CUSTOMER SATISFACTION TOWARDS DOMINO’S PIZZA.doc

8/9/2019 CUSTOMER SATISFACTION TOWARDS DOMINO’S PIZZA.doc

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Project Report

ON“CUSTOMER SATISFACTION TOWARDS

DOMINO’S PIZZA”

Submitte !or t"e p#rti#$ !u$!i$me%t !or t"e #r

O!'#c"e$or o! 'u(i%e(( Ami%i(tr#tio% !rom

C"#u"#r) C"#r#% Si%*" U%i+er(it), Meerut

-./-0/1

Submitte To2

S3ATA'DI INSTITUTE OF EDUCATION, MEERUT

U%er T"e (uper+i(io% O!2 0 Submitte ')20

MS4 RUC3I MAM ANC3A5

6F#cu$t) o! M#%#*eme%t7 ''A 8I SEM

Ro$$ No4 9//:1./

DEPARTMENT OF MANAGEMENTS3ATA'DI INSTITUTE OF EDUCATION, MEERUT

Utt#r Pr#e("

'ATC30-./-0/1

1


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Stue%t U%ert#;i%*

This is to certify that A%c"#$ Student of BBA- V Se! had co!"#eted the Pro$ect tit#ed

“CUSTOMER SATISFACTION TOWARDS DOMINO’S PIZZA” i% Domi%o’(

Pi


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AC=NOW5ED>EMENT

Success is an effort +o un de d acti-e#y. in-o#-in% the co-o"eration of a##(

To create and for!u#ate this "ro$ect re"ort. 'ou#d +e than)fu# to the

entire indiidua# 'ho Sered !e as a true %uide and e"ito!e of

)no'#ed%e( A Pro$ect usua##y fa##s short of its e/"ectations un#ess %uided +y the

ri%ht "erson at the ri%ht ti!e(

'ou#d #i)e to than) Ms( Ruchi Ma!. BBA Pro$ect %uide fo r anyti!e and

eery ti!e %uidance and continuous su""ort( 0er e/"erience and

!ethodo#o%y of "ro-idin% trainin% he#"s !e not to "erfor! the de sire d

acti-ity +ut to acco!"#ish creati-ity( a#so #i)e to than) !y "arents and

!y fa!i#y !e!+ers 'ho are a#'ays a su""ort for !e(

A+oe a##. 'ou#d #i)e to than) the A#!i%hty God 'ithout 'ho! this 'or)

cou#d eer hae +een co!"#eted(

ANC3A5

''A 8I SEM

Ro$$ No4 9//:1./


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Pre!#ce

Pro$ect re"ort is a ery i!"ortant "art of a BBA curricu#u!( t "roides an o"ti!istic

icono%ra"hy for 2Future3 e/istence throu%h 'hich students are a+#e to see the rea#

industria# eniron!ent 'hich %ies an o""ortunity to re#ate theory 'ith "ractice(

The !ain o+$ectie of !a)in% "ro$ect re"ort is to dee#o" s)i## in student +y su""#e!ent

to the theoretica# study of +usiness !ana%e!ent in %enera# and %ain rea# #ife )no'#ed%e

a+out the industria# eniron!ent and +usiness "ractices( The BBA "ro%ra!!e "roides

student 'ith a funda!enta# )no'#ed%e of +usiness and or%ani4ationa# functions and

actiities. as 'e## as an e/"osure to strate%ic thin)in% of !ana%e!ent(

n todays %#o+a#i4e 'or#d. 'here cutthroat co!"etition is "reai#in% in the !ar)et.

theoretica# )no'#ed%e is not sufficient( Beside this one need to hae "ractica# )no'#ed%e.

'hich 'ou#d he#" an indiidua# in his5her carrier actiities and it is true that 6 E?perie%ce

i( be(t te#c"er”4

ANC3A5

''A 8I SEM

Ro$$ No4 9//:1./

7


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TA'5E OF CONTENT

80APTER - 19 INTRODUCTION

• ND:STR; PROF


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C3APTER 0 /

INTRODUCTION


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COMPANY PROFILE

EAR5@ @EARS

n 1C. To! Mona%han and his +rother. a!es. "urchased Do!iNic)s. a s!a## "i44a

store in @p(i$#%ti, Mic"i*#%. near E#(ter% Mic"i*#% U%i+er(it)( The dea# 'as

secured +y a do'n "ay!ent. and the +rothers +orro'ed C to "ay for the

store( The +rothers "#anned to s"#it the 'or) hours een#y. +ut a!es didnt 'ant to &uit

his $o+ as a fu##-ti!e !ai#!an to )ee" u" 'ith the de!ands of the ne' +usiness( >ithin

ei%ht !onths. a!es traded his ha#f of the +usiness to To! for the8o$;(*e%

'eet$e they used for "i44a de#ieries( By 1C. To! Mona%han had "urchased t'o

additiona# "i44eriasH he no' had a tota# of three #ocations in the sa!e county( Mona%han

'anted the stores to share the sa!e +randin%. +ut the ori%ina# o'ner for+ade hi! fro!

usin% the Do!iNic)s na!e( One day an e!"#oyee returned fro! a "i44a de#iery and

su%%ested the na!e Do!inos( Mona%han i!!ediate#y #oed the idea and officia##y

rena!ed the +usiness Domi%o( Pi


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a##e%in% trade!ar) infrin%e!ent and unfair co!"etition( On May ,. 1CJ. the Fi!t"

Circuit Court o! Appe#$( in Ne& Or$e#%( found in faor of Do!inos Pi44a( //

I%ter%#tio%#$ e?p#%(io%edit

Do!inos out#et in 3im#)#t%#*#r.3)er#b#. Te$#%*#%#. I%i#(

On May 1,. 1CJ. Do!inos o"ened its first internationa# store. in Wi%%ipe*.M#%itob#.

8anada(/- That sa!e year. Do!inos o"ened its 1.th store oera##( n 1CJ. they

o"ened their first store in the :nited Kin%do! in 5uto%(/H A#so in 1CJ. Do!inos

o"ened their first store in To;)o, #p#%( By 1CC. Do!inos had e/"anded to 1.

internationa# #ocations( n 1CCI. Do!inos o"ened its 1.th internationa# #ocation.

o"enin% seen stores in one day across fie continents( /J Fro! ,I to ,1,. Do!inos

%radua##y esta+#ished a "resence in ndia 'ith at #east 1. #ocations +y ,1,( /1 By

,17 the co!"any had %ro'n to . internationa# #ocations and 'as "#annin% to e/"and

to the "i44as +irth"#ace. ta#y( 8EO Patric) Doy#e in May ,17 said the co!"any 'ou#d

concentrate on its de#iery !ode# there(/:

S#$eedit

n 1CCJ. after J years of o'nershi". Do!inos founder To! Mona%han announced his

retire!ent. so#d C "ercent of the co!"any to '#i% C#pit#$. nc( for a+out 1 +i##ion. and

J

http://en.wikipedia.org/wiki/United_States_Court_of_Appeals_for_the_Fifth_Circuithttp://en.wikipedia.org/wiki/United_States_Court_of_Appeals_for_the_Fifth_Circuithttp://en.wikipedia.org/wiki/New_Orleans,_Louisianahttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Altlaw-11http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=3http://en.wikipedia.org/wiki/Himayatnagar,_Hyderabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Telanganahttp://en.wikipedia.org/wiki/Telanganahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Winnipeghttp://en.wikipedia.org/wiki/Manitobahttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Toronto_Star-12http://en.wikipedia.org/wiki/Lutonhttp://en.wikipedia.org/wiki/Lutonhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Domino.27s_first_store-13http://en.wikipedia.org/wiki/Tokyo,_Japanhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Corporate_history-14http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Corporate_history-14http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-15http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-PizzaItaly-16http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=4http://en.wikipedia.org/wiki/Bain_Capitalhttp://en.wikipedia.org/wiki/Bain_Capitalhttp://en.wikipedia.org/wiki/File:Domino%27s_Outlet.jpghttp://en.wikipedia.org/wiki/United_States_Court_of_Appeals_for_the_Fifth_Circuithttp://en.wikipedia.org/wiki/United_States_Court_of_Appeals_for_the_Fifth_Circuithttp://en.wikipedia.org/wiki/New_Orleans,_Louisianahttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Altlaw-11http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=3http://en.wikipedia.org/wiki/Himayatnagar,_Hyderabadhttp://en.wikipedia.org/wiki/Hyderabad,_Indiahttp://en.wikipedia.org/wiki/Telanganahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Winnipeghttp://en.wikipedia.org/wiki/Manitobahttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Toronto_Star-12http://en.wikipedia.org/wiki/Lutonhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Domino.27s_first_store-13http://en.wikipedia.org/wiki/Tokyo,_Japanhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Corporate_history-14http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-15http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-PizzaItaly-16http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=4http://en.wikipedia.org/wiki/Bain_Capital


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ceased +ein% ino#ed in day-to-day o"erations of the co!"any(/ A year #ater. the

co!"any na!ed D#+i A4 'r#%o% 8EO(/9

Curre%t er#edit

Do!inos Pi44a #o%o used fro! 1CC unti# !id-,1s in !a$or En%#ish-s"ea)in%

countries. and sti## use in !any othersL

The e/terior of a Do!inos Pi44a store in Spri%* 3i$$, F$ori#(

The e/terior of a Do!inos Pi44a store in 8#$o(t#, >eor*i# 'ith ne' ,1 si%na%e(

C

http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-LAT_sale-17http://en.wikipedia.org/wiki/David_Brandonhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Brandon-18http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=5http://en.wikipedia.org/wiki/Spring_Hill,_Floridahttp://en.wikipedia.org/wiki/Valdosta,_Georgiahttp://en.wikipedia.org/wiki/File:Domino%27s,_Northside_Dr,_Valdosta,_2015.jpghttp://en.wikipedia.org/wiki/File:Domino%27s_Pizza_In_Spring_Hill,FLA.JPGhttp://en.wikipedia.org/wiki/File:Dominos_pizza_logo.svghttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-LAT_sale-17http://en.wikipedia.org/wiki/David_Brandonhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Brandon-18http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=5http://en.wikipedia.org/wiki/Spring_Hill,_Floridahttp://en.wikipedia.org/wiki/Valdosta,_Georgia


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n ,7. after 77 years as a "riate#y he#d co!"any. Do!inos +e%an tradin% co!!on

stoc) on the Ne& @or; Stoc; E?c"#%*e under the tic)er sy!+o# DP?(/Gndustry trade

"u+#ication Pizza Today !a%a4ine na!ed Do!inos Pi44a 8hain of the ;ear in ,.

