Echo Saxa Dominos Campaign

8/12/2019 Echo Saxa Dominos Campaign

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Collegiate ECHO

Dominos Direct Marketing CampaignFrom Your Phone To Your Door

Alisha Frederick

Amy Hashem

Scott Levine

Xinyuan Wu


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I

Executive SummaryThe Dominos From Your Phone To Your Door campaign is a customer-focused plan

that is projected to run for one calendar year. Extensive primary and secondary research

were used to analyze Dominos target audience(males and females 18-49), and has

revealed that males and females between the ages of 25-34(users and buyers) were more

likely to own smartphones and utilize the internet capabilities. Leveraging the

IdeaMap tool, this niche audience was further analyzed to determine three segments

based on their purchasing habits, demographics, psychographics, and mobile usage.

These segments include: Mobile Savvy Social Connectors, Pizza Loving Young Families,

and Deal Seeker Influentials. All three groups have shown high affinity to offers and

marketing messages that involved a free gift with continuous use of the mobile app. The

constants - meals, desserts, and visa gift cards! Therefore, a fully integrated marketing

plan has been devised to use all aforementioned findings to both drive traffic and

encourage sustained usage of the mobile app. The campaign will follow a synchronized

strategy beginning with PR, in-Store Display, email campaign, banner advertising,direct marketing campaign, and pizza box toppers by utilizing Dominos existing

database. Customers will be persuaded to download the mobile app and make a

purchase to receive a free dessert.

Anticipated results of the campaign with marketing investment of $250,000 (see plan

and appendix for details):

Campaign Results Year 1

Target Market 810,000

Response Rate 7%

# of Orders perrespondent

7

Sales 396,900

Marketing Contribution $1,103,429

Marketing Expense $250,000

Return on Investment 441%


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II

Strategic Summary

Strategic findings from research Data Source Application to Strategy

1 25-34 year olds more 74% more likely to own asmartphone; 98% download apps

Simmons, ComScore,Qualtrics Research

Core Target Audience

2 Receive a free item with purchase via the mobileapp ranked high among segments

IdeaMap ResearchResults

Offer one free dessert with 1st order through the mobile app

3 High affinity gaming apps IdeaMap ResearchResults

Mobile banner ads placed within game apps for click todownload the app

4 Preference to learn about updates, new products,etc. via social media IdeaMap ResearchResults Instagram and Facebook promotions to inform the customerand encourage interaction

5 All segments indicated motivation to earn pointstowards rewards through app download andusage

IdeaMap ResearchResults

Offer 10th order via the mobile app free (up to $30)and

Offer a $25 Visa gift card with 1,000 points earned fromordering via mobile app

6 The average customer buys pizza 21 times a yearand Dominos makes up 6 to 7 of those occasions

Loyalty360 Article Estimate respondents will purchase 7 orders from Dominoswithin the campaign year

7 Synchronized integrated and interactive strategyfor higher response rate

Ernan RomanIntegrated andInteractive MarketingStrategy

Basis of core strategy (See Media Plan)


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III

Table of ContentsExecutive Summary..............................................................................................................I

StrategicSummary............................................................................................................................ IITable of Contents ............................................................................................................. IIIMarket Research ......................................../....................................................................... 1

Background.............................................................................................................. 1Industry Overview ................................................................................................... 1Digital Conversion ................................................................................................... 1

Message frequency .................................................................................................. 1Current Media platforms ........................................................................................ 2Competition ............................................................................................................ 2

Research & Methodology .................................................................................................. 2Campaign Target Market ........................................................................................ 2Secondary research ................................................................................................. 3

Simmons ........................................................................................... 4ComScore........................................................................................... 4Loyalty Programs Impact ........................................................... 4

Primary Research Findings .................................................................................... 4Qualtrics .................................................................................................................. 4

IdeaMap ............................................................................................................... 5Strategy .............................................................................................................................. 6

