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Dominos has been a key player in Italian and fast-food industry since 1960 running nearly 11000 franchises all over the world. This famous pizza joint has nearly achieved leadership in the market for expanding globally across 70 countries and more than 4 continents. They have adapted strategies and marketing in a way that had helped it gain major popularity and success in almost every geographical location they tried to establish. Discussed below are some of the major strategies they tried to use to get where they are today.
Best suited Supply Chain- Dominos could not have achieved their global expansion and success without its choice of the supply chain technique. Dominos prefer to have a vertical integration of supply chain. It helped them control their cost and also get their raw material supplies on right time.
Easy and Rapid Delivery- One thing all the dominos lover can bet on being a loyal customer is the 30min free delivery concept where they delivery and pizza is offered for free if not delivered within the designated 30 min time. It has been a key marketing strategy for Dominos and contributed to its enormous success it has today. It not only increased the number of customer in curiosity of a free pizza but it also helped them strengthen their delivery and transportation system as concrete structure.
Cheap and Economical Stores- Dominos targets on a mass of pizza consumers of all income group by making low cost and economical outlets for everyone. Their stores are all about order-sit-eat-go. All their stores are designed in simple style and does not reflect the images of fine dining interiors at all. This has attracted lot of customers. This is also a Global strategy because allover the world people prefer to go grab a bite of quality and tasty food without hurting much of their pocket. This strategy also ensures re-visiting the stores and re-ordering the food creating a loyalty with the brand because they are pocket friendly.
Strategy as per Market- As Dominos is a Global brand it has to adapt strategies as per different global market. Dominos adapted different strategies for different markets making them successful in all of these markets. In countries like Canada where pepperoni and beef are common favorite they are profiting by having a special discount on these pizzas on the weekdays but In country like India where there majority of the population is vegetarian and there has been a lot of competitions in the vegetarian pizza market they tried to sell low price chicken pizza to complete capture the non -vegetarian pizza market and loyal non vegetarian customers without any competition.
Advertisements as per Market- Dominos believe in advertising and promoting their product, prices and special offers. But it carefully chooses the advertising media as per the market. In countries like Canada, USA, Mexico where people tend to see or read printed flyers for advertisement Dominos majorly rely on print media and flyer distribution in stores an home deliveries whereas in countries like India the advertising power lies in the electronic media and there dominos chose to do television and radio advertising relying on the audio visual media.
Innovation and Improvisation -Dominos has been constantly introducing new pizzas, garlic breads, pasta and deserts these new items are adding more customer attraction and continuous innovation to a monotonous menu also they have been improvising their classic products by innovating them in a healthier, tastier and all new way.
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