Analysis Of Domino's Pizza

Domino’s pizza is known as one of the largest pizza food chains in the world. Domino’s competitors are comprised of stores like Pizza Hut, Papa Johns, and Cici’s. Domino’s has over ten thousand stores in more than seventy different countries. This company prides their self on having great tasting pizza and fast delivery times. Domino’s started in the 1960’s and grew their company fast throughout the years opening franchises in different states and continents. They tried to keep up with competition by making a bigger menu, having faster delivery, and by having online ordering. Although Domino’s is known worldwide, their reputation has not always been the best. Between 2008 and 2010 the Domino’s brand was crumbling from bad social media and horrible tasting pizza. The company started to focus solely on the pizza stores they competed with and neglected the broader view of the entire quick-service category. Between 2008 and 2010 Domino’s hired Russell Weiner s Chief Marketing Officer to transform the company. The company created a sense of urgency and got employees and leaders on board to reinvent their brand. The company worked as a team to come up with solutions to make their company both profitable for Domino’s and enjoyable to consumers. According to Robert Hooijberg and Dan Denison (2012) in “Leading Culture Change in Global Organizations” Domino’s started to focus on developing its capabilities, coordination and integration, customer focus and organizational learning (p. 3). By using these tools Domino’s was able to create a successful change initiative. Domino’s reinvented their brand by creating a new pizza and flavor, utilized social media, created a new campaign, offered convenient ordering options, and added a wider variet...

... middle of paper ...

...e brand and company. They accepted the fact that customers during 2007 to 2009 simply did not like their pizza. Social media and economical factors were decreasing their revenue and not giving them a positive reputation. Domino’s has increased revenue, sales, and customer satisfaction by changing their pizza, their campaigns, and their promises. After they introduced their new pizza recipe in 2009 their sales jumped up 32.2 percent the next year. They were able to increase store traffic steadily throughout the year and made changes to the firm’s debt structure and encouraged low prices for commodities such as cheese. Domino’s continues to build on their change by coming up with new ideas and concepts for their menu and ordering process. They understand the idea of continuous improvement and plan to continue to make great tasting pizza that their customers will love.