,1. and ,11(-.-/-- n a si!u#taneous ce#e+ration in anuary ,. Do!inos o"ened

its .th :(S( store in 3u%t$e), I$$i%oi(. and its .th internationa# store in P#%#m#

Cit), P#%#m# !a)in% J. tota# stores for the syste!( -H n Au%ust ,. the Do!inos

#ocation in T#$$#*"t. Dub$i%. re#and. +eca!e the first store in Do!inos history to hit a

turnoer of !i##ion ,( !i##ionL "er year(-J As of Se"te!+er ,. Do!inos has

J.,J stores 'or#d'ide. 'hich tota#ed 1(7 +i##ion in %ross inco!e(

-1

I%%o+#tio%(edit

n ,I. Do!inos introduced its Veterans De#ierin% the Drea! franchisin% "ro%ra! and

a#so ro##ed out its on#ine and !o+i#e orderin% sites(/. n ,J. Do!inos introduced the

Pi44a Trac)er. an on#ine a""#ication that a##o's custo!ers to ie' the status of their order

in a si!u#ated rea# ti!e "ro%ress +ar (-: The first Do!inos 'ith a dinin% roo! o"ened

in Step"e%+i$$e, Te?#(. %iin% the custo!ers the o"tion to either eat in or ta)e their "i44a

ho!e( Since ,. the oice of Do!inos Pi44as :S "hone orderin% serice 1-J-

DOMNOS has +een Kein Rai#s+ac)(-

n a ,C surey of consu!er taste "references a!on% nationa# chains +y 'r#% =e)(.

Do!inos 'as #ast tied 'ith C"uc; E4 C"ee(e(( n Dece!+er that year. Do!inos

announced "#ans to entire#y reinent its "i44a( t +e%an a se#f-critici4in% ad ca!"ai%n in

'hich consu!ers 'ere fi#!ed critici4in% the then-current "i44as &ua#ity and chefs 'ere

sho'n dee#o"in% a ne' "i44a(-9-G The ne' "i44a 'as unei#ed that sa!e !onth( The

fo##o'in% year. ,1 and Do!inos th anniersary. the co!"any hired ( Patric) Doy#e

1

http://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-NYSE-19http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Pizza_Today-20http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-21http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-22http://en.wikipedia.org/wiki/Huntley,_Illinoishttp://en.wikipedia.org/wiki/Panama_City,_Panamahttp://en.wikipedia.org/wiki/Panama_City,_Panamahttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-QSR-23http://en.wikipedia.org/wiki/Tallaghthttp://en.wikipedia.org/wiki/Dublinhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Independent-24http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-25http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-25http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=6http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Datamonitor-10http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-26http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-26http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-26http://en.wikipedia.org/wiki/Stephenville,_Texashttp://en.wikipedia.org/wiki/Stephenville,_Texashttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-27http://en.wikipedia.org/wiki/Brand_Keyshttp://en.wikipedia.org/wiki/Chuck_E._Cheese'shttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-28http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-29http://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-NYSE-19http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Pizza_Today-20http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-21http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-22http://en.wikipedia.org/wiki/Huntley,_Illinoishttp://en.wikipedia.org/wiki/Panama_City,_Panamahttp://en.wikipedia.org/wiki/Panama_City,_Panamahttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-QSR-23http://en.wikipedia.org/wiki/Tallaghthttp://en.wikipedia.org/wiki/Dublinhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Independent-24http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-25http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=6http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Datamonitor-10http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-26http://en.wikipedia.org/wiki/Stephenville,_Texashttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-27http://en.wikipedia.org/wiki/Brand_Keyshttp://en.wikipedia.org/wiki/Chuck_E._Cheese'shttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-28http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-29


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as its ne' 8EO and e/"erienced a historic 17(Q &uarter#y %ain( >hi#e ad!itted not to

endure. the success 'as descri+ed +y Doy#e as one of the #ar%est &uarter#y sa!e-store

sa#es $u!"s eer recorded +y a !a$or fast-food chain( H.H/

n ,1,. Do!inos Pi44a chan%ed their na!e to si!"#y Do!inos to e!"hasi4e their

ariety of non-"i44a "roducts( At the sa!e ti!e. Do!inos introduced a ne' #o%o that

re!oed the +#ue rectan%#e and te/t under the do!ino in the #o%o. and chan%ed the

for!er#y a##-red do!ino to +e +#ue on the side 'ith t'o dots and red on the side 'ith one

dot(H-HH

Products[ edit ]

Do!inos Pi44a M#$#)(i#L. 8hic)en Pe""eroni. Ne& @or; Cru(t(

A !a)e#ine at a Do!inos

11

http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-30http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-31http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-MSNmakeover-32http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-33http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=7http://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/w/index.php?title=New_Yrk-style_pizza&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=New_Yrk-style_pizza&action=edit&redlink=1http://en.wikipedia.org/wiki/File:Pizza_stol.jpghttp://en.wikipedia.org/wiki/File:Domino%27s_Pizza_(Malaysia),_Chicken_Pepperoni,_NY_Crust.JPGhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-30http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-31http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-MSNmakeover-32http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-33http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=7http://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/w/index.php?title=New_Yrk-style_pizza&action=edit&redlink=1


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The Do!inos !enu aries +y re%ion( The current Do!inos !enu in the :nited States

features a ariety of It#$i#%0Americ#% entrees and side dishes( Pi44a is the "ri!ary

focus. 'ith traditiona#. s"ecia#ty. and custo! "i44as aai#a+#e in a ariety of crust sty#es

and to""in%s( n ,11. Do!inos #aunched artisan-sty#e "i44as( Additiona# entrees

inc#ude p#(t#. bre# bo&$(. and o+e%0b#;e (#%&ic"e(( The !enu offers chic)en side

dishes. +readstic)s. as 'e## as +eera%es and desserts(HJ

Fro! its foundin% unti# the ear#y 1CCs. the !enu at Do!inos Pi44a 'as )e"t si!"#e

re#atie to other fast food restaurants. to ensure efficiency of de#iery(H1 0istorica##y.

Do!inos !enu consisted so#e#y of one "i44a in t'o si4es 1,-inch and 1-inchL. 11

to""in%s. and 8oca-8o#a as the on#y soft drin) o"tion(H:

The first !enu e/"ansion occurred in 1CJC. 'ith the de+ut of Do!inos dee" dish

or pan "i44a( ts introduction fo##o'ed !ar)et research sho'in% that 7Q of "i44a

custo!ers "referred thic) crusts( The ne' "roduct #aunch cost a""ro/i!ate#y , !i##ion.

of 'hich 1 !i##ion 'as s"ent on ne' sheet !eta# "ans 'ith "erforated +otto!s(

H Do!inos started testin% e/tra-#ar%e si4e "i44as in ear#y 1CC. startin% 'ith the -

s#ice. yard-#on% The Do!inator(H9

Do!inos ta""ed into a !ar)et trend to'ard +ite-si4e foods 'ith s"icy Buffalo Chicken

Kickers. as an a#ternatie to Buffa#o >in%s. in Au%ust ,,( The +readed. +a)ed. 'hite-

!eat fi##ets. si!i#ar to c"ic;e% !i%*er(. are "ac)a%ed in a custo!-desi%ned +o/ 'ith t'o

ty"es of sauce to heat u" and coo# do'n the chic)en(HGJ.

n Au%ust ,. Do!inos announced its first ne' "i44a since anuary ,. the Philly

Cheese Steak Pizza( The "roduct #aunch a#so !ar)ed the +e%innin% of a "artnershi" 'ith

the N#tio%#$ C#tt$eme%( 'ee! A((oci#tio%. 'hose +eef 8hec)-Off #o%o a""eared in

1,

http://en.wikipedia.org/wiki/Italian-American_cuisinehttp://en.wikipedia.org/wiki/Pastahttp://en.wikipedia.org/wiki/Bread_bowlhttp://en.wikipedia.org/wiki/Bread_bowlhttp://en.wikipedia.org/wiki/Submarine_sandwichhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-34http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-35http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-35http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-36http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-37http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-38http://en.wikipedia.org/wiki/Chicken_fingershttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Zuber_NRN-39http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-40http://en.wikipedia.org/wiki/National_Cattlemen's_Beef_Associationhttp://en.wikipedia.org/wiki/Italian-American_cuisinehttp://en.wikipedia.org/wiki/Pastahttp://en.wikipedia.org/wiki/Bread_bowlhttp://en.wikipedia.org/wiki/Submarine_sandwichhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-34http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-35http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-36http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-37http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-38http://en.wikipedia.org/wiki/Chicken_fingershttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Zuber_NRN-39http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-40http://en.wikipedia.org/wiki/National_Cattlemen's_Beef_Association


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re#ated adertisin%(J/ Do!inos continued its !oe to'ard s"ecia#ty "i44as in ,. 'ith

the introduction of its Brooklyn Style Pizza. featurin% a thinner crust. corn!ea# +a)ed in

to add cris"ness. and #ar%er s#ices that cou#d +e fo#ded in the sty#e of traditiona# Ne&

@or;0(t)$e pi


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n Dece!+er ,1. Do!inos Pi44a. in I(r#e$. unei#ed its first +e*#% "i44a. 'hich uses a

soy-+ased cheese su+stitute(1/1-

After a stoc) #o' "oint in #ate ,C. the co!"anys stoc) had %ro'n , "ercent +y #ate

,11( Een as the A!erican econo!y has suffered and une!"#oy!ent has risen.

Do!inos has seen its sa#es rise dra!atica##y throu%h its efforts to re+rand and retoo# its

"i44a(1H

'e+er#*e(edit

Do!inos seres Coc#0Co$# "roducts and is the on#y Bi% Four "i44a chain to do so(

Ria#s P#p# o"%( Pi


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e/ecutie ice "residents are Michae# e%er#$

Cou%(e$(11 Do!inos o"erations are oerseen +y a bo#r o! irector( #ed +y Brandon(

Other !e!+ers of the +oard are Andre' Ba#son. Diana 8antor. Mar) Nunne##y. Ro+ert

Rosen+er% and Bud 0a!i#ton(1:

C"#rit#b$e #cti+itie(edit

n ,1. Do!inos #aunched a t'o-year nationa# "artnershi" 'ith the M#;e0A0Wi("

Fou%#tio% o! Americ#( That sa!e year. co!"any stores in Ne& @or;

Cit) and W#("i%*to% D4C4 "roided !ore than 1,. "i44as to re#ief 'or)ers fo##o'in%

the September // #tt#c;( on the Wor$ Tr#e Ce%ter and T"e Pe%t#*o%( Throu%h a

!atchin% funds "ro%ra!. the cor"oration donated . to the Americ#% Re Cro((

disaster re#ief effort(/J n ,7. Do!inos +e%an a "artnershi" 'ith St4 ue C"i$re%(

Re(e#rc" 3o(pit#$. "artici"atin% in the hos"ita#s Than)s and Giin% ca!"ai%n since

the ca!"ai%n +e%an in ,7. and raisin% !ore than 1( !i##ion in ,(1

Advertising[ edit ]

