Dominos Pizza is a global pizza chain with presence in several countries, including India. Founded in 1960 in the US by Tom Monaghan and his brother James, Domino’s first outlet was in Michigan; the founders took over a small pizza restaurant chain and renamed it to Domino’s. Today, Domino’s Pizza is a well-known global pizza brand with thousands of outlets in over 80 countries around the world.
Change in Branding
As the company started growing worldwide, the company redesigned its logo in the year 2012 as part of its branding exercise. It also redesigned the interiors of its restaurants. The new logo and design were aimed at improving its awareness as well as branding, and it was received well by consumers all over.
Dominos entered India in the year 1995 when the country was opening up its economy. The company operates in India through a master franchise agreement with Jubilant Foodworks, an Indian food service company.
Vision, Mission, Values of Dominos
A vision statement is a long-term view of what the company aspires to be. Dominos’ vision statement: “Our vision is to lead the internet of food in every neighbourhood”.
A mission statement outlines the reason and purpose for the company to do business, and serves as a guiding principle for the firm (Shanjabin and Oyshi, 2021).
Domino’s mission statement: To be the best pizza delivery company in the world. To provide a great experience to its customers. To provide excellent growth opportunities for its partners and franchisees.
The values of the company are to always act with integrity, provide the best possible experience to its customers, focus on the development of its employees, and give back to the community.
The Vision, Mission, and Values provides Dominos with a direction and purpose, and encourages everyone within the company to work towards common goals.
Target Market of Dominos
Target market is a specific group of consumers that a firm tries to attract to sell its products. The marketing efforts are more effective when a company targets a certain section of the people that is more likely to be receptive to the product, instead of targeting everyone in the market, Domino’s Pizza target market in India includes youngsters in the age group 16-24, nuclear families who like to eat out occasionally, and working professionals who are looking for convenience and quick options for tasty meals. In India, Dominos mainly targets the middle-class income group.
Competition of Dominos
Competition means rivalry between products or companies within a specific market. In India, Domino’s Pizza faces competition from Pizza Hut and Mac Donalds. Pizza Hut has a wide range of pizzas similar to Dominos. Mac Donalds menu is more burger focused. In addition, there are several several small restaurants and fast-food stalls that also sell pizzas. These pizzas are affordable but they offer limited varieties.
In general, Dominos faces competition from the likes of Pizza Hut, Smokin’ Joe’s, Papa John’s, other fast-food restaurants such as Mac Donalds, Burger King, and smaller restaurants as well as street food stalls that sell pizzas.
Domino’s Pizza competes with these companies by offering a wide range of pizza options to appeal to customers with varied preferences. Dominos also makes it easy to order the pizzas. Their main unique selling propositions (USP) is that they guarantee to deliver their pizzas within 30 minutes after ordering, or else it delivers the pizza for free. The company invests heavily in technology improve its ordering, delivery, and tracking systems. So, Dominos is a leader in India in this segment due to its superior branding and use of technology for ordering pizza.
Range of Products and Prices of Dominos
The company’s main offering is pizza; it offers a wide range of pizza options including vegetarian and non-vegetarian pizzas. In addition, it also offers other side dishes such as pasta, garlic bread, chicken wings, and beverages. The company offers a range of vegetarian as well as non-vegetarian toppings. Paneer is a popular topping in vegetarian and Chicken in non-vegetarian. Unlike other countries where other meat toppings are used, in India only Chicken is used in non-vegetarian toppings.
Prices of Dominos food products in India are competitive and are priced in such a way that it will appeal to the middle-class income group. Depending on the size and the toppings, Pizza prices start at as low as Rs 99 and go over Rs. 600 for the bigger sized ones. Meals and combos that include pizza, one or two sides and beverage cost from around Rs. 500 to Rs. 1000. Chicken wings and meatballs cost from Rs 100 to Rs. 150. Garlic breadsticks cost Rs. 100. Beverages cost Rs. 50-60.
Customers’ Needs and Wants
Customer Service Standards of Dominos
Dominos offers in-dine facilities wherein one can visit one of their restaurants and order and eat in the restaurant itself. Customers seem to be happy with the range of pizzas and side dishes offered. The customer service is also prompt.