Unique Selling Proposition ..................................................................................... 6Integrated and Interactive Marketing Strategy ...................................................... 7Target Lists selection ............................................................................................... 7List Breakdown ........................................................................................................ 7Test Marketing ........................................................................................................ 8The Offer and Marketing Messages ........................................................................ 8Creative Overview ....................................................................................................9

Media Strategy ................................................................................................,,,.................9


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Market Research

BackgroundOriginally an independent pizza restaurant, Dominos Pizza was founded in 1960. The

company has grown to have a combined network of 10,000 company-owned and

franchise-owned stores that mainly cater to individuals between the ages of 18-49.Today, Dominos Pizza has been recognized as the world leader for prompt and reliable

pizza delivery services.1

Industry OverviewThe landscape of the pizza retail industry is experiencing notable changes due to the rise

of independent retailers, as well as, advances in technology. Thus, Dominos faces

challenges associated with adequately adapting to increasing Internet and

mobile/smart-device usage.2The competitive nature of the industry requires strategic

actions to maintain and enhance brand health by utilizing digital channels.

Digital ConversionTechnology has altered communication habits, as well as consumers purchasingbehaviors. We are now in the age of the consumer; just as the needs of consumers arechanging, so is the landscape of the industry.3The Internet is much more cost efficientwhen displaying a wide range of products for sale and interacting with target audiences.Studies have shown that 80% of smartphone owners do not leave home without theirphone.4Therefore, it is important to harness digital distribution channels and mobileplatforms to reach Dominos target audience. The official website, social mediaplatforms, and mobile application are exceptional tools for conveying new promotionaloffers and marketing messages. Online and mobile ordering currently account for 35%Domino's domestic sales. Mobile orders provide 10% of that 35% total, but are growingmore rapidly.5

Message FrequencyDominos utilizes several traditional and social platforms to communicate with its

audience including: Dominos official website, Twitter, Facebook, Instagram, TV, email,

web banners, radio, and box-topper coupons. New menu items, events, promotions, and

other messages are delivered through the aforementioned channels.

1 http://www.dominosbiz.com/Biz-Public-EN/Site+Content/Secondary/About+Dominos/History/#2010

2 http://www.euromonitor.com/internet-retailing-in-the-us/report

3Bobowoski, Kevin. March 14

th, 2014. The Ever-Evolving Social Media Marketing Landscape.

http://www.offerpop.com/resources/blog/ever-evolving-social-media-marketing-landscape/ 4 http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf

5http://loyalty360.org/resources/article/cfo-dominos-digital-channels-enhance-brand-

loyalty#sthash.wM46v3XU.dpuf5


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Current Media PlatformsDominos Facebook, Twitter, Instagram, and mobile app have a fairly strong following:

Platform Followers/Friends/Downloads

Facebook 928,3823

Instagram 16,000

Twitter 538,000

Mobile App(Android & iPhone) 13,932

CompetitionThe pizza (delivery) industry is one of the largest fast food markets in the world.

Although independent pizza retailers hold more market share than major pizza chains,the highly competitive market experiences intense competition among the top three

pizza chain players: Dominos, Pizza Hut,and Papa Johns. These three continuously

compete for majority of the pizza sold in the United States.6

(Refer to Competition Tables and SWOT analysis in Appendix)

Research & Methodology

Campaign Target MarketDominos Pizza currently targets consumersbetween the ages of 18 and 49 with a focus

slightly skewed toward females. However, based on secondary and primary research thetarget selection for this particular campaign consists of males and females 25-34.

Secondary research has identified this group as heavy mobile users who are 74% more

likely than the general population to own a smartphone, and 63% more likely to have

Internet capabilities on said smart-devices.7Primary research via Qualtrics and

IdeaMap has further confirmed this segment as the optimal selection. The trends in

the target audience are showing heavy online and mobile social media usage. Marketing

to this younger, tech savvy generation requires a high-involvement approach; consumer

involvement and engagement is necessary to capture market share. This group likes to

share content across platforms and are constantly connected. Dominos can benefit by

applying marketing strategies that encourages interaction and engagement to enhancethe customer experience.

