Donatos: Finding the New Pizza
The case analyzed this week, presents “the introduction of Donatos low-carbohydrate pizza,” and how company got out of its comfort zone to take advantage of the new fit people era.
Donatos Pizza responded to the low-carbohydrate diet craze with its new “NoDough” pie. “The chain based in this Columbus suburb has tested the new pizza at stores in the suburban Upper Arlington and Westerville, and then rolled it out at most of its 184 locations later this month. Instead of a crust, the toppings were spread over soy-based protein crumbles. The individual-size pizza is served on a paper plate, to be eaten with a knife and fork. The company says it has 14 grams of carbohydrates, compared with 53 in a small, thin-crust pizza. More than 10 million Americans are following one of several diets that call for more protein - what's found in meat and cheeses - and less carbohydrates - the stuff of bread and noodles, according to NPD Group, a market-research company in Chicago. Donatos founder and owner Jim Grote said he watched dumbfounded as customers would order a pizza, scrape the toppings onto a plate and toss the crust. “
The company was presented with the management question whether the “new fit people era” is here to stay, and whether and how the company could respond to this trend? Even though the case has been presented years ago, it does still touch a very current subject. The research designed used was to first develop “the product prototype, followed by employee taste testing, concept screens (where participants, usually in a central location, are shown photographs of food products, and then queried about the item’s uniqueness, brand fit, price attractiveness, and the likelihood of purchase if the product were available), and ultimately in-restaurant tests in two or more restaurants within the chain. In-restaurant tests also include participants completing a self-administered intercept survey or, for delivery customers, a...
Cited: The Columbus Dispatch
Cooper, Donald. Business Research. 12th edition
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