Dominos’ Pizza is a customer-focused company and has processes in place to meet customer needs with consistency and accuracy. It also ensures the food products are of high quality and made under hygienic conditions. Dominos ensures the orders are accurately delivered, the quality of the food is good, and the delivery is quick. All complaints by customers are quickly and adequately addressed by the company.
The staff are trained to be courteous, to receive proper orders and serve food. They maintain good hygiene and cleanliness in the outlet. Any complaint regarding the order is dealt in a courteous manner. They offer loyalty program wherein repeat customers are given discounts and exclusive offers.
Usually there are no mistakes by the company when fulfilling their orders. But in those rare cases, the company goes all the way to make up for their mistake; either they give the product free or deliver the product even if it’s priced much lower than the minimum order value.
The company makes good use of technology to offer convenience to customers. Dominos makes it easy for customers to order pizza over their phone. The company also ensures the pizzas are delivered within 30 minutes after ordering.
In India, Domino’s Pizza also offers a loyalty program, wherein customers gain points on their spends, which they can later redeem against order. Customers have to sign up for this program for the company’s website/app. This also enables them to be eligible for exclusive offers and deals.
Areas where customers’ needs and wants are (are not) met
Areas where customer needs are met: Lots of choices of freshly prepared pizzas. The service is quick. Affordable pricing for some pizzas. You can downloaded the Dominos app and claim pizzas at a discount.
Dominos is primarily a pizza company and it makes fresh and tasty pizzas, and customers love eating these freshly prepared pizzas. Dominos offers a lot of variety in their food items, and in some cases, they also let customers customize their pizzas. The range of pizzas is wide and they also offer nice side dishes. There is a wide range of vegetarian as well as non-vegetarian toppings that will appeal to people with different tastes. Paneer and chicken are the more popular toppings; in addition, the pizzas also use local flavors and ingredients to appeal to the locals.
Over the years, dominos has been making huge investments in technology to make it easier for consumers to order food and track their orders. It is very convenient for customers to order food online, using a computer of using the smartphone. The interface of their application is very user-friendly, it is easy to browse the food items, select the appropriate ones and order. It’s also very easy to track your order and see how long its going to take for the pizza to be delivered. The food is quickly delivered to the customers, within 30 minutes.
Dominos mainly targets the middle-class segment in India so the prices of some of their pizza is lower. Some of the pizzas are priced at Rs. 99 which is very tempting for college students. Such offers encourage young consumers to visit Dominos restaurants often.
Areas where customer needs are not met:
There are some areas where the company could do better. While some of the pizzas start at Rs. 99, those are smaller in size and come with literally no toppings. The one with good toppings and decent sized ones are more expensive. Many of the combo offerings are also expensive. There are several veg restaurants and street side food stalls in India that also sell Pizzas and they cost less than Dominos, and are also quite popular with Indians.
In most outlets, there is a lot of variety in pizzas but the options in side dishes and beverages are limited. For example, beverages options in Mac Donald’s is wider. Also, most of the vegetarian pizzas have only paneer as its topping.
Analysis of the findings of the research
Based on the primary and secondary research, It was observed that the pizza restaurant chain Dominos has a major presence in India. The company offers a wide range of pizzas with several choices of vegetarian and non-vegetarian toppings, something that is not matched by many of its competitors. The cheapest pizza in Dominos cost 99 rupees (excluding taxes); however, the size of that Pizza is small, and it comes with minimum toppings. In general, pizzas in Dominos are priced on the higher side compared to what the local restaurants and street food stalls charge for their Pizzas in India. However, Dominos offers much wider variety of crusts and toppings in their pizzas.
Consumers can order their pizzas online or on phone; the company offers dine-in facility in its restaurants. For someone looking for convenience, it is quite easy to order Dominos’ pizza online and they deliver the pizza very fast, within 30 minutes.
Recommendations
Dominos has several positive things about its business; however, there are some areas where it can improve. Dominos should provide more options in vegetarian pizzas and dishes, and make use of other local ingredients besides depending mainly on paneer for its vegetarian pizzas.
Dominos should also provide more variety of pizzas at the lower price levels in order to attract more youngsters.
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