6Hynum, Nick. (December 2013). The 2014 Pizza Power Report. Pizza Magazine.

http://www.pmq.com/December-2013/Pizza-Power-The-2014-Pizza-Power-Report/ 7 http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/


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Secondary Research

SimmonsThe original theories was that the target would be a parent of children, being that they

tend to have less time and are more likely to be in a rush to get the dinner on the table

for the family after work. Experian Simmons was used to test test this theory. Thegroups tested were: Female Mothers 18-49, Female and Head of Household, male

fathers 18-49, Male of Head Of Household, has one to six child(ren). Four main

categories were tested: dieting, if they use fast food and where they go for fast food, what

they are doing at the times of day they would be ordering dinner, and phone capabilities

(unfortunately Simmons has results from 2011 and apps were not popular then and thus

not a questionable category).

There seemed to be little correlation with dieting. Fast food was popular among

all groups. Even if they were parents, many still seemed to eat fast food more with other

adults than their children. This led us to believe that perhaps parents were not

necessarily the correct target since the Dominos order is often for the family, but isnt

necessarily for the family. We also learned that it is most common for Dominos to be

eaten 1-5 times a month and 24.7% of people who eat Dominos at least once a month

are female mothers and 36.6% of them are male head of households.

Research showed that it was very common for members of these groups tend to

be in their apartment/house during the hours when dinner would be ordered; in the car

and at work followed closely behind. As of 2011 30%-45% of the members of these

groups had email on their phone. 28.7% to 41.6% of the members had web browsing on

their phones.

ComScoreComScore research findings indicated that the largest group was 25-34; skewed slightly

female. In addition, the ComScore findings show the presence of two groups: Young

families (married with children or likely to have children) and Single students. This data

further solidifies the results of the aforementioned Simmons data. Although, Hispanics

overindex for smartphone usage, Caucasians make up the majority of Dominos target

audience.8

(see ComScore data in Appendix)

Loyalty Programs ImpactCustomer loyalty and retention in the pizza industry is notably low. Dominos CFO,

Michael Lawton recently mentioned at a conference:

8 http://www.emarketer.com/Article/Hispanics-Overindex-Smartphone-Usage/1010651


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The average customer buys pizza 21 times a year, and Domino's makes up six to seven

of those occasions. Even the company's most loyal customers don't choose Domino's

every single time.9

Hence, the need for digital emphasis is obvious. Furthermore, the utilization of a loyalty

program will allow Dominos to track consumer preferences while creating more value

for its customers. A strategically implemented loyalty program will allow for more

targeted promotions based on preferences and purchasing habits, which will lead to

increased consumer retention and loyalty.

Primary Research Findings

QualtricsData was collected via primary research from Qualtrics, based on 15 questions and 113

respondents. The findings are as follows:

98% respondents own and use a smartphone/tablet. Among those people, 98% of them

currently download apps; and among people who downloaded apps on their smart

electronic devices, 51% admit that they have downloaded some app(s) to order food.

Some of the apps mentioned are: Seamless, Yelp, and Dominos. The cost spent on

delivery meals averaged within the $15-$20 range. These consumers prefer to call in and

order rather than using online or the mobile app. The direct discount off of total order is

the most popular promotion welcomed by people who took the survey. The sample was

comprised of 51 male respondents and 53 female respondents, and the age range

concentrates on 25-34 years old. 63% respondents are white. When asked about

Dominos46 people said that they have ordered from Dominos in the last year and28

people typically order Dominos 1-5 times throughout the year, far more than normalfrequency. According to the primary research, the target market should not be

constrained by gender nor occupation. Instead, the primary data simply suggests

strategically targeting young people who like order for the family or themselves.

