Dominos Case Analysis

Strategic Profile and Case Analysis Purpose Dominoes was found in 1960 and headquartered in Ann Arbor, Michigan. Domino’s Pizza Inc. is the market leader in the United States pizza delivery and second largest pizza company in the world based on number of units. The company offers a wide variety of pizza products as well as pasta, bread sticks, boneless chicken and wings, desserts and soft drinks. As of the beginning of this year, 2012, Domino’s had 394 company-owned stores and 4,513 franchised Domino’s units in the U.S. and 4,835 franchised stores internationally. Domino’s strategy is to use its superior supply-chain to provide its franchises with lost cost inputs so the franchises may focus on sales and service. Through the online world, Domino’s customers began to share their dissatisfaction with Domino’s products, such as pizza lacked taste and quality and poor quality delivery pizzas. Over the past 3-5 years Domino’s has made an effort to improve the palatability of their core products, and in 2009 introduced a new and redesigned crust recipe, fresh ingredients, a new sauce, and real shredded cheese. This effort, along the successive marketing campaigns has increased brand loyalty and customer preferences which has had a profound effect on increases in revenue and number of franchise openings. I believe that this strategy that is currently implemented is working, but for Domino’s to remain an industry leader and prolong the current trend of success, Domino’s needs to focus on the demographic and technological changes in the market. Focusing on the changes and reevaluating their current strategy will help Domino’s remain a leader within the industry.
Situational Analysis
General Environment Analysis: Demographic | -Pizza remains a very popular product appealing to a wide demographic of Americans that consider restaurants an essential part of their lifestyle. -According to Rasmussen Reports 40% of American eat pizza at least once per month w/adults