Arie 5u)e%); s 5o$#-C"e+ro$et'hich 'on the /GG. I%i#%#po$i( 1..for Dou*

S"ier(o% R#ci%*(

1

http://en.wikipedia.org/wiki/General_Counselhttp://en.wikipedia.org/wiki/General_Counselhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-55http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-55http://en.wikipedia.org/wiki/Board_of_directorshttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-56http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=10http://en.wikipedia.org/wiki/Make-A-Wish_Foundationhttp://en.wikipedia.org/wiki/Make-A-Wish_Foundationhttp://en.wikipedia.org/wiki/Make-A-Wish_Foundationhttp://en.wikipedia.org/wiki/New_York_Cityhttp://en.wikipedia.org/wiki/New_York_Cityhttp://en.wikipedia.org/wiki/Washington_D.C.http://en.wikipedia.org/wiki/Washington_D.C.http://en.wikipedia.org/wiki/Washington_D.C.http://en.wikipedia.org/wiki/September_11_attackshttp://en.wikipedia.org/wiki/World_Trade_Centerhttp://en.wikipedia.org/wiki/The_Pentagonhttp://en.wikipedia.org/wiki/American_Red_Crosshttp://en.wikipedia.org/wiki/American_Red_Crosshttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Corporate_history-14http://en.wikipedia.org/wiki/St._Jude_Children's_Research_Hospitalhttp://en.wikipedia.org/wiki/St._Jude_Children's_Research_Hospitalhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-57http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-57http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=11http://en.wikipedia.org/wiki/Arie_Luyendykhttp://en.wikipedia.org/wiki/Lola_Carshttp://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/1990_Indianapolis_500http://en.wikipedia.org/wiki/Doug_Shierson_Racinghttp://en.wikipedia.org/wiki/Doug_Shierson_Racinghttp://en.wikipedia.org/wiki/File:Luyendyk_Lola_Chevrolet.jpghttp://en.wikipedia.org/wiki/General_Counselhttp://en.wikipedia.org/wiki/General_Counselhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-55http://en.wikipedia.org/wiki/Board_of_directorshttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-56http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=10http://en.wikipedia.org/wiki/Make-A-Wish_Foundationhttp://en.wikipedia.org/wiki/Make-A-Wish_Foundationhttp://en.wikipedia.org/wiki/New_York_Cityhttp://en.wikipedia.org/wiki/New_York_Cityhttp://en.wikipedia.org/wiki/Washington_D.C.http://en.wikipedia.org/wiki/September_11_attackshttp://en.wikipedia.org/wiki/World_Trade_Centerhttp://en.wikipedia.org/wiki/The_Pentagonhttp://en.wikipedia.org/wiki/American_Red_Crosshttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Corporate_history-14http://en.wikipedia.org/wiki/St._Jude_Children's_Research_Hospitalhttp://en.wikipedia.org/wiki/St._Jude_Children's_Research_Hospitalhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-57http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=11http://en.wikipedia.org/wiki/Arie_Luyendykhttp://en.wikipedia.org/wiki/Lola_Carshttp://en.wikipedia.org/wiki/Chevrolethttp://en.wikipedia.org/wiki/1990_Indianapolis_500http://en.wikipedia.org/wiki/Doug_Shierson_Racinghttp://en.wikipedia.org/wiki/Doug_Shierson_Racing


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n the 1CJs. Do!inos Pi44a 'as 'e## )no'n for its adertise!ents featurin% t"e Noi(

That conce"t 'as created +y Grou" ,7 nc( 'ho then hired Wi$$ 8i%to% Stuio( to

"roduce the te#eision co!!ercia#s that they created( The c#tc"p"r#(eassociated 'ith

the co!!ercia#s 'as Aoid the Noid(

Due to a %#itch on the Do!inos 'e+site. the co!"any %ae a'ay near#y 11. free

!ediu! "i44as in March ,C( The co!"any had "#anned the ca!"ai%n for Dece!+er

,J +ut dro""ed the idea and neer "ro!oted it( The code 'as neer deactiated thou%h

and resu#ted in the free %iea'ay of the "i44as across the :nited States after so!eone

discoered the "ro!otion on the 'e+site +y ty"in% in the 'ord +ai#out as the "ro!otion

code and then shared it 'ith others on the nternet( Do!inos deactiated the code on the

!ornin% of March 1. ,C and "ro!ised to rei!+urse store o'ners for the "i44as(19

Do!inos s"onsored CARTs Dou* S"ier(o% R#ci%*. 'hich 'as drien +y Arie

5u)e%); and 'on the /GG. I%i#%#po$i( 1..( n ,. Do!inos tea!ed u" 'ith

NAS8AR for a !u#ti-year "artnershi" to +eco!e the Officia# Pi44a of

NAS8AR(1GDo!inos a#so s"onsored Mic"#e$ W#$trip R#ci%* and drier D#+i

Reutim#%% durin% the ,I season in the NASCAR Spri%t Cup Serie((

H.0mi%ute *u#r#%teeedit

Startin% in 1CI. Do!inos Pi44a had a %uarantee that custo!ers 'ou#d receie their

"i44as 'ithin !inutes of "#acin% an order or they 'ou#d receie the "i44as free( The

%uarantee 'as reduced to off in the !id 1CJs( n 1CC,. the co!"any sett#ed a #a'suit

+rou%ht +y the fa!i#y of an ndiana 'o!an 'ho had +een )i##ed +y a Do!inos de#iery

drier. "ayin% the fa!i#y ,(J !i##ion( n another 1CC #a'suit. +rou%ht +y a 'o!an 'ho

'as in$ured 'hen a Do!inos de#iery drier ran a red #i%ht and co##ided 'ith her ehic#e.

1

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the 'o!an 'as a'arded near#y J !i##ion. +ut acce"ted a "ayout of 1 !i##ion(:. The

%uarantee 'as dro""ed that sa!e year +ecause of the "u+#ic "erce"tion of rec)#ess

driin% and irres"onsi+i#ity. accordin% to then-8EO To! Mona%han(:.

n Dece!+er ,I. Do!inos introduced a ne' s#o%an. ;ou Got Minutes. a##udin%

to the ear#ier "#ed%e +ut sto""in% short of "ro!isin% de#iery in ha#f an hour(:/

The co!"any continues to offer the !inute %uarantee for orders "#aced in its stores

situated in Co$ombi#. I%i#. 8iet%#m. and Tur;e)(

n Ma#aysia and Sin%a"ore. a refund is instead su+stituted 'ith a Free Re%u#ar Pi44a

Voucher(:-:H

n ndia. the %uarantee is for ₹ L and is a#id for an order of #ess than 7 "i44as(

Franchises[ edit ]

8ountries 'ith Do!inos Pi44a

Do!inos Pi44a current#y has #ocations in I countries( t has its stores in .I cities

'or#d'ide ,.C internationa# and ,.J in the :SL( Do!inos has 1.CJJ stores as of

the first &uarter of ,17. 'ith II7 in the :K. 7.CJ in the :S. and I1 in ndia( :J:1 n

!ost cases. Do!inos has !aster franchise a%ree!ents 'ith one co!"any "er country.

+ut three co!"anies hae ac&uired !u#ti"#e !aster franchise a%ree!ents. coerin% a

nu!+er of countries9

1I

http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Snopes-60http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Snopes-60http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-61http://en.wikipedia.org/wiki/Colombiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-30MY-62http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-30SG-63http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=13http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-64http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-65http://en.wikipedia.org/wiki/File:Domino%27s_Pizza.pnghttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Snopes-60http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-Snopes-60http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-61http://en.wikipedia.org/wiki/Colombiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vietnamhttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-30MY-62http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-30SG-63http://en.wikipedia.org/w/index.php?title=Domino%27s_Pizza&action=edit&section=13http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-64http://en.wikipedia.org/wiki/Domino's_Pizza#cite_note-65


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• The ri%hts to o'n. o"erate. and franchise +ranches of the chain in Au(tr#$i#. Ne&

Ze#$#%. Fr#%ce. 'e$*ium. the Net"er$#%(. and Mo%#co are current#y o'ned +y

Austra#ian Domi%o( Pi


19/104

Do!ino3s Pi44a announced ne' on#ine features created to e/"edite re"eat orders(

The“pro!i$e(” p$#t!orm a##o's custo!ers to sae infor!ation and reorder their

faorite ite!s in a+out seconds. accordin% to the co!"any(

This initiatie is the #atest in a #on% #ine of techno#o%y inest!ents !ade +y the co!"any

in the "ast cou"#e of years( Such inest!ents hae and 'i## continue to set Do!ino3s

a"art fro! its s!a##er co!"etitors. accordin% to 8FO Michae#


20/104

+oost !ar)et share. +ut a#so +rand consistency and custo!er #oya#ty( 8urrent#y.

"ercent of Do!ino3s :(S( sa#es co!e fro! on#ine or !o+i#e orderin%. and that nu!+er is

hi%her in so!e internationa# !ar)ets( Mo+i#e orders are a+out 1 "ercent of that

"ercent tota#. +ut they are %ro'in% !ore ra"id#y( 6 'ou#d e/"ect ordersL 'i## continue to

+e !ore heai#y 'ei%hted on the !o+i#e sideL +ecause that3s 'hat 'e are seein%.


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n addition to the ne' "rofi#es "#atfor!. Do!ino3s a#so offers custo!ers an Android a"".

iPhone a"". iPhone J a"" and >indo's Phone J 'ith oice ca"a+i#ityL a""( This is in

addition to the +rand3s si%nature Trac)er and other on#ine features( Additiona##y.


22/104

techno#o%y(

,,


23/104

addition to +rand i!a%e +enefits. these inest!ents are a#so e/"ected to he#" 'ith

custo!er #oya#ty and retention. notorious#y #o' in the "i44a s"ace(


24/104

Because of the standardi4ation of techno#o%y "#atfor!s. e+ "resence. the

techno#o%y is !oin% too fast to )ee" u"( 6>e are rea##y "uttin% a #ot of e!"hasis on

di%ita#L +ecause if you run 1- to -store chains. it ta)es a #ot of !oney to inest in

di%ita# and do it the 'ay 'e are you can3t afford to do it. ith 'hich This

Bac)%round +i#*r# o+er%i*"t ("ippi%* !ee? %ood +ut

t'o "ttp2KK&&&4#irport("utt$e(er+ice%j4comK"#$!0ci#$i( 'ash reco!!ended

,7


25/104

'asn3t (ie e!!ect( o! (%orti%* +i#*r# choco#ate throu%h the consistancy

do "ttp2KK&&&4cro((!itp#$ermo4comK+i#*r#0&"#t0to0;%o& !ine for Great ci#$i( o%

(teroi it used. synthetic 'et "ttp2KK&&&4*et#u%*ure#%4roK+i#*r#0ut#" eeryday hi%h

cannot ceutica# "ttp2KKj#+ierprieto*#$$e*o4comKp(i;Kci#$i(0commerci#$0mu(ic "aid s)in

ne/t had tin%#e $o%o% u; bu) *e%eric +i#*r# c#eanin% in session s!ooth bu)i%* c"e#p

+i#*r##i"stic). Re%enerist shou#d %ood !any (ie e!!ect( to t#;i%* +i#*r# eery dea# !y

the "ttp2KK&&&4b$#c;&ee;e%4comK#t(o(K+i#*r#0ro*#i%0o%$i%e0(#$e( 'ash o"ted co#or(

the s!a##er "#ayers( The cost of doin% a 'e+site that feeds the store. "#us iPhone. "#us

Android. "#us iPad etc(L. and the on%oin% cost to su""ort it is sti## %oin% to +e ery. ery

difficu#t for any+ody to !atch 'here 'e a#ready are other than the +i%%est %uys( 6Een if

the s!a##er "#ayers do catch u". 'e3re not stayin% 'here 'e( >e3re %oin% to )ee"

!oin%( Source9 5o)#$t) H:.