IdeaMapCreated by Dr. Howard Moskowitz, IdeaMap is a great marketing research tool thatscientifically tests the effectiveness of marketing messages on a sample of respondents.The tool has been used by small businesses and Fortune 500 companies, to testcustomer intelligence, new products, and marketing messages.

The power of IdeaMap also provides an Optimizer simulator, which identifies thebest product construct for pre-defined consumer segments as well as for behavioral andattitudinal clusters which emerge as a result of the compiled survey responses.10

9http://loyalty360.org/resources/article/cfo-dominos-digital-channels-enhance-brand-

loyalty#sthash.wM46v3XU.dpuf910

http://www.mji-designlab.com/index.php?id=3


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Based on information gathered from primary and secondary research, a variety of offersand marketing messages were created and tested as elements in IdeaMap. The resultsallowed for more specific segmentation based on their preferences, demographics, andmobile usage. These well-defined niche targets are: Mobile Savvy Social Connectors,Pizza Loving Young Families, and Deal Seeker Influentials, and belong to the 25-24 agegroup. All three segments responded that they prefer to learn about updates, newproducts, and promotions via email and social media platforms, and spend about $15(on average) when they order out for dinner. Respondents in all segments are 74% morelikely to order food online and 77% own a smartphone.

In addition, IdeaMap served as a powerful scientific tool that gave insight about themost appealing marketing messages. All three segments showed a high affinity toreceiving: a free gift card through loyalty points, a complimentary dessert fordownloading the mobile app, and an earned freebie meal for continued mobile app use.These findings will allow for more targeted and relevant messages to both potential, andexisting Dominos mobile app users, adding to the overall effectiveness of the From

Your Phone to Your Door campaign.(Refer to Appendix IdeaMap)


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Strategy

Unique Selling PropositionThis campaign will leverage Dominos Pizzas existing unique selling proposition of you

get fresh, hot pizza delivered to your door in 30 minutes or less and addthe element ofordering through the mobile app for exclusive rewards that include a free dessert with

your first purchase, your 10thorder being free, as well as, a chance to rack up points for a

$25 Visa Gift Card to spend on anything. You get fresh, hot pizza from your phone to

your door delivered in 30 minutes of less. Its that simple.

The goal is to encourage Dominos Pizza customers to not just download the mobile app

for one time use and forget about it, but to encourage them to be brand loyal to

Dominos Pizza with the mobile app as their platform of choice for exclusive deals and

rewards.

The free dessert helps Young families by providing a 2-course meal at no extra

cost

The free 10thorder encourages a loyalty program by providing an incentive to

those willing to be more brand loyal to Dominos Pizza the next time they think of

ordering out for a meal

The $25 Visa Gift Card with 1,000 points earned also encourages a loyalty

program resonating well with Deal Seeker Influentials. Dominos Pizza should

provide their very loyal customers with small gifts to show their generosity.

Integrated and Interactive Marketing StrategyThe primary objective of this campaign is to generate prospects not just into Dominos

Pizza customer, but Dominos Pizza customers through the mobile app. To achieve the

objectives of From Your Phone to Your Door, an integrated campaign focusing on the

3 target markets will be launched. The plan will feature effective media schedules to

encourage the continued use of the mobile app to order Dominos Pizza. Using the

Ernan Roman method of integrated direct marketing, offers a clear path to new heights

of marketing effectiveness. He has defined the Rules of Engagement to circle the target

and deliver a truly consistent message through the use of PR, Banner Advertising,

Email, Direct Mail and Social Media. Romans methodology has yielded a gross

response rate of 7%. The strategy is to avoid the traditional marketing spray-and-pray

approach and truly convert customers to a mobile app and brand loyal audience.

Target Lists SelectionUsing NextMark, lists that match the profiles of the three designated segments will be

rented. $100,000 is budgeted for those lists. The targets are mobile savvy social

connectors, pizza loving young families, and deal seeker influential. Primary research

indicates that people aged at around 25-35 years old purchase pizza at least once a week


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via mobile devices. Therefore target audiences and lists are to be chosen through

NextMark.

