility and affordability to consumers compared to other competitors is one of the best strategy of Domino's Pizza.

• Toppings of original cheese being used in pizza increased the trust of consumers in Domino's Pizza.

• Domino's emphasized more on attracting consumers by providing the coupons via emails, messages, newspapers, social media etc.

• More varieties of pizza and various sides such as "moose cake", "pasta's" etc. has also been eye catching for consumers.

• Fast service and courteousness of Domino's crew has made consumers visit Domino's frequently.

• Domino's has also worked well on setting up best ambience at the stores by providing video games for entertainment.

• Transparency is one of the unique factor of Domino's to attract maximum consumers.

• Domino's have a policy of delivering pizza in 30 minutes, failing to which an free voucher of