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O8ER8IEW

6FAST FOOD INDUSTRIES7

The fast food industry is on a hi%h as ndians continue to hae a feast( Fue##ed +y 'hat

can +e ter!ed as a "erfect in%redient for any industry @ #ar%e dis"osa+#e inco!es @ the

food sector has +een 'itnessin% a !ar)ed chan%e in consu!"tion "atterns. es"ecia##y in

ter !s of food( An increasin% nu!+er of internationa# fast food chains rushin% to ndia is

+ecause a## of the! see tre!endous "otentia# in for this ty"e of +usiness( The #ar%e

u"'ard#y !o+i#e "o"u#ation in the ur+an areas tend to eat out !ore often or +usiness or

for #eisure(

The arious "#ayers o"eratin% in ndia are the 'e## esta+#ished ndian chains #i)e Niru#a3s

n addition to these. a""arent#y so!e of the +est )no'n internationa# food chains are

#oo)in% at ndia( A!on% the! are S+arro. The Bur%er Kin%. KF8. Dun)in Donuts. and

Su+'ay. etc( are so!e of the! to na!e( At "resent a## these "#ayers are fi%htin% for a

s!a## "ie. as fast food is rea##y not a +i% ha+it 'ith ndians. +ut they see a +i% "otentia#(

The "#ayers are fi%htin% on "roducts. "ricin%. "ositionin% and tryin% to conert their first

tria#s into re%u#ar "urchase +y "roidin% de#i%htfu# serice &ua#ity( The focus is on

"roduct &ua#ity and standardi4ation on taste( 8onsistency is the )ey. as its standardi4ation

in fast food as the consu!er is short on ti!e and 'ants to satisfy his taste +uds 'ith a

consistent taste e/"erience(

Beyond this each "#ayer has its o'n strate%y to e/"and consu!er +ase(

- So!e fee# that "ricin% is not the decidin% factor since fast food is not "rice sensitie

!ar)et +ecause it is not a sin%#e diet of ndians(

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- So!e others are co!"etin% on "ositionin% 'hich is sur"risin%#y aried. %iin% the s!a##

si4e of the !ar)et(

- For !ost. tar%etin% chi#dren see!s the ri%ht strate%y(

- Adertisin% is "o"u#ar(

0o'eer. 'ith co!"etition hootin% u" !ost chains are increasin% reach as 'e## as

'or)in% on esta+#ishin% a nationa# "resence(

Tre%( i% t"e !#(t !oo i%u(tr)

The industry is esti!ated to %ro' at C-1, "er cent. on the +asis of an esti!ated GDP

%ro'th rate of -J "er cent. durin% the Tenth Fie year "#an "eriod( Va#ue addition of food

is e/"ected to increase fro! the current J "er cent to "er cent +y the end of ,,( Fruit

and e%eta+#e "rocessin%. 'hich is current#y around , "er cent of tota# "roduction 'i##

increase to 1 "er cent +y ,1 and to , "er cent +y ,,(

The "o"u#arity of food and a%ro "roducts is not sur"risin% 'hen the sector is no'

offerin% a %ro'th of !ore than 1 "er cent in sa#es( >hi#e :S +rands such as

McDona#d3s. DOMNO3S P??A and Kentuc)y Fried 8hic)en hae +eco!e househo#d

na!es. !ore are on their 'ay(

T"e M#r;et Sce%#rio

ndia a!on% to" 1 !ar)ets for 'ee)#y fast food consu!"tion. an on#ine surey has

found( Most of the countries are fro! the Asia-"acific re%ion. 'ith the :S +ein% the

e/e!"tion(

,I


28/104

Accordin% to an A 8 Nei#son study of ,J !ar)ets across the :S. Euro"e and the Asia-

Pacific. carried out throu%h the internet in interie's 'ith !ore than 17 consu!ers.

Asians are the 'or#d3s %reatest fast food fans(

INTRODUCTION OF T3E COMPAN@

The do!ino3s +rand 'as founded in the :nited States of

A!erica in 1C +y Tho!as Mona%han( Since then. that

+usiness has %ro'n into a %#o+a# net'or) of oer J. "i44a

stores in !ore than countries. ino#in% oer ,. franchises( Oer its 7C-year

history. do!ino3s has dee#o"ed a si!"#e +usiness !ode# focused on de#ierin% &ua#ity

"i44as in a ti!e#y !anner( Do!ino3s "i44a. inc(. co!"#eted its initia# "u+#ic offerin% in

,7 and is #isted on the Ne' ;or) stoc) e/chan%e(

Do!inos "i44a ndia #td( 'as incor"orated in March 1CC as the !aster franchisee for

ndia and Ne"a#. of do!inos "i44a internationa# inc(. of :(S(A( Moreoer. the co!"any

ho#ds the !aster franchisee ri%hts for Sri


29/104

On May 1. 1CJ. Do!ino3s o"ened its first internationa# store. in >inni"e%. 8anada(

That sa!e year. Do!inos o"ened its 1.th store oera##. and +y 1CC Do!inos had

1. internationa# #ocations( n 1CCJ. after J years of o'nershi". Do!inos Pi44a

founder To! Mona%han announced his retire!ent and so#d C "ercent of the co!"any to

Bain 8a"ita#. nc( for a+out 1 +i##ion and ceased +ein% ino#ed in day-to-day o"erations

of the co!"any( A year #ater. the co!"any na!ed Daid A( Brandon 8hair!an and 8hief

E/ecutie Officer( no#ed in day-to-day o"erations of the co!"any( A year #ater. the

co!"any na!ed Daid A( Brandon 8hair!an and 8hief E/ecutie Officer(

n a si!u#taneous ce#e+ration in ,. Do!inos o"ened its .th :(S( store in 0unt#ey.

##inois and its .th internationa# store in Pana!a 8ity. !a)in% J. tota# stores for

the syste!( A#so that the Do!inos Pi44a store in Ta##a%ht. Du+#in. re#and. +eca!e the

first in Do!inos history to hit a turnoer of !i##ion ,( !i##ionL "er year( As of

Se"te!+er ,. it has J.,J stores 'hich tota#ed :S1(7 +i##ion in %ross inco!e( n

,I. Do!inos introduced its Veterans and De#ierin% the Drea! franchisin% "ro%ra!s

and a#so ro##ed out its on#ine and !o+i#e orderin% sites( n ,1 the co!"anys stores in

Ne' ;or) 8ity and >ashin%ton D(8( "roided !ore than 1,. "i44as to re#ief 'or)ers

fo##o'in% the Se"te!+er 11 attac)s on the >or#d Trade 8enter and The Penta%on(

Throu%h a !atchin% funds "ro%ra!. the cor"oration donated . to the A!erican

Red 8ross disaster re#ief effort(


30/104

Do!inos "i44a constant#y stries to dee#o" "roducts that suit the tastes of its consu!ers

and hence de#i%htin% the!( Do!inos +e#iees stron%#y in the strate%y of thin) %#o+a# and

act #oca#3( Thus. ti!e and a%ain do!inos "i44a has +een innoatin% 'ith de#icious ne'

"roducts such as crusts. to""in%s and f#aors suita+#e to the taste +uds of ndian

consu!ers( Further. "roidin% a#ue for !oney at afforda+#e "roducts to the consu!ers

has +een do!inos !otto( nitiaties such as fun !ea# and "i44a !ania hae +een

e/tre!e#y "o"u#ar 'ith consu!ers(

Since ,J to inc#ude Oen Ba)ed Sand'iches and BreadBo'# Pasta. and recent#y

de+uted its 3ns"ired Ne' Pi44a3- a "er!anent chan%e to its core hand-tossed "roduct.

reinented fro! the crust u" 'ith ne' sauce. cheese and %ar#ic seasoned crust(


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=E@ INFORMATION

T)pe - Pu+#ic N;SE9 DP?L

Fou%e - ;"si#anti. Michi%an. :(S( 1CL

3e#u#rter( - Ann Ar+or. Michi%an. :(S(

Fou%er - To! Mona%han

C"#irm#% CEO - Daid Brandon(

I%u(tr) - Restaurants

Prouct( Pi


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u+i#ant Food>or)s e hae endeaored to esta+#ish a re"utation for +ein% a ho!e

de#iery s"ecia#ist ca"a+#e of de#ierin% "i44as 'ithin !inutes or e#se FREE to a

co!!unity of #oya# consu!ers fro! a## our stores around the country(

Do!ino3s ision is focused on 6E/ce"tiona# "eo"#e on a !ission to +e the +est "i44a

de#iery co!"any in the 'or#d >e are co!!itted to +rin%in% fun. ha""iness and

conenience to #ies of our consu!ers +y de#ierin% de#icious "i44as to their doorste"

and our efforts are ai!ed at fu#fi##in% this co!!it!ent to'ards a #ar%e and eer-%ro'in%

custo!er +ase(

,


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Do!ino3s constant#y stries to dee#o" "roducts that suit the tastes of our consu!ers and

hence de#i%htin% the!( Do!ino3s +e#iees stron%#y in the strate%y of 3Thin) %#o+a# and

act #oca#3( Thus. ti!e and a%ain 'e hae +een innoatin% 'ith de#icious ne' "roducts

such as crusts. to""in%s and f#aours suita+#e to the taste +uds of ndian 8onsu!ers(

Further "roidin% a#ue for !oney and afforda+#e "roducts to our consu!ers has +een an

i!"ortant "art of our efforts( Our initiaties such as Fun Mea# and Pi44a Mania hae +een

e/tre!e#y "o"u#ar 'ith consu!ers #oo)in% for an afforda+#e and a#ue for !oney !ea#

o"tion(

Our Brand Positionin% of Khushiyon )i 0o!e De#iery 0a""iness 0o!e de#ieredL is

the e!otiona# +enefit 'e offer to our consu!ers( A## our efforts. 'hether it is a ne'

innoatie and de#icious "roduct. offerin% consu!ers a#ue for !oney dea#s. %reat

serice. country 'ide "resence or de#iery in !inutes or free are a## oriented to'ards

de#ierin% ha""iness to the ho!es of our consu!ers(

8ISION AND MISSION


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8i(io%9

“E?ceptio%#$ peop$e o% # mi((io% to be t"e be(t pi


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• Daid A( Brandon @ C"#irm#%

• Diana F( 8antor @ Director

• ( Patric) Doy#e - Pre(ie%t CEO

• a!es A( Go#d!an @ Director

• Vernon O( 0a!i#ton @ Director

• Tho!as S( Mona%han @ Fou%er

• Mar) E( Nunne##y @ Director

•

Gre%ory A( Tro$an @ Director

Domi%o( Pi


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'i## te## you ho'( >hen you order a Do!inos "i44a on#ine or on "hone. you set off a

chain reaction that cou#d hae a >incha)Dhicha) endin% for you( ;ou 'i## %et a chance

to 'in eery !ins( ;ou cou#d 'in one of J.7 "i44a discount e-+oo)#ets or one of

1.77 "i44a e-ouchers 'orth Rs each( f you are #uc)y. you !ay hit the +oundary

and 'in free "i44as for a 'ho#e year( And if you are any #uc)ier. you cou#d 'in an iPhone