List BreakdownBased on the target isolation, the first list is comprised of individuals who own

smartphones and who rely on their devices to remain connected at all times. Many ofthese subscribers are not only smartphone owners, but have made their phone an

integral part of their lifestyle, using it for everything from checking their social network

pages to managing their finances.

List Name American Smartphone Owners

Total Universe 25,013,761

Universe Rate $100.00/M

Gender 42% Female 58% Male

Type Email, Postal

Average Household Income N/A

The second target list contains highly responsive consumer data for online, offline and

multi-channel marketing campaigns. This file consists of families expecting children and

those with children ages 0-3, with parents tending to be in their twenties.

List Name Young Families

Total Universe 716,622

Universe Rate $80.00/MGender N/A

Type Email, Postal, Phone

Average Household Income N/A

The third list is comprised of deal seekers involves Coupons, Deals & Discounts. These tech

savvy consumers use their smart phones to install apps for their favorite retailers use their

emails to be scanned at check out for the savings being offered.

List Name Coupons, Deals & Discounts

Total Universe 4,000,000

Universe Rate $85.00/M

Gender 70% Female 30% Male

Type Postal, Phone

Average Household Income $45,000.00


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Test MarketingThe market responses will then be tested by pulling out 5,000 randomly selected names

from the acquired lists to run tests for effectiveness of the creative offers. This will

provide a large enough sample size to determine the most profitable offer.

List Name Creative 1 Creative 1 Creative 1 Creative 2 Creative 2 Creative 2 Creative 3 Creative3 Creative

Offer 1 Offer 2 Offer 3 Offer 1 Offer 2 Offer 3 Offer 1 Offer 2 Offer 3

American

Smartphone

Owners

5000 5000 5000 5000 5000 5000 5000 5000 5000

Young

Families5000 5000 5000 5000 5000 5000 5000 5000 5000

Coupons, Deals

& Discounts5000 5000 5000 5000 5000 5000 5000 5000 5000

Given the time constraint of the 8 week campaign it will be difficult to adopt this test

marketing strategy. Rather, with the help of the Optimizer simulator tool from

IdeaMap, the best offer for our pre-defined target markets will be easily identified.

The Offer and Marketing MessagesAs derived earlier from the primary research, the three target segments - mobile savvy

social connectors, pizza loving young families, and deal seeker influential all respond

best to different marketing messages based on our IdeaMap results. Displayed in the

Appendix are the top performing messages selected for all target segments based on a

compilation of all primary and secondary research. The numbers displayed for eachmarketing message is read as an index, where the average is zero. Thus, for instance the

offer Get your 10thorder via the mobile for free generated an index of 58, which means

that the target market is 58 times more likely than the average to respond positively to

this message. A positive index means a higher propensity of a response for that

particular element in that segment. For a full list of IdeaMap marketing message

results, as well as a more in-depth breakdown of each specific segment, please consult

the Appendix.

Creative Overview

The creative tone of the campaign will not stray far from Dominos core imaging.

Instead, Dominos strongly established brand name will be leveraged to create a fun and

unique direct mail piece that informs consumers about the mobile app. The social media

platforms shall remain similar to the existing aesthetic, but display Dominos products

in fun and unique pictures, rather than simply pictures of the pizza. The commercial

simply informs the audience of Dominos mobile app, while expressing the benefits of

use. Lastly, the email campaign will maintain the same characteristics that have worked


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for Dominos in the past, but will provide the appropriate messaging for the new

campaign.

Media Strategy

The media mix will be allocated as follows: 39.2% In-store display, 20% Direct Mail,

19.9% Email, 18% Banner Advertising, 2% Public Relations and .9% Pizza Box Toppers.

