Case Study Domino

Neda Baharfar
0880978
Case: Domino’s

DOMINO’S PIZZA was found Tom Monaghan in 1960 and it is growing to 8000 store in 2006 that 3000 of them are international store.
About history of Domino’s Pizza:
• one of the leading companies worldwide in online transaction
• number one position in sandwich delivery in 2008
• Delivery service increases its brand popularity and gives it the good advantage comparing with others that did not have it.
What do you think caused the crisis within Domino’s that led to the “Pizza Turnaround” Campaign?
In my opinion there are more factors that cause the crisis. On is delivery. by relying on the duration for the delivery ,the expectation have been set up to get pizza’s across the regions under 30 minutes, however it decrease the quality of human made pizza. The taste and diversity are big problem with them. There is no innovation in pizza menu and it needs to add more on its pizza menu and the customers complain about its taste.
Comment on how the New Product team used Attribute Analysis to test various pizza concepts.
The new product team has a goal that changes the formula of the products. R&D team received customers complains and understood that it is the time to change basically. For example, the sauce is spicier. Could that

Also the Customers feedback and complaint is an important factor in promotional campaign. the video in this website www.pizzaturnaround.com show customers negative feedback and the impact on the company and joint to the customers on an emotionally way. This stunning success with improving Taste was lead to the point that three out of five people prefer Domino’s to competitors. After starting new product strategy, new customers increased by 30 percent and repeat purchase was up by 65 percent, indicative of excellent customer loyalty. These numbers indicate increasing of 14.3 percent in quarterly same-store sales, even during a U.S. economic