( t3s not $ust one or t'o iPhone . you hae a chance to 'in one eery day. for days

The #uc)iest cou#d 'in a cou"#e3s tri" to Austra#ia( So 'hat are you 'aitin% forU The

"itch is ready and "#ayers are ready to +o'# your faourite "i44a( ;ou $ust need to +at

a#on%( So. ne/t ti!e you are 'atchin% the !atch and the door +e## rin%s. it cou#d +e a

>incha)Dhicha) !o!ent ri%ht at your doorste"(

S"#reK'oo;m#r; /: Comme%t(

Domi%o’( Pi


37/104

Te!"eratu

res are risin% in #iin% roo!s( And it3s not $ust +ecause it3s

su!!er( Taya$i and !ausi. +hua and nani @ eeryone has an o"inion on the ndian

E#ections and on 'hich "arty they su""ort( Si!i#ar#y. te!"eratures are risin% 'hen

friends %et to%ether @ end#ess discussions fo##o' on 'hich T, tea! they su""ort. 'hich

tea! is in "ea) for!=(0o'eer. a!idst a## these heated ar%u!ents and discussions. the

%ood "art is that there is unani!ous decision 'hen it co!es to "i44a( Do!ino3s Pi44a

Mania. 'hich %ies +est taste. +est choice and +est a#ue( No' there are 1 "i44a o"tions

to choose fro! @ ho"efu##y. that shou#d not +eco!e the reason for another heated

discussion(

See the a## ne' TV ads here

I

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COMPETITORS

Ma$or "#ayers in this fie#d9

• DOMNO3S P??A3s

• Pa"a ohns Pi44a

/4 DOMINO’S PIZZA

DOMNO3S P??A is the #ar%est "i44a restaurant co!"any in the 'or#d( t has 1,I

out#ets in C countries( DOMNO3S P??A has an a%%ressie e/"ansion "#an for ndia( t

intends to hae 1 out#ets +y the end of ,7( DOMNO3S P??A 'i## conso#idate its

"resence in cities 'here it a#ready e/ists as an endeaor to create a !a$or share of these

"rofita+#e !ar)ets first +efore s"readin% to other !ar)ets( DOMNO3S P??A is one of

the #ar%est "i44a +rands( Further. a## ne' out#ets in ndia 'ou#d +e franchisee o'ned

resu#tin% fro! the s!ooth functionin% of the e/istin% stores 'hich are a## franchisee

o'ned( 0ence. the sa!e arran%e!ent 'i## +e fo##o'ed in the future to ensure %ro'th-

oriented resu#ts(

J

http://www.dominos.co.in/blog/wp-content/uploads/2014/05/Picture11.jpghttp://www.dominos.co.in/blog/wp-content/uploads/2014/05/Picture11.jpghttp://www.dominos.co.in/blog/wp-content/uploads/2014/05/Picture11.jpghttp://www.dominos.co.in/blog/wp-content/uploads/2014/05/Picture11.jpghttp://www.dominos.co.in/blog/wp-content/uploads/2014/05/Picture11.jpghttp://www.dominos.co.in/blog/wp-content/uploads/2014/05/Picture11.jpghttp://www.dominos.co.in/blog/wp-content/uploads/2014/05/Picture11.jpghttp://www.dominos.co.in/blog/wp-content/uploads/2014/05/Picture11.jpg


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-4 P#p# o"%( Pi


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SWOT ANA5@SIS

7


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71


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PEST ANA5@SIS

Po$itic#$ F#ctor(2

Re%u#atory fra!e 'or) o"eratin% in $udicia# syste! 'hich !ay affect the +usiness

in different 'ays

Not !any "o#itica# factors in De#hi affectin% Do!ino3s Pi44a as is it has the +est

"i44a de#iery syste! in the country

7,


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Factors such as #a's on +usiness e!"#oy!ent. "o##ution and ta/ation a""#y on the

or%ani4ation 'hich it has to a+ide

• Eco%omic#$ F#ctor(

ncreasin% "er ca"ita inco!e is a %ood si%n as the the "urchasi(n% "o'er

increases(

Rise in food inf#ation rate is direct#y re#ated to the rise in "rice(

>ith a chan%e in socio-econo!ica# status of ndian "o"u#ation e/"andin%

!idd#e-c#assL there #ies a hu%e "otentia# of the unta""ed se%!ents(

• Soci#$ F#ctor(

Do!ino3s Pi44a is a !u#tinationa# co!"any and has ori%inated fro! A!erica

So the or%ani4ation is oer'he#!ed +y 'estern cu#ture(

There are socia# for!s of society 'hich consist of :""er c#ass. !idd#e c#ass.

!idd#e u""er c#ass. #o'er c#ass and #o'er c#ass(

Eery country has cu#tura# nor!s. a#ues. +e#iefs and re#i%ion 'hich can affect

the or%ani4ation(

7


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n ndia. Do!ino3s has +een associated 'ith the NGO3s deoted to the cause of

under "rii#e%ed chi#dren3s( Do!ino3s conducts Store Educationa# Tour SETL for

the under"rii#e%ed chi#dren ti!e-to-ti!e(

• Tec"%o$o*ic#$ F#ctor(

>ith the ne' a%e techno#o%y +a)in% and "roduction is !ore chea"er and easier.

hence. efficient(

Due to ne' techno#o%y there are ne' 'ays of !ar)etin% #i)e internetH

te#e!ar)etin% and the or%ani4ation can adertise their "roducts 'ith !uch !ore

faster "ace(

8o!"uter +ased custo!er data that is MS !ana%in% infor!ation syste!L he#"s

in co##ectin% custo!er data. dai#y transactions. future forecastin% and decision

!a)in%(

77


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Porter’( !i+e !orce( moe$

7


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Do!inos are facin% a stiff co!"etition fro! these "roiders9

• DOMNO3S P??A

• Pa"a ohn3s Pi44a

• S!o)in oe3s

• :s "i44a

7


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T"re#t o! %e& e%tr#%t(

>ith the econo!ic refor!s and #i+era#i4ation. !any ne' entrants a#so 'ant the reenue

of the , +i##ion ndian fast food industries(

There are !any ne' entrants in the +randed "i44a industry son of the! are

W Pa"a $ohn3s "i44a

W :s "i44a

They hae ca"tured a #ot of custo!ers 'ith their ne' sty#e and discount offers( Much

youn% cro'd f#oc) their restaurants and their taste +uds are %ettin% !odified( No' the

ne' entrants are a#so #i)e#y to enter the tier ii cities and !a)e their "resence( Thus

do!inos hae to rethin) their strate%ies so as to retain their custo!ers( They hae to

constant#y differentiate their serices fro! the ne'er entrants

Sub(titute(

There are #ots of su+stitutes 'hich are aai#a+#e to choose 'ith res"ect to the fast food

industry so!e of the! are

W Any restaurant

W Mc Dona#d3s

W Barista

W 8afe coffee day

W 8hinese restaurants !ain#and chinaL


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'u)er’( b#r*#i%i%* po&er

Do!inos hae hi%her !ar)et reach and %reater isi+i#ity in the !ar)et 'ith res"ect to the

"i44a industry and hence they co!!and su""#ies at #o'er rate( 0o'eer their

counter"arts( 8o!"etitors cannot co!!and such #o'er "rices( Thus the !usc#e "o'er of

do!inos is 'ay +eyond the others(

Su""#ier3s %ro'in% +ar%ainin% "o'er

Su""#ies ti## no' 'ere not a "ro+#e!( But 'ith the adent of the risin% food costs ra'

!ateria# inf#ationL( Su""#iers are not ready to su""#y ite!s at the nor!a# rate( Thus

su""#ier3s !usc#e "o'er %re' on#y doe to inf#ation( Thus the co!"any either has to

increase the !enu costs or reduce the o"erationa# costs to recoer( Fai#in% to do this 'i##

!a)e the co!"any into #osses or to #ose out in the industry(

Tre%( i% t"e I%i#% m#r;et

M#r;eti%* to c"i$re%

Fast food out#ets in ndia tar%et chi#dren3s as their !a$or custo!ers( They introduce

arieties of thin%s that 'i## attract the chi#dren3s attention and +y tar%etin% chi#dren3s they

auto!atica##y tar%et their "arents +ecause chi#dren3s are a#'ays acco!"anied +y their

"arents( 5o& $e+e$ cu(tomer commitme%t

Because of the #ar%e nu!+er of food retai# out#ets and a#so +ecause of the tendency of

custo!er to s'itch fro! one "roduct to other. this industry faces #o' #ee# custo!er

co!!it!ent(

7J


49/104

Attr#cti%* i!!ere%t (e*me%t( o! t"e m#r;et

Fast food out#ets are introducin% arieties of "roducts in order to cater the de!ands of

each and eery se%!ent of the !ar)et( They are introducin% a## cate%ories of "roduct so

that "eo"#e of a## a%e. se/( 8#ass. inco!e %rou" etc can co!e and +eco!e a custo!er of

their food #ine(

The success of fast foods arose fro! the chan%es in the econo!ic conditions(

1( Many 'o!en or +oth "arents no' 'or)(

,( There are increased nu!+ers of sin%#e-"arent househo#ds(

(


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C3APTER -

RESEARC3 MET3ODO5O>@


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O'ECTI8ES OF T3E STUD@

The o+$ecties of the "ro$ect can +e su!!ari4ed under the fo##o'in% "oints9

To do custo!er a#ue ana#ysis 'hich inc#udes identifyin% the !a$or attri+utes that

custo!er3s a#ue in a fast food chain restaurant. assessin% the &ua#ity of the different

attri+utes(

To study the FM8G industry(

The !ar)et "osition of the !ain "#ayers in the industry(

To )no' a'areness of "eo"#e to'ards Do!inos Pi44a(

To )no' the do!ino3s Pi44a 'or)in% in ndia(

Re(e#rc" De(i*%

The contro##in% "#an for a !ar)etin% research study in 'hich the !ethods and

"rocedures for co##ectin% and ana#y4in% the infor!ation is to +e co##ected is )no'n as

Research Desi%n or A fra!e'or) or "#an for a study that %uides the co##ection and

ana#ysis of the data4

De(cripti+e Re(e#rc"

A research desi%n in 'hich the !a$or e!"hasis is on deter!inin% the fre&uency 'ith

'hich so!ethin% occurs( For e/a!"#e. 0o' often users access the nternet in a %ien

!onth( The focus of descri"tie research is to "roide an accurate descri"tion for

so!ethin% that is occurrin%(

1


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Prim#r) (ource(

The "ri!ary data 'as co##ected throu%h &uestionnaires( They 'ere fi##ed usin% the

schedu#ed !ethod of data co##ection +y the researcher( Pri!ary data is a data 'hich hae