In-Store DisplayAs noted directly from Dominos Pizza, the plan should be designed with their 4900

retail locations in mind. That being said printing double sided window decals to put on

all their store fronts should grab the attention of all their customers that visit the store

for carryout. The goal is to inform them that by ordering via the mobile app next time

will save them time and money. Messaging will include Order via the mobile app and

get your 10thorder free!}, Order via the mobile app for your chance to earn points and

win awards such as a $25 Visa gift card. The store employees are a great form of in-

store advertising as well and should be educated on the customer benefits and rewards

for ordering via the mobile app. The window display should remain throughout the

entire year.

Direct Mail CampaignEvery quarter a campaign, centered postcard will be mailed to 67,500 people from the

mailing lists centered around the 3 target segments (22,500 to mobile savvy social

connectors; 22,500 to young families; 22,500 to deal seeker influentials). The call to

action will be very clear to download the app and make your next purchase with the

mobile app for special offers and rewards. Based on the 7% response rate DominosPizza will gain 18,900 new customers from this campaign that will likely order from

Dominos 7 times within the year. These respondents are even likely to order more than

7 times in order to win rewards such as a $25 Visa gift card or their 10thorder delivered

for free.

E-mail CampaignVery similar to the Direct Mail campaign every quarter an e-mail will be sent to 135,000

people from the mailing lists utilizing the NextMark lists and targeting the 3 segments

(45,000 to mobile savvy social connectors; 45,000 to young families; 45,000 to deal

seeker influentials). Dominos should also send the same promotional messaging aboutthe mobile app to their current customers (house list). With a 7% response rate

Dominos Pizza will gain 37,800 new customers who respond directly from this email

campaign. Again, these respondents are likely to order 7 times within the year.


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Banner Advertising CampaignThree online banner ad campaigns will be run throughout the year. A pool of

impressions will be triggered to run on the desktop Weather.com site and The Weather

Channel mobile app during inclement weather in major cities in the U.S. This strategy

will be utilized during Q1 and Q4 as an increase in food delivery orders has been

observed during winter months.11For a premium placed triggered campaign an average

$10 CPM is estimated.12

The second banner advertising strategy is to piggyback on Dominos Pizza current re-

targeting display campaign, but to incorporate extra budget focused on spreading the

word about Dominos mobile app to anyone who has visited the Dominos website

recently. Re-targeted ad network banners average a $2 CPM.13

Lastly, a banner advertising strategy geo-targeted around the 4900 Dominos Pizza

retail locations will help reach people without any wasted impressions on those who are

not near a Dominos Pizza. Geo-targeted an ad network campaign adds an extra delivery

cost of about $1 to $1.50 CPM so therefore averaging around $3.33 CPM.14

Public RelationsA PR company will be hired to handle a press release and publicity for the entire year of

the campaign to handle a press release and publicity. Their approach will be to use the

PR Newswire during pivotal moments throughout the year to highlight Dominos Pizza

upgraded mobile app that features a new loyalty program. The membership runs

approximately $300, with an additional $700 fee for a press release. A total of $5,000

has been allocated to allow for multiple PR stories to generate more buzz. The pizza

industry is not a very brand loyal industry, therefore, the goal is to increase buzz around

Dominos mobile app and encourage customers to use the app to order their next mealto earn points for free rewards.

Pizza Box ToppersThis is a current Dominos Pizza methodology to circulate their coupons. This is an

efficient tactic because recent customers are most likely to be your next customers (Lisa

S. Spiller, Contemporary Direct Marketing). This is very similar to retailers including

catalogs inside delivery packages. A test involving 50,000 delivery boxes to include

Pizza Box Toppers dedicated to encouraging the Dominos Pizza customer toboth

download and use the mobile app for their next purchase, in order to receive exclusive

offers and rewards will be conducted. This is similar to the in-store display strategy, butfocusing on delivery orders instead of carryout orders.

