Case Study DOMINO’S PIZZA

SUMMARY.

• Delivery of Pizza within 30 min.

• Domino’s case at least , speeds kills.

• It is estimated that 20 deaths in 1988 including

Jesse Colson 17 year old pizza driver.

• Kinney one of the critic has asked Domino’s to

abolish the 30 min rule.

• “ A license to speed”

Legal critics…..

• State department of labor is investigating the

” 30 min rule”- violation of “1970,

Occupational safety and Health Act”

• Hingst spokesperson of Domino’s says “the 30

min rule is very important for our customers”

• 30 min rule act as an inherent

encouragement, putting great pressure on

drivers- old drivers of Domino’s

All the critics ,

formal as well as

informal….wants

to abolish the “30

min

guarantee”…

Domino’s says “

we are taking a

lot of heat now”

What’s up ?!

Related theory

• Direct marketing

Direct marketing means selling products by

dealing directly with consumers rather than

through intermediaries.

• Traditional methods include mail order,

direct-mail selling, cold calling, telephone

selling, and door-to-door calling.

More recently

telemarketing,

direct radio

selling, magazine

and TV

advertising, and

on-line computer

shopping have

been developed.

A question for solution…

•30 minute guarantee

•Growing legal actions and critics against

the delivery policy.

•Challenging infrastructure and weather

conditions.

•Employing drivers under 18 by the

franchisees.

Solution

•30 minute guarantee should be removed

•Customization of current distribution

locations

• Innovative distribution policy

•Adding new flavors on the basis of regional

tastes

•Play up with the quality

Questions for discussion

•Suggest suitable course of action for

Domino’s Pizza, keeping in view that the

company built its market on the plank of

30 minute rule.

Solution

•Growing critics will be chance to the

competitors to capture the market. So

abolishing the 30 minute policy and

adopting a policy with safety measures

will be suitable.

Question

•Analyse the challenges faced by Domino

Pizza and comment upon their

distribution policies.

Solution

1. Changing consumer habits towards healthier food

choices

2. Franchise operations affected by currency exchange

fluctuations

3. Intensive competition from a fragmented number of

small competitors

Weather conditions and infrastructure in the rural

area

Not a guarantee…….

Innovation….

•Innovation – choco lava cake launched in the year 2009

Conclusion

• “ the manual literally leaves nothing to

chance”, so domino’s can continue their

playing with taste and quality of the

pizzas themselves.

THANK YOU……