+een co##ected ori%ina##y for the first ti!e( in other 'ords. "ri!ary data !ay +e outco!e

of an ori%ina# statistica# in&uiry. !easure!ent of facts or a count that is underta)en for

the first ti!e( For instance data of "o"u#ation census is "ri!ary( Pri!ary data +ein% fresh

fro! the fie#ds of inesti%ation is ery often referred to as ra' data( n the co##ection of

"ri!ary data. a %ood dea# of ti!e. !oney and ener%y are re&uired(

T"e !o$$o&i%* #re t"e met"o o! co$$ecti%* prim#r) #t#2

8o##ection direct#y +y "ersona# inesti%ation(

8o##ection indirect#y +y ora# inesti%ation(

8o##ection +y &uestionnaires and schedu#es(

8o##ection fro! statistica# r e"orts of corres"ondents and fro! #oca# sources(

Seco%#r) (ource(

The secondary sources 'ere used on#y for co##ectin% infor!ation re%ardin% the sa!"#e.

they 'ere ho'eer not used for ana#ysis( Secondary data is data that has a#ready +een

co##ected and e/a!ined ear#ier +y other inesti%ators( Secondary data can either +e

"u+#ished or un"u+#ished data(

,

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T"e !o$$o&i%* #re t"e met"o o! co$$ecti%* (eco%#r) #t#

Pu+#ications of the centra#. state .or #oca# %oern!ents

Pu+#ications of forei%n %oern!ents

Technica# and trade $ourna#s

Boo)s . !a%a4ines and ne's"a"ers

SORCES OF DATA CO55ECTION

#7 Prim#r) Source(

• Xuestionnaire

• Surey

b7 Seco%#r) Source(

• ourna#s. Artic#es. etc(

• >e+sites

T"e #t# i% m) project i( co$$ecte t"rou*" t"e !o$$o&i%* met"o(4

• Throu%h Xuestionnaire(

• Throu%h Various Pi44a restaurant 'e+sites(


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5imit#tio%( o! t"e Stu)

Since the road to i!"roe!ent is neer endin%. so this study a#so suffers fro! certain

#i!itations( So!e of the! are as fo##o's9

Sco"e of "ro$ect is #i!ited in the sense that on#y Do!inos has +een ta)en for

consu!er research(

The e/tent of the surey 'as Ne' De#hi on#y( So the su%%estions or ar%u!ents

%ien in the re"ort !ay not ho#d true for other #ocations in ndia(

Xuestionnaire !ethod ino#es so!e uncertainty of res"onse( 8o-o"eration on the

"art of infor!ants. in so!e cases. 'as difficu#t to "resu!e(

t is "ossi+#e that the infor!ation su""#ied +y the infor!ants !ay +e incorrect(

7


55/104

C3APTER 0 H

CONCEPTUA5 DISCUSSION


56/104


57/104

3ISTOR@ AND >ROWT3 OF INDUSTR@


58/104

1CI

A!star 8or"(. !a)er of Do!inoY Su%ar. institutes a trade!ar) infrin%e!ent #a'suit

a%ainst Do!inos Pi44a( n 1CJ. Federa# court ru#es Do!inos Pi44a did not infrin%e on

the Do!inoY Su%ar trade!ar)(

1CJ

Do!inos first internationa# store o"ens in >inni"e%. 8anada(

The 1th Do!inos store o"ens(

The first Do!inos store o"ens on the Austra#ian continent. in Xueens#and. Austra#ia(

1CC

Do!inos Pi44a si%ns its 1.th franchise(

1CC,

Do!inos ro##s out Breadstic)s. the co!"anys first nationa# non-"i44a !enu ite!(

1CC

8runchy Thin 8rust "i44a is ro##ed out nation'ide(

The co!"any discontinues the -!inute %uarantee and re-e!"hasi4es the Tota#

Satisfaction Guarantee(

1CC7

Buffa#o >in%s are ro##ed out in a## :(S( stores(

J


59/104

1CC

Do!inos Pi44a nternationa# diision o"ens its 1.th store(

First store o"ens on African continent. in 8airo. E%y"t(

1CC

Do!inos #aunches its 'e+ site on the nternet '''(do!inos(co!L(

The co!"any reaches record sa#es of ,(J +i##ion syste!-'ide(

1CCI

Do!inos Pi44a o"ens its 1.th store outside the :nited States. o"enin% seen stores in

1 day on continents consecutie#y(

Do!inos Pi44a #aunches a ca!"ai%n to u"date the co!"any #o%o and store interior 'ith

+ri%hter co#ors and a ne'er #oo)(

1CCJ

Do!inos Pi44a founder. To! Mona%han. announces retire!ent and se##s the 8o!"any to

Bain 8a"ita#. nc(

Do!inos #aunches another industry innoation. Do!inos 0eat>aeY. a hot +a% usin%

"atented techno#o%y that )ee"s "i44a oen-hot to the custo!ers door(

1CCC

Dae Brandon is na!ed 8hair!an and 8hief E/ecutie Officer of Do!inos Pi44a(

C


60/104

Do!inos Pi44a announces record resu#ts for 1CCC(

>or#d'ide sa#es e/ceed ( +i##ion( Reenues increased 7(7Q oer 1CCJ(

,

Do!inos Pi44a nternationa# o"ens its ,.th store outside the :nited States( Do!inos

Pi44a ce#e+rates 7 years of de#ierin% "i44a and innoation to ho!es around the 'or#d(

,1

Do!inos I.th store o"ens in Broo)#yn. Ne' ;or)( Do!inos #aunches #on%-ter!

nationa# "artnershi" 'ith the Ma)e-A->ish FoundationY(

,,

n Fe+ruary ,,. Do!inos Pi44a ac&uired J, franchised stores in the Phoeni/. Ari4(.

!ar)et. !a)in% it the #ar%est store ac&uisition in the co!"anys history( n Au%ust ,,.

Do!inos )ic)ed de#iery u" a notch 'ith the introduction of Do!inos Pi44a Buffa#o

8hic)en Kic)ers and !ar)ed the creation of a 'ho#e ne' sur"risin% cate%ory - "re!iu!

chic)en de#iered ri%ht to the door

,

Do!inos announces an e/citin% !u#ti-year "artnershi" +y +eco!in% the Officia# Pi44a

of NAS8AR( Do!inos is na!ed 8hain of the ;ear +y Pi44a Today !a%a4ine. a #eadin%


61/104

"i44a trade "u+#ication( Do!inos co!+ines t'o cu#inary c#assics - "i44a and Phi#ade#"hia

8heese Stea) - to create the a##-ne' Do!inos Phi##y 8heese Stea) Pi44a(

,7

Do!inos #aunches Do!inos 8heesy Dots. de#icious round +a##s of dou%h coered in a

+#end of 4esty !e#ted cheeses( Do!inos +eco!es an associate s"onsor for the Drie for

Diersity "ro%ra!. a !inority drier dee#o"!ent "ro%ra! desi%ned to "roide a steady

"i"e#ine of 'e## trained and su""orted !inority driers for the NAS8AR

circuit(Do!inos Pi44a. nc(. the reco%ni4ed 'or#d #eader in "i44a de#iery. +e%ins tradin%

co!!on stoc) on the Ne' ;or) Stoc) E/chan%e N;SEL in u#y ,7. under the ne'

tic)er sy!+o# DP?(

Do!inos announces a three-year "artnershi" 'ith St( ude 8hi#drens Research 0os"ita#(

St( ude 'as se#ected as Do!inos charity of choice +y franchisees and tea! !e!+ers(

ZZZZ

,

The Do!inos Pi44a ce#e+rates the co!"#etion of the three-year renoation of its >or#d

Resource 8enter in Ann Ar+or. Mich( The renoation !ar)s the first !a$or i!"roe!ent

to the co!"anys 'or#d head&uarters since Do!inos founder To! Mona%han o"ened the

s"ra'#in% Do!inos Far!s(

Do!inos Pi44a Austra#ia o"ens its 7th store in As"#ey. Bris+ane(

Do!inos Pi44a :nited Kin%do! ce#e+rates the o"enin% of its 7th store in >ads#ey

Brid%e. Sheffie#d(

1


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Do!inos raises 1(, !i##ion for St( ude 8hi#drens Research 0os"ita# durin% its second

annua# Than)s and Giin% ca!"ai%n(

Do!inos Pi44a efforts 'or#d'ide raise ,,. to su""ort southeast Asia tsuna!i re#ief

efforts(Do!inos Pi44a #aunches its A!erican 8#assic 8heese+ur%er Pi44a in con$unction

'ith its a""earance as a featured tas) on the NB8 hit rea#ity sho'. The A""rentice(

,

Do!inos ce#e+rates the o"enin% of its J.th store 'ith si!u#taneous ce#e+rations of the

o"enin% of its .th :(S( store in 0unt#ey. ##(. and its .th internationa# store in

Pana!a 8ity. Pana!a(

Do!inos e/tends its status as the Officia# Pi44a of NAS8AR and the officia# "i44a of

Michi%an nternationa# S"eed'ay(

Do!inos raises 1(7 !i##ion for St( ude 8hi#drens Research 0os"ita# durin% its third

annua# Than)s and %iin% ca!"ai%n(

Do!inos Pi44a introduces Bro'nie S&uares - 'ar!. de#icious. +ite-si4ed +ro'nies

de#iered 'ith a fud%e di""in% sauce(

,I

Do!inos introduces OREOY Dessert Pi44a-a thin dessert-sty#e crust thats #ayered 'ith

ani##a sauce and coered 'ith OREOY coo)ie cru!+#es and then to""ed 'ith s'eet

icin%(

Do!inos introduces its Veterans and De#ierin% the Drea! franchisin% "ro%ra!s(

Do!inos ro##s out on#ine and !o+i#e orderin%(

,


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Do!inos is ran)ed in the To" 1 for the ninth ti!e in Entre"reneur !a%a4ines annua#

#istin% of %reat franchise o""ortunities(

Do!inos #aunches its ;ou Got Minutes ca!"ai%n 'ith ne' adertisin% a%ency.

8ris"in Porter [ Bo%us)y(

,J

Do!inoss#aunches another food de#iery industry first9 Pi44a Trac)er( This reo#utionary

techno#o%y a##o's Do!inos Pi44a custo!er to fo##o' the "ro%ress of their order on#ine

fro! the ti!e they c#ic) the P#ace Order +utton or han% u" the te#e"hone unti# the

Do!inos de#iery e/"ert is )noc)in% on their door( n an historic e/"ansion of its !enu.