11(http://news.medill.northwestern.edu/chicago/news.aspx?id=227636)12(http://monetizepros.com/blog/2014/average-cpm-rates/).13

(http://monetizepros.com/blog/2014/average-cpm-rates/)14(http://monetizepros.com/blog/2014/average-cpm-rates/).
http://news.medill.northwestern.edu/chicago/news.aspx?id=227636http://news.medill.northwestern.edu/chicago/news.aspx?id=227636http://news.medill.northwestern.edu/chicago/news.aspx?id=227636http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://monetizepros.com/blog/2014/average-cpm-rates/http://news.medill.northwestern.edu/chicago/news.aspx?id=227636


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AppendixReturn On Investment


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Media Plan Schedule


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Creative Composition/Creative Brief

Direct Mail Piece

Front:

Back:


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Sample Social Media Advertising

Instagram:

Facebook:


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Sample In-Store Display


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Sample Banner Advertising

Sample Email Ad


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Market Overview


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SWOT Analysis

Strengths Weaknesses

Cost-efficient store model Strong Brand Awareness Dominos PULSE pos system Strong social platform following

Consumer taste perceptions Dominos delivery-focused business

model Extended menu

Opportunities Threats

Fast-casual expansion Differentiation Domestic growth Expansion to acquisition of local and

independent pizza stores Mobile platform optimization

Economic slump Strong competition Rising trends in healthy eating and

organic food consumption Fast-changing digital environment


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Competition

Competitive landscape:

2013 Annual Sales compared with top three key competitors

2013 Net Profit Margin


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Financial data about top three competitors and industry

2013 profitability

Dominos Papa

Johns

Little

Caesars

Pizza

Hut

Industry

Median

Market

Median

Gross profit

margin

30.46% 57.96% -- -- 32.78% 33.48%

Pre-Tax Profit

Margin

12.49% 7.37% -- -- 12.82 10.64%

Net Profit

Margin

7.93 4.83% -- -- 9.03% 7.25%

Return on Equity -- 43.57% -- -- 26.16% 11.68%

Return on Assets 28.50% 15.41% -- -- 9.81% 2.11%

Return on

Invested Cap

-- 24.36% -- -- 14.98% 7.33%

2013 valuation

Dominos Papa

Johns

Little

Caesars

Pizza

Hut

Industry

Median

Market

Median

Price/Sales

ratio

2.38 1.47 -- -- 2.52 1.51

Price/Earningsratio

20.03 30.40 -- -- 28.01 20.16

Price/Book ratio (3.21) 14.56 -- -- 6.94 2.25

Price/Cash Flow

Ratio

22.12 20.88 -- -- 5.54 243.90


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Mobile App Feature Comparison

Dominos Pizza Hut Papa Johns Little Caesars

iPhone

Downloads

2537 173 16 --

Rating 4.5 4 1.5 --

Description - The ability to order fromalmost any dominos in theU.S. (nearly 5,000locations)- Access to all the items onour national menu.- Find coupons available

for use at your selectedstore.

- The app will rememberyour most recent store andother useful information.- It does not requirecustomers to login, butthey can login to accesstheir saved addresses.- In app credit or debitcard payment.- Use dominos tracker to

follow order from themake line, into the oven,then out for delivery or

ready for pickup.

- Add ability toreorder with only 5clicks- The full pizza hutmenu offers all your

favorite deals,special pizzas,

pastas, WingStreetwings, drinks, sides,

desserts and limitedtime offers.- Guest checkoutallows you to orderwithout having tocreated an account.

-Features theentire menu- Specialoffers- No accountrequired- Anywhere

Pay yourway

- Any timeSpeed menuFavorites andrepeat-Find a pjnear you-Paparewards-Best of all

- View food menu onthe go- Order any menu itemon the go- Unlock coupons fordiscounts and freebies- View deals- Talk with others onits fan wall

- Connect with themvia facebook- Share the app withall friends- Email photos toappear insiderestaurants and socialnetworks- Add their events tocustomers mobile

phone calendar


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IdeaMap Survey Questions


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ComScore

Simmons

Documents

Echo Saxa Dominos Campaign