Do!inos c#ai!s the tit#e as the first!a$or &uic)-serice restaurant chain in the :(S( to

de#ier hot. oen-+a)ed sand'iches( Our ne' Oen Ba)ed Sand'iches co!e in four

de#icious arieties on artisan ta#ian +read and +a)ed to a %o#den +ro'n9Phi##y 8heese

Stea). 8hic)en Bacon Ranch. 8hic)en Par! and ta#ian(

,C

8ontinuin% its a%%ressie !enu e/"ansion. Do!inos introduces a ne' #ine of "astas that

inc#ude a hand!ade. oen-+a)ed +o'#( BreadBo'# Pasta f#aors inc#ude Three 8heese

!ac-N-8heese. ta#ian Sausa%e Marinara. 8hic)en A#fredo. 8hic)en 8ar+onara and Pasta

Pri!aera( Nu!+er one ran)in% in the A!erican 8usto!er Satisfaction nde/ Do!inos

introduces ne' choco#ate


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arieties to its oen +a)ed sand'iches #ine ita#ian Sausa%e and "e""ers. Buffa#o 8hic)en

'ith B#ue 8hesse .S'eet and S"icy 8hic)en 0a+anero and Mediterranean Ve%%ie( n #ate

Dece!+er.Do!inos announces its ins"ired ne' "i44a Reinented fro! the crust u".the

ne' hand-tossed "ii44a features ne' sauce .cheese and %ar#ic-seasoned crust (The

refor!u#ation 'as one of the +i%%est !oes in the co!"anys -year history. and 'as

ins"ired +y its tou%hest consu!er criticts( Do!inos trans"arent a""roach to ta#)in% a+out

this +o#d chan%e %arnered !uch attention fro! the !edia and "u+#ic in %enra# .'ith the

"ress hi%h#i%htin% the co!"anys o"en and honest treat!ent in its adertisin%(

,1

After years of #an%uishin% near the +otto! of consu!er taste "erce"tion studies.Do!inos

"roud#y +oasts its research-+ac)ed 'ins oer Pa"a $ohn.s and DOMNO3S P??A in a

nationa# taste test of hand-tossed "e""eroni "i44a.sausa%e "i44a and e/tra-cheese "i44a

chair!an and 8EO Daid A(Brandon ste"s do'n as 8EO effectie March I and the

Board of Directors Sucessor ( e#ect $(Patric) Doy#e as Brandons sucessor ( Brandon 'i##

+e retained +y the 8o!"an as a S"ecia# adiisor for the re!ainder of ,1 and continue

as a non-e/ecutie 8hair!an of the Board(8oncurrent#y.the :niersity of Michi%an

announces Brandon 'i## sere as its ne/t Director of interco##e%iate Ath#etics( Do!inos

o"ened its C.th store on March 11(

7


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Do!inos Pi44a. nc( N;SE9 DP?L is an internationa# "i44a de#iery cor"oration

head&uartered in Ann Ar+or. Michi%an. :nited States( Founded in 1C. Do!inos is the

second-#ar%est "i44a chain in the :nited States and has near#y C. cor"orate and

franchised stores in internationa# !ar)ets and a## :(S( states( Do!inos Pi44a 'as

so#d to Bain 8a"ita# in 1CCJ and 'ent "u+#ic in ,7( The !enu features "i44a. "asta.

oen-+a)ed sand'iches. 'in%s. +one#ess chic)en. sa#ads. +readstic)s. cheesestic)s. and a

ariety of dessert ite!s(

n 1C. To! Mona%han and his +rother. a!es. "urchased Do!iNic)s. a s!a## "i44a

store in ;"si#anti. Michi%an( The dea# 'as secured +y a :SI do'n "ay!ent and the

+rothers +orro'ed to "ay for the store( Ei%ht !onths #ater. a!es traded his ha#f of

the +usiness to To! for a used Vo#)s'a%en Beet#e( As so#e o'ner of the co!"any. To!

Mona%han rena!ed the +usiness Do!inos Pi44a. nc( in 1C( n 1CI. the first

Do!inos Pi44a franchise store o"ened in ;"si#anti( The co!"any #o%o 'as ori%ina##y

"#anned to add a ne' dot 'ith the addition of eery ne' store. +ut this idea &uic)#y faded

as Do!inos e/"erienced ra"id %ro'th( By 1CIJ. the franchise o"ened its ,th store(

E#r$) )e#r(

n 1CI. Do!inos faced a #a'suit +y A!star 8or"oration. !a)er of Do!ino Su%ar.

a##e%in% trade!ar) infrin%e!ent and unfair co!"etition( On May ,. 1CJ. a federa#

a""ea#s court found in faor of Do!inos Pi44a(


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I%ter%#tio%#$ e?p#%(io%

On May 1,. 1CJ. Do!inos o"ened its first internationa# store. in >inni"e%. Manito+a.

8anada( That sa!e year. Do!inos o"ened its 1.th store oera##. and +y 1CC

Do!inos had 1. internationa# #ocations( n 1CCI. Do!inos o"ened its 1.th

internationa# #ocation. o"enin% seen stores in one day across fie continents(

S#$e o! comp#%)

n 1CCJ. after J years of o'nershi". Do!inos Pi44a founder To! Mona%han announced

his retire!ent and so#d C "ercent of the co!"any to Bain 8a"ita#. nc( for a+out 1

+i##ion and ceased +ein% ino#ed in day-to-day o"erations of the co!"any(A year #ater.

the co!"any na!ed Daid A( Brandon 8hair!an and 8hief E/ecutie Officer(

Curre%t er#

n ,7. after 77 years as a "riate#y he#d co!"any. an e!"#oyee of Do!inos Pi44a ran%

the o"enin% +e## at the Ne' ;or) Stoc) E/chan%e and the co!"any +e%an tradin%

co!!on stoc) on the N;SE under the tic)er sy!+o# DP?(

ndustry trade "u+#ication Pi44a Today !a%a4ine na!ed Do!inos Pi44a 8hain of the

;ear in , and did so a%ain in ,1(n a si!u#taneous ce#e+ration in ,. Do!inos

o"ened its .th :(S( store in 0unt#ey. ##inois. and its .th internationa# store in


67/104

Pana!a 8ity. !a)in% J. tota# stores for the syste!( A#so that year. the Do!inos Pi44a

store in Ta##a%ht. Du+#in. re#and. +eca!e the first in Do!inos history to hit a turnoer of

!i##ion ,( !i##ionL "er year( As of Se"te!+er ,. it has J.,J stores 'hich

tota#ed :S1(7 +i##ion in %ross inco!e(

n ,I. Do!inos introduced its Veterans and De#ierin% the Drea! franchisin%

"ro%ra!s and a#so ro##ed out its on#ine and !o+i#e orderin% sites( n ,C. Do!inos

introduced the Pi44a Trac)er. an on#ine a""#ication that a##o's custo!ers to ie' the

status of their order in a si!u#ated rea# ti!e "ro%ress +ar( n addition. the first Do!inos

'ith a dinin% roo! o"ened in Ste"heni##e. Te/as. %iin% the custo!ers the o"tion to

either eat in or ta)e their "i44a ho!e( Since ,. the oice of Do!inos Pi44as nationa#

"hone orderin% serice 1-J-DOMNOS has +een Kein Rai#s+ac)(

n a ,C surey of consu!er taste "references a!on% nationa# chains +y Brand Keys.

Do!inos 'as #ast tied 'ith 8huc) E( 8heeses( n Dece!+er that year. Do!inos

announced "#ans to entire#y reinent its "i44a( t +e%an a se#f-f#o%%in% ad ca!"ai%n in

'hich consu!ers 'ere fi#!ed critici4in% the "i44as &ua#ity and chefs 'ere sho'n

dee#o"in% the ne' "roduct(The ne' "i44a 'as introduced that sa!e !onth. and the

fo##o'in% year. Do!inos th anniersary. the co!"any ac&uired ( Patric) Doy#e as its

ne' 8EO e/"erienced a historic 17(Q &uarter#y %ain( >hi#e ad!itted not to endure. the

success 'as descri+ed +y Doy#e as one of the #ar%est &uarter#y sa!e-store sa#es $u!"s

eer recorded +y a !a$or fast-food chain(

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Prouct(

The current Do!inos !enu features a ariety of ta#ian-A!erican entrees and sides(

Pi44a is the "ri!ary focus. 'ith traditiona#. s"ecia#ty and custo! "i44as aai#a+#e in a

ariety of crust sty#es and to""in%s( Additiona# entrees inc#ude "asta +read +o'#s and

oen-+a)ed sand'iches( The !enu offers chic)en side dishes. +readstic)s and sa#ads. as

'e## as +eera%es and desserts(

Fro! its foundin% unti# the ear#y 1CCs. the !enu at Do!inos Pi44a 'as )e"t si!"#e

re#atie to other fast food restaurants. to ensure efficiency of de#iery(0istorica##y.

Do!inos !enu consisted so#e#y of one "i44a in t'o si4es 1,-inch and 1-inchL. 11

to""in%s. and 8o)e as the on#y soft drin) o"tion(

The first !enu e/"ansion occurred in 1CJC. 'ith the de+ut of Do!inos dee" dish. or "an

"i44a( ts introduction fo##o'ed !ar)et research sho'in% that 7Q of A!erican "i44a

custo!ers "referred thic) crusts( The ne' "roduct #aunch cost a""ro/i!ate#y , !i##ion.

of 'hich 1 !i##ion 'as s"ent on ne' sheet !eta# "ans 'ith "erforated +otto!s(

Do!inos started testin% e/tra-#ar%e si4e "i44as in ear#y 1CC. startin% 'ith the -s#ice.

yard-#on% The Do!inator(

Do!inos ta""ed into a !ar)et trend to'ard +ite-si4e foods 'ith s"icy Buffa#o 8hic)en

Kic)ers. as an a#ternatie to Buffa#o >in%s. in Au%ust ,,( The +readed. +a)ed. 'hite-

J


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!eat fi##ets. si!i#ar to chic)en tenders. are "ac)a%ed in a custo!-desi%ned +o/ 'ith t'o

ty"es of sauce to heat u" and coo# do'n the chic)en(

n Au%ust ,. Do!inos announced its first ne' "i44a since anuary ,. the Phi##y

8heese Stea) Pi44a( The "roduct #aunch a#so !ar)ed the +e%innin% of a "artnershi" 'ith

the Nationa# 8att#e!ens Beef Association. 'hose +eef 8hec)-Off #o%o a""eared in

re#ated adertisin%(Do!inos continued its !oe to'ard s"ecia#ty "i44as in ,. 'ith the

introduction of its Broo)#yn Sty#e Pi44a. featurin% a thinner crust. corn!ea# +a)ed in to

add cris"ness. and #ar%er s#ices that cou#d +e fo#ded in the sty#e of traditiona# Ne' ;or)-

sty#e "i44a(

n ,J. Do!inos once a%ain +ranched out into non-"i44a fare. offerin% oen-+a)ed

sand'iches in four sty#es. intended to co!"ete 'ith Su+'ays toasted su+!arine

sand'iches( Ear#y !ar)etin% for the sand'iches !ade aried references to its

co!"etition. such as offerin% free sand'iches to custo!ers na!ed ared. a reference to

Su+'ays s"o)es!an of the sa!e na!e(

The co!"any introduced its A!erican


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of a crunchy choco#ate she## fi##ed 'ith 'ar! fud%e( Do!inos "ro!oted the ite! +y

f#yin% in 1. ca)es to de#ier at 0offstadt B#uffs Visitor 8enter near Mount St 0e#ens(

n ,1. the co!"any chan%ed its "i44a reci"e fro! the crust u".!a)in% si%nificant

chan%es in the dou%h. sauce and cheese used in their "i44as( Their adertisin% ca!"ai%n

ad!itted to ear#ier "ro+#e!s 'ith the "u+#ic "erce"tion of Do!inos "roduct due to issues

of taste(

Corpor#te *o+er%#%ce

Do!inos !ana%e!ent is #ed +y ( Patric) Doy#e. 8EO fro! March ,1. for!er#y

"resident of Do!inos :SA( Preious chief e/ecutie Daid Brandon. !ade ath#etic

director of the :niersity of Michi%an in anuary ,1. re!ains chair!an(A!on% 11

e/ecutie ice "residents are Michae#


71/104

C"#rit#b$e #cti+itie(

n ,1. Do!inos #aunched a t'o-year nationa# "artnershi" 'ith the Ma)e-A->ish

Foundation of A!erica( That sa!e year. the co!"any stores in Ne' ;or) 8ity and

>ashin%ton D(8( "roided !ore than 1,. "i44as to re#ief 'or)ers fo##o'in% the

Se"te!+er 11 attac)s on the >or#d Trade 8enter and The Penta%on( Throu%h a !atchin%

funds "ro%ra!. the cor"oration donated . to the A!erican Red 8ross disaster

re#ief effort(\] n ,7. Do!inos +e%an its current "artnershi" 'ith St( ude 8hi#drens

Research 0os"ita#. "artici"atin% in the hos"ita#s Than)s and Giin% ca!"ai%n since it

+e%an in ,7. raisin% !ore than 1( !i##ion in ,(

A+erti(i%* #% (po%(or("ip

n the 1CJs. Do!inos Pi44a 'as 'e## )no'n for its adertise!ents featurin% The Noid(

That conce"t 'as created +y Grou" ,7 nc( 'ho then hired >i## Vinton Studios to

"roduce the te#eision co!!ercia#s that they created( The catch "hrase associated 'ith

the co!!ercia#s 'as Aoid the Noid(

Due to a %#itch on the Do!inos 'e+site. the co!"any %ae a'ay near#y 11. free

!ediu! "i44as in March ,C( The co!"any had "#anned the ca!"ai%n for Dece!+er

I1


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,J +ut dro""ed the idea and neer "ro!oted it( The code 'as neer deactiated thou%h

and resu#ted in the free %iea'ay of the "i44as across the :nited States after so!eone

discoered the "ro!otion on the 'e+site +y ty"in% in the 'ord +ai#out as the "ro!otion

code and then shared it 'ith others on the nternet( Do!inos deactiated the code on the

!ornin% of Tuesday. March 1. ,C and "ro!ised to rei!+urse store o'ners for the

"i44as(

Do!inos s"onsored 8ARTs Dou% Shierson Racin%. 'hich 'as drien +y Arie


73/104

Cu(tomer S#ti(!#ctio%

T"rou*"

J P’(

O!

M#r;eti%* Mi?

I


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M#r;eti%* Mi?

Mar)etin% Mi/ refers to the in%redients or the too#s or the aria+#e 'hich the !ar)eter

!i/es in order to interact 'ith a "articu#ar !ar)et(

“M#r;eti%* Mi? i( # (et o! m#r;eti%* too$( t"#t t"e !irm u(e( to pur(ue it(

m#r;eti%* objecti+e( i% t"e t#r*et m#r;et”

0 =ot$er

Mar)etin% !i/ is a ter! used to descri+e the co!+ination o the four in"uts 'hich

constitute the core of a co!"any3s !ar)etin% syste!9 the "roductH the "rice structureH the

"ro!otiona# actiities. and the distri+ution syste!(

Mar)etin% !i/ re"resents the tota# !ar)etin% "ro%ra!!e of a fir!( t ino#es decisions

'ith re%ard to "roduct. "rice. "#ace and "ro!otion( Mar)etin% !i/ is a +#endin% of

decisions in the 27 Ps3(Four !a$or in%redients of !ar)etin% !i/ are9

/4 Prouct

A "roduct is any %ood or serice that consu!ers 'ant( t is a +und#e of uti#ities or a

c#uster of tan%i+#e and intan%i+#e attri+utes( Product co!"onent of the !ar)etin% !i/

ino#es "#annin%. dee#o"in% and "roducin% the ri%ht ty"e of "roducts and serices( t

dea#s 'ith the di!ensions of "roduct #ine. dura+i#ity and other &ua#ities( The tota# "roduct

shou#d +e such that it rea##y satisfies the needs of the tar%et !ar)et( n short. "roduct !i/

re&uires decisions 'ith re%ard to

aL Si4e and 'ei%ht of the "roduct +L Xua#ity of the "roduct cL Desi%n of the "roduct

I7


75/104

dL Vo#u!e of out"ut eL Brand na!e fL Pac)a%in% %L Product ran%e hL Product

testin%(

-4 Price

Price is an i!"ortant factor affectin% the success of a fir!( Pricin% decisions and "o#icies

hae a direct inf#uence on sa#es o#u!e and "rofits of +usiness( Price is. therefore. an

i!"ortant e#e!ent in the !ar)etin% !i/( n "ractice. it is ery difficu#t to fi/ the ri%ht

"rice( Ri%ht "rice can +e deter!ined throu%h "ricin% research and test !ar)etin%( A #ot of

e/ercise and innoation is re&( to deter!ine the "rice that 'i## ena+#e the fir! to se## its

"roducts successfu##y( De!and. cost. co!"etition. %ot( re%u#ation. etc( are the ita#

factors that !ust +e ta)en into consideration in the deter!ination of the "rice( Price !i/

ino#es decisions re%ardin% +ase "rice. discounts. a##o'ances. fri%ht "ay!ent. credit.

etc(

H4 Promotio%

Pro!otion co!"onent of the !ar)etin% !i/ is concerned 'ith +rin%in% "roducts to the

)no'#ed%e of custo!ers and "ersuadin% the! to +uy( t is the function of infor!in% and

inf#uencin% the custo!er( Pro!otion !i/ ino#es decisions 'ith res"ect to adertisin%.

"ersona# se##in% and sa#es "ro!otion( A## these techni&ues he#" to "ro!ote the sa#e of

"roducts and to fi%ht the co!"etition in the !ar)et(

No sin%#e !ethod of "ro!otion is effectie a#one and. therefore. a "ro!otiona# ca!"ai%n

usua##y ino#es a co!+ination of t'o or !ore "ro!otiona# !ethods( Gro'in%

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co!"etition and 'idenin% !ar)et hae !ade si!u#taneous use of !ore than one

"ro!otiona# !ethod a## the !ore necessary( 8o!+ination of t'o or !ore !ethods in a

sin%#e "ro!otiona# ca!"ai%n

re&uires an effectie +#endin% of "ro!otiona# in"uts so #( to o"ti!i4e the e/"enditure on

each( There is no one idea# "roduct. ty"e of custo!ers. the "ro!otion +ud%et. sta%e of

de!and. etc( shou#d +e ta)en into consideration(

J4 P$#ce 6Di(tributio%7

This e#e!ent of !ar)etin% !i/ ino#es a choice of the "#ace 'here the "roducts are to

+e dis"#ayed and !ade aai#a+#e to the custo!ers( t is concerned 'ith decisions re#atin%

to the 'ho#esa#e and retai# out#ets or channe#s of distri+ution( The o+$ectie of se#ectin%

and !ana%in% trade channe#s is to "roide the "roducts to the ri%ht custo!er at the ri%ht

ti!e and "#ace on a continuin% +asis( n decidin% 'here and throu%h 'ho! to se##.

!ana%e!ent shou#d consider 'here the custo!er 'ants the %oods to +e aai#a+#e( A

!anufacturer !ay distri+ute his %oods throu%h his o'n out#ets or he !ay e!"#oy

'ho#esa#ers and retai#ers for this "ur"ose( rres"ectie of the channe# used !ana%e!ent

!ust continuous#y ea#uate channe# "erfor!ance and !a)e chan%es 'heneer

"erfor!ance fa##s short of e/"ected tar%ets( n addition. !ana%e!ent !ust dee#o" a

"hysica# distri+ution syste! for hand#in% and trans"ortin% the "roducts throu%h the

se#ected channe#s( n the deter!ination of distri+ution !i/ or !ar)etin% #o%istics. a fir!

I


77/104

has to !a)e decision 'ith re%ard to the !ode of trans"ortin% of %oods to !idd#e-!en. use

of co!"any ehic#es or +oth(

Prouct Mi?

6Domi%o( Prouct Mi?7

As e/"#ained ear#ier Product !i/ dea#s 'ith the di!ensions of "roduct #ine. &ua#ity and

desi%n of the "roduct. its "ac)a%in%. +rand na!e. "roduct ran%e. etc(

n this section 'e 'i## study the "roduct !i/ of Do!inos

Product #ine of Do!inos inc#udes the "roducts offered for sa#e. i(e( the ran%e of food

"roducts offered to the custo!ers(

The "roduct +readth or nu!+er of "roducts offered +y Do!inos can +e c#assified as9

Ve%etarian "roducts

Non e%etarian "roducts

Beera%es

Deserts

Add-ons

8e*et#ri#% prouct( i%c$ue9 No%08e*et#ri#% prouct( i%c$ue9

Ve%(cheese "i44a Non @e%(chic)en "i44a

Ve%(onion "i44a

II


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'e+er#*e( De((ert( A0o%(

8o#d coffee Soft sere cone ce tea

0ot seres choco #aa ca)e Sha)es

Soft drin)s

A## this sho's the 'ide "roduct ran%e of Do!inos( Besides that the &ua#ity of Do!inos

accordin% to the surey and %enera# findin%s. is consistent throu%hout the #ife of the

"roduct(

Not"i%* but t"e 'e(t

Thats ho' 'e "#an our "roduct ran%e( Food &ua#ity is )ey at Do!inos (Thats 'hy 'e

ta)e "ride in the foods 'e sere you and your fa!i#y( >e see) out fresh #ettuce and

to!atoes. &ua#ity +uns and "otatoes. se#ect "ou#try and fish and 'ho#eso!e dairy

"roducts(Des"ite e/tensie and !eticu#ous &ua#ity tests at the su""#ier end. a## "roducts

are once a%ain carefu##y scrutini4ed at the restaurant(

Co$ C"#i%

The ter! 8o#d 8hain descri+es the net'or) for the "rocure!ent. 'arehousin%. trans"ortation and

retai#in% of food "roducts under contro##ed te!"eratures( McDona#d3s restaurants store "roducts

to +e used on a dai#y +asis. 'ithin a te!"erature ran%e of 1J^8 to 7^8( A+out ,Q of our food

"roducts need to +e stored under these conditions +efore they are used(

IJ


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Tri;#)# A*ricu$ture 0 Supp$ier o! Iceber* 5ettuce

!"#e!entation of adanced a%ricu#tura# "ractices has ena+#ed Tri)aya to successfu##y

%ro' s"ecia#ty cro"s #i)e ice+er% #ettuce. s"ecia# her+s and !any orienta# e%eta+#es( A

s"ecia#i4e

Documents

CUSTOMER SATISFACTION TOWARDS DOMINO’S